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The Branding Strategy:Learning from Success and Failures
Riki Kono BasmelehCEO Omiyage inc Indonesia
TABLE OF CONTENTS1. Omiyage Inc. Indonesia
2. Brand and Branding
3. DORÉ by LeTAO
4. Differentiation
5. Vision and Ideation
6. Quality and Consistency
TABLE OF CONTENTS1. Omiyage Inc. Indonesia
2. Brand and Branding
3. DORÉ by LeTAO
4. Differentiation
5. Vision and Ideation
6. Quality and Consistency
The way employee deals with critics or complaints will show
their professionalism.
Japanese knowhow of gift and souvenirs
CONCEPT
Potentials of Indonesian confectionary/ingredients
×
Delivering to customers who are looking for good local gift products (Indonesian – Non-Indonesian) for sharing!
VISION
To be the pioneer of premium sweets producer
in Indonesia
MISSION
Creating Omiyage Inc. standard
for the Loved Ones
VALUE
KODAWARIPROFESSIONALISM
HYGIENEAPPRECIATION
TABLE OF CONTENTS1. Omiyage Inc. Indonesia
2. Brand and Branding
3. DORÉ by LeTAO
4. Differentiation
5. Vision and Ideation
6. Quality and Consistency
WHAT IS BRAND? WHAT IS BRANDING?“An overall impression of what you
want to present to people”
Brand is..o What you do or createo What you promiseo How would you want people to perceiveo Visual elements (logo, videos, photos)
“An overall plan or process of what you want your brand to be”
Branding is..o Strategizing o Making choices to support your brando Visualizing o Maximizing the value of your brand
THE CONCEPT
Brand is the essential part. "Brand" is the story of your company, meanwhile "Branding" is telling the story.
“You can’t tell a story without a clear story line thus you can’t do branding without a clear
brand idea. “
TABLE OF CONTENTS1. Omiyage Inc. Indonesia
2. Brand and Branding
3. DORÉ by LeTAO
4. What’s the Difference?
5. Vision and Ideation
6. Quality and Consistency
HOW WE STARTED
GENERAL CONCEPT
DORÉ by LeTAO excels
in crafting quality cakesand desserts best enjoyed when shared & that means any quality
time spent with your family&friends through DORÉ will be, a
truly golden one
HOW WE STARTED
CONCEPTOf
BRAND
Details such as, the colour, Proportion, meanings
How the logo looks in general create public’s own perception that is crucial
for the success of your company
Font: Stylish yet Strong
Founded in 1996 and based in
Hokkaido, Japan, LeTAO is celebrated
around the globe for their delicate and
velvety cheesecakes.
LeTAO seeks to continually redefine
itself through the lens of modern
nostalgia, where its products are
concocted with the combination of the
historical charm of old port city, Otaru
and contemporary image of the
brand in mind.
DORÉ is a subsidiary brand of LeTAO,
one of the best-selling cheesecake
brands in the world. About LeTAO
TABLE OF CONTENTS1. Omiyage Inc. Indonesia
2. Brand and Branding
3. DORÉ by LeTAO
4. Differentiation
5. Vision and Ideation
6. Quality and Consistency
Things that do not exist
Things exist in Jakarta
Points to note:
● Market
● Time
● Price
● Culture
● Product
● Brand
● Customer
TABLE OF CONTENTS1. Omiyage Inc. Indonesia
2. Brand and Branding
3. DORÉ by LeTAO
4. Differentiation
5. Vision and Ideation
6. Quality and Consistency
Internal branding is company’s core culture and identity.
Internal branding is between the company and its employees.
INTERNAL BRANDINGAn inevitably crucial yet underestimated and
forgotten concept.
VISION
To be the pioneer of premium sweets producer
in Indonesia
MISSION
Creating Omiyage Inc. standard
for the Loved Ones
VALUE
KODAWARIPROFESSIONALISM
HYGIENEAPPRECIATION
INTERNAL BRANDINGWHAT WE DO?
OUR INTERNAL BRANDING:
•MORNING BRIEFING
•NOTEBOOK
•SIGN
•USING KEYWORD “KODAWARI” &
“SOBORO” "FOR THE LOVED
ONES".
TABLE OF CONTENTS1. Omiyage Inc. Indonesia
2. Brand and Branding
3. DORÉ by LeTAO
4. Differentiation
5. Vision and Ideation
6. Quality and Consistency
KODAWARIA concept of Japan’s business driving force
Kodawari is a concept of
• paying attention to detail
• fierce dedication to quality
• taking every single aspects into account
QUALITY & CONSISTENCY
POINTS TO NOTE:
● Product
● Service
● Value & Price
● Story
● Designs
● Messages
● Media
● Partners
“Everyone is striving to be good, but the difference between GOOD and EXELLENT are
all in the DETAILSwe believe Omiyage is striving for the best for your loved ones”
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