People Innovation Excellence

Makaroni ‘Ngehe’: Brand Name – Differentiation (Part 1)

Oleh: Aryo Bismo, SE, MM (Faculty Member of International Marketing)

‘Ngehe’, maybe this idiom is very unfamiliar in our ears, or maybe it is? What is actually the meaning of this word? Back in 90’s when I am still in my elementary school this word comes up as a negative word for jokes and mocking friends. Well, when I type the word on Google to find the exact meaning of its there is no scientific meaning for this word, according to my research about this idiom, I asked friends and colleague to conclude the meaning of this idiom, and the conclusion is ‘ngehe’ means annoying or ‘ngeselin’ in Indonesian. What is wrong with me? Why I bring up this word into article? What is the correlation with marketing? Several questions must be appeared on your head while you are reading this article.

Have you heard or read about ‘Makaroni Ngehe’? I believe people in Indonesia especially on Jakarta region has already familiar with this name, yes… believe it or not ‘ngehe’ has become the brand of the snack in the form of macaroni that lovable in teenager segment, and they already have many branches that spread out in all over Jakarta region. The curiosity comes in my head regarding their name; why such a negative word can be succeed as a brand? While according to Aaker, 1991 brand is a distinguishing name and/or symbol (such as logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors.

According to my research regarding this brand (Makaroni Ngehe) I found out that the succeed of this brand is based on the correlation of the word with their target market and the product itself, the word ngehe is very familiar among teenagers and nowadays the teenagers are tend to be like the product with a weird name on it, this is makes the snack are lovable among the teenagers. The other reason why this snack become famous is…you should read the next part from this article, cheers!!

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