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AMG Brand Personality PDF

The document discusses the brand attributes and proposition of Argo Manunggal Group (AMG). It finds that AMG focuses on business-to-business customers and plays in the middle-to-upper market by promising high quality. Customers tend to be long-time players who value quality over price. AMG's offerings emphasize experience, quality, ethics, peace of mind, trust, innovation, and sustainability. Its code of conduct stresses accountability, integrity, resilience, humility, and kindness. The brand story portrays AMG as humble, quality-focused, resilient, and integrating through continuous kaizen to have a better impact through progressing together towards common goals.

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Henny Inneke
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222 views

AMG Brand Personality PDF

The document discusses the brand attributes and proposition of Argo Manunggal Group (AMG). It finds that AMG focuses on business-to-business customers and plays in the middle-to-upper market by promising high quality. Customers tend to be long-time players who value quality over price. AMG's offerings emphasize experience, quality, ethics, peace of mind, trust, innovation, and sustainability. Its code of conduct stresses accountability, integrity, resilience, humility, and kindness. The brand story portrays AMG as humble, quality-focused, resilient, and integrating through continuous kaizen to have a better impact through progressing together towards common goals.

Uploaded by

Henny Inneke
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Argo Manunggal Group

BRAND ATTRIBUTES & PROPOSITION


Our Findings
Of your brand personality
Customers

Keywords Remarks

Main business tend to play in business-to-business rather than end-


B-to-B users. So far, only Alam Sutera and Grandtex (Denim) that consider
end-users as consumers – most definitely Alam Sutera

Price wise, AMG products tend to play in the middle-to-upper


benchmark, because of the “promise of 1st grade quality”. Thus,
Premium / Quality Focused / Idealistic
AMG consumers are those who appreciate quality above others,
even if it comes with premium price

Because of the AMG business history, consumers also tend to be


Old-Timers / Long Time Players / long-time players in the perspective categories. They are “old-
Networking timers” or business who known AMG business unit’s history/work
ethic (from word-of-mouths, recommendation)
Corporate Offering

Keywords Remarks
AMG products all came from experience in the industry; both the business
Experience
unit, the category, or the people
Consistently delivering best quality in each segment, therefore AMG
Quality & Ethic focus
products and services always delivering satisfactions
The AMG business unit always provides the best quality and promises /
Peace of Mind / Trust
keeps commitments consistently

The innovations provided by AMG are always based on well researched


Innovations
therefore all innovations can produce high-quality products and services

Sustainability Well-researched, well-planned products that calculate environmental issue


Specifically for unit business like industrial, real estate, denim

Not only considering the social impacts of the products and services offered,
Social Impact the company's activities also always empowering the Indonesian society to
be more advanced
Code of Conduct

Keywords Remarks

Accountability Always respect promise – maintain gentleman’s agreement.

The quality of being honest and having strong moral principles - Unwilling to
Integrity
bend

Who can overcome all challenges by keep trying, being honest and having
Resilient
strong moral principles

Humble / Low profile Let the quality talk – not willing to brag

Kind-hearted Family is important, thinking about the life balance of the workers
BRAND STORY
Agency’s take out
INSIDE PROJECTION

Humble
Quality focused
AMG gives me
Resilient
peace of mind therefore
Integrity
I would like to have
Accountability
a deeper and longer
Mindful Innovation relationship with them
Loyal

Kind hearted
KAIZEN
Continuous Improvement for better
Resilient
Humble Better impact for
Quality oriented personal,
Mindful Innovation business internal,
society and
environment

Progressing Together For Better Impact


Unified under one
goal
from employees,
business unit,
to partners

Why use Impact? Impact are more general terms to convey


consequences of what we have been doing for better life of person,
internal business, society and environment
Source of Credibility
Symbol
Experience remains solid in
dealing with every challenge
and adapting to changing
times which can be done by
integrity and unity towards a

AMG Brand Honeycomb common goal

Emotional Benefit Functional Benefit


*kaizen. a pursuit of better life for every
shareholders through a step by step effort that is Fulfill personal & social Sustainability driven
needs to delivering Peace of
PROGRESSING innovation that provides the
careful, yet consistent, and firm has been proven to mind TOGETHER FOR best quality products and
be the recipe for AM to grow as an impactful delivered with the best
company for Indonesian.
BETTER IMPACT*
service to ensure long-term
satisfaction

Brand Personality Ideal Customer


A credible partner who can For those who seek quality and
provide a pleasure services value to give sustainability
and commitment to give impact to themselves and
assurance for long term social
relationship
Thank you

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