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Session 1 year 2011-2012
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branding
& experience marketing
B®ANDEX2011™
session 1an introduction to branding
John VerhoevenMSc. Brand management
practical information• be on time!
• slides are on paperclip
• exams are at the end of 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
© SAP 2009 / Page 8
TWITTER VOTING
© SAP 2009 / Page 9
1. Option 1
2. Option 2
3. Option 3
the book
ISBN: 978-90-430-1729-9
course outline (first 7 weeks)Session Subject Chapter Keller
1: 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 positioning & brand elements 3 & 4
5: Future branding: brand activation 5 & 6
6: Brand psychology: Neuromarketing 7
7: Measuring brand value 8 / 9 & 10
session 1: an introduction to branding
why this ‘branding’ course?
reference:
chapter 1‘strategisch
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
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 kan
dit 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: Nike, brandbook 2009
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
definition (1)
“…een merk is een naam, logo, symbool of ontwerp, of een
combinatie van deze zogeheten merkelementen, dat
wordt teogevoegd aan een product…”
source: Strategisch merkenmanagement
definition (2)
“…a brand is a intangible but critical component of what an
organization stands for…”
source: Brand Asset Management,
Scott M. Davis
definition (3)
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 Franzen
Ruud Boer
Wil Michels
Roland van Kralingen
Buitenland
Kevin Lane Keller
Jean-Noëll Kapferer
David Aaker
Scott M. Davis
brands have got their
own rivals
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? (chapter 1)
• Identificatie van bron van product (afkomst)
• 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 (chapter 1)
• 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)
© SAP 2009 / Page 80
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 ‘Strategisch
Merkenmanagement’• 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 could be picked out
thank you!
