Session 1, Introduction To Branding 2011

branding

& experience marketing

B®ANDEX2011™

session 1an introduction to branding

why this ‘branding’ course?

practical information

• be on time!• slides are on paperclip • exams are at the end of the semester 2

interactivity

• Facebook: Brandex2011– Become a fan!– Slides (slideshare links)– Videos (youtube links)– Articles (Nu.nl / FD.nl links)– Interaction (forum)– Course messages

• Twitter: • Messages/questions: #brandex2011• Voting: @votebytweet [option 1,2,3] #votebrandex2011

interactivity

• Voorbeeld Twitter slides..

the book

ISBN: 978-90-430-1729-9

course outline (first 7 weeks)

Week Subject Chapter1: () Introduction in branding, brand

management and global course overview

1.1 till 1.4

2: () Branding music, events and entertainment

1.5 till 1.6

3: () Creating brand value 2

4: () Brand design 3 & 4

5: () Brand activation 5 & 6

6: () Co-branding 7

7: () Brand psychology: Neuromarketing gastcollege

reference:

chapter 1strategisch

merkenmanagement

Tony’s Chocolonely

Do you recognize it?Do you know it?Do you trust it?Do you like it?

Do you think it’s better?Do you buy it?

Do you recommend it?

Tony’s Chocolonely

1. Do you recognize it?: Brand awareness2. Do you know it?: Brand knowledge3. Do you trust it?: Brand image4. Do you like it?: Brand attitude / brand value5. Do you think it’s better?: Brand preference6. Do you buy it?: Brand loyalty7. Do you recommend it?: Brand fan

“…brands take a position inside your

memory, and stay there until they’re needed…”

Link 55.20

session 1: an introduction to branding

Een verandering van denkenHoe benaderen bedrijven hun klanten

• Productie oriëntatie: massaproductie, klant heeft geen keus, meer verkopen door efficiënt produceren

• Product oriëntatie: meer verkopen door kwaliteitsverbetering van product

• Verkoop oriëntatie: meer verkopen door meer communiciatie (promotie) en distributie

• Marketing oriëntatie: meer verkopen door beter te luisteren naar wat klant wil en het product erop afstemmen

• Maatschappelijke marketing oriëntatie: meer verkopen door beter te luisteren naar wat de klant wil en het product erop afstemmen, en daarbij ook letten op (schadelijke) effecten die productie met zich meebrengt (imago!)

Marketinginstrumenten

Een bedrijf dat marketing wil toepassen kandit d.m.v. het gebruik en het veranderen van de marketing instrumenten:

- Product- Prijs- Plaats- Promotie- (Personeel)

Marketingmix

Product

1. Kwaliteit (materialen, etc.) v/h product2. Vormgeving (ontwerp, grootte, kleur, etc.) v/h

product3. Verpakking (bescherming, aantrekkelijkheid,

opslag, etc.) v/h product4. Merknaam (logo, herkenbaarheid) v/h product5. Accessoires (bijproducten) v/h product6. Assortiment (breedte van het aanbod)7. Service (installatie, garantie, instructies,

handleiding, etc.) v/h product

a split second

what is a brand?

risk-takingcompetitive

healthyindividualistic

source: Strategic Brand Management, Kevin Lane Keller & Jennifer Widom

5 quotes by

"The only one who can tell you 'you can't‘, is you. And you don't have to listen to that."

"My better is better than your better."

"Training is the opposite of hoping."

"There are clubs you can't belong to, neighbourhoods you can't live in, schools you can't get into. But the roads are always open."

"Just do it!"

what is a brand?

“…a brand is a name, term, symbol, or design, or a

combination of them, intended to identify goods and services

of one seller or group of sellers and to differentiate them from

those of competition…”

source: American Marketing Association

“…a brand is a intangible but critical component of what an

organization stands for…”

source: Brand Asset Management,Scott M. Davis

brands have got their own stories

brands have got their own life-cycle

brands have got their own personality

brands have got their own responsibility

brands have got their

own theory

brand goeroes

Nederland

Giep FranzenRuud BoerWil MichelsRoland van Kralingen

Buitenland

Kevin Lane KellerJean-Noëll KapfererDavid AakerScott M. Davis

history of branding

link

1850 … Identification branding: Products/services/quality

1950 … Benefit branding: Product benefits/What’s in it for me?

1970 … Symbolic branding: Personality/user image/ lifestyle

1990 … Experience branding: Consumer experience/ all senses

1995 … Societal branding: Ethics/contribution to society

2000 … Total branding: Integrated system of physical, psychological and social components of an ideology

the evolution of branding

why brands?

• Identificatie van bron van product• Toewijzing van verantwoordelijkheid• Risicoverkleiner• Zoekkostenverkleiner (intern en extern)• Belofte, relatie met maker van product• Symbolisch instrument• Signaal van kwaliteit

what is branding?

“…branding is the blend of art and science that manages associations between a brand and memories in

the mind of the audience. It involves focusing resources on selected

tangible and intangible attributes to differentiate the brand in an

attractive, meaningful and compelling way for the targeted audience. …”

source: Brandchannel.com

brand

the branderthe brander users

can everything become a brand?

creating brands

• Goods (b-to-c / b-to-b)• Services• Retailers• Online products & services• People & organisations• Sports & arts• Regions (city marketing)• Entertainment

test: twitter some links to #brandex2011

• People & organisations• Sports & arts• Regions (city marketing)

Twitter pagina invoegen

branding services

branding retailers

branding online products

branding people & organisations

branding sports & arts

branding regions

branding entertainment

what is branded entertainment?

“…the practice of tying a brand name to an

entertainment property with seamless integration

and a natural fit…”

next week• branding music, events & entertainment• prepare chapter 1 of SMM• bring with you: one physical product of

branded entertainment • describe:

brand awareness, brand knowledge, brand image, brand attitude, brand value, brand preference, brand loyalty, brand fan?

• you can be picked out..

thank you!