DAFTAR ISI
BAB I - DASAR BRANDING
A. Apa itu Branding? .................................................................................... 1
B. Branding, Marketing, Advertising ............................................................ 4
C. Branding adalah Pekerjaan Besar .......................................................... 8
D. Brand: Logo, Nama, Tagline ................................................................. 9
E. Brand yang Ideal .................................................................................. 13
BAB II - PROSES BRANDING
A. Melakukan Riset .................................................................................. 19
B. Menentukan Niche ‘Ceruk ‘ .............................................................. 38
C. Memperjelas Strategi .............................................................. 44
D. Merancanh Identitas Brand .............................................................. 53
E. Menciptakan Titik Sentuh .............................................................. 72
F. Mengelola Reputasi .............................................................. 82
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BAB III - TRANSFORMASI BRANDING
A. Sejarah Branding ................................................................................... 91
B. Revolusi Industri .................................................................................... 98
C. Revolusi Industri Keempat ................................................................. 105
D. Branding di Masa Depan .................................................................... 113
BAB IV - STRATEGI BRANDING PADA ERA DISRUPSI
A. Branding Mandiri ................................................................................ 116
B. Teknologi Digital ................................................................................ 149
C. Media Sosial ....................................................................................... 164
D. Teknologi AI ....................................................................................... 179
E. Kerja Sama ......................................................................................... 197
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BAB V - STRATEGI BRANDING PERUSAHAAN DENGAN MEREK BESAR
A. Teknologi Informasi dan Komputer .................................................. 218
B. Telepon Pintar dan Elektronik .......................................................... 232
C. Makanan dan Minuman .................................................................... 256
D. Manufaktur .......................................................................................... 270
E. Otomotif ............................................................................................... 281
F. Perjalanan ............................................................................................ 292
G. E-Commerce ........................................................................................ 300
H. Fesyen ................................................................................................... 306
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DAFTAR PUSTAKA ............................................................................. 317
TENTANG PENULIS ............................................................................ 331