The book challenges conventional ‘wisdom’, replacing it with empirical facts. Its key conclusions are: • Growth primarily comes from gaining new users (penetration) rather than driving increased loyalty. Most of a brand’s users will be light users. • Brands need to build physical availability (distribution) and mental availability (saliency). • Even though brands differentiate themselves, in reality consumers still react (and buy) within a repertoire (as if there were no differences). Indeed, distinctivity is more important than differentiation – as it helps drive saliency.

The advice of this research is its necessary to analyze the curcuminoid content as an active antioxidant compound in temulawak. The result of the second step shows that the treatment combination between 10% citric acid and 20% Na-bicarbonate that is the best treatment of the second step that has characteristics on 7.48% of water content, (L*) 59.37 of brightness level, (a*) 14.53 of redness level, (b*) 46.50 of yellowness level, 5.33 of pH, 88.17 of dissolving rate, 2.49% of sugar content reduction, and 46.53% of antioxidant content. The result of the first step shows that the treatment combination between 20% of dextrin concentration and 50°C of drying temperature which is the best treatment of the first step from temulawak’s powder essence that has characteristics on 10.11% of water content, ( L*) 55.10 of brightness level, (a*) 14.56 of redness level, ( b*) 44.20 of yellowness level, 24.63% of rendement, 5.63 of pH; 2.78 of water re-absorption; 1.88% of sugar content reduction; 62.27% antioxidant content, 5.55 obtains panellists’ assessment against color, 5.95 of taste, and 4.15 of aroma. The conclusion of this research is the best treatment combination on the first step is 20% of dextrin concentration and 50°C drying temperature, while at the second step is 10% citric acid concentration and 20% Na-bicarbonate. Jurnal asam sitrat. Abstract This research aimed to get the combination of drying temperature and dextrin concentration against the quality of temulawak’s essence, and the combination between citric acid and Na- Bicarbonate treatment against temulawak’s effervescent powder quality.

Journal of Marketing Management, 2013. 13–14, 1644–1652. Book Reviews. How brands grow: What marketers don't know, by Byron Sharp, OUP. How Brands Grow A summary. Introduction Upon hearing ‘How Brands Grow’ referenced & adhered to by several of my clients, I decided to pull together this summary on Byron Sharp’s ground-breaking and controversial book.

• Advertising works by refreshing (and occasionally building) past memory structures. The book rejects the concepts of brand loyalty, differentiation, segmentation, Lovemarks, and targeted (i.e low reach) media. The key principles and laws that help reshape marketing Double Jeopardy Law – Brands with higher market share have more buyers than brands with lower market share. They also have buyers who are slightly more loyal. 3d modeli futbolistov en. Retention Double Jeopardy Law – All brands lose customers in rough proportion to their brand size (i.e. Brands with higher market share lose more buyers than brands with lower market share).

That said even though the percentage of its total brand universe is smaller, the sheer size of the brand mean the actual number of lost customers for a larger brand is bigger. Pareto Law (60/20) – c60% of a brand’s sales come from just 20% of their buyer base. Buyer Moderation Law – Buying tends to regress back toward the mean – i.e. High volume purchasers in one cycle tend to buy less in the next cycle, and low volume purchasers tend to buy more in the next cycle. Likewise some non-buyers become buyers (and some buyers become non-buyers). Natural Monopoly Law – Brands with higher market share have a greater proportion of light users than brands with lower market share. Brand user bases seldom vary – Competitor brands sell to the same customer profiles inspite the efforts to segment and differentiate (i.e.

There is less brand differentiation and segmentation of user bases than we think). Attitudes and brand beliefs reflect behavioural loyalty – Consumers like and know more about the brands they buy more regularly (and know very little about brands they do not buy). Because larger brands have more regular users, they always score higher in brand attitude surveys than other brands. Usage drives attitude (or ‘I love my mum and you love yours’) – The attitudes and perceptions for a brand amongst its users are very similar, irrespective what brand it is – because we all like the brands we choose to use. Law of Prototypicality – Image attributes of a brand that are more closely tied to the category always score higher than attributes less associated with the category. Duplication of Purchase Law – A brand shares most of its customers with the largest brand and the least number of its customers with the smaller brands – e.g.