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Advanced Course Branding, Fontys Academy for Creative Industries
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B®ANDING™
session 1an introduction to branding
John VerhoevenMSc. Brand management
who are you?• Describe yourself using 4 brands• Use specific characteristics of these
brands• These characteristics should match
your personality
For instance1. Red Bull: I am into extreme living, I like extreme
sports and are always looking for a new challenge
2. War child: I care about children and about the well-being of people that are less fortunate
3. Nokia: I am always trying to connect with people, I like to be in touch
4. Facebook: Life is about sharing, I am only happy when I can share my happiness with others
practical information• be on time!• slides are on portal / slideshare• exam is at the end of the second term
the book
ISBN: 978-90-430-1729-9
course outlineWeek Subject Chapter Keller1 Introduction in branding: brand management and
global course overview, Branding music, events and entertainment
1
2 Creating brand value, Brand positioning 2 & 3
3 Building brand equity, Brand associations 4 & 5
4 Future branding: brand activation 6 & 7
5 Brand research, Brand psychology, Neuromarketing, Measuring brand value
8, 9 & 10
6 Brand strategy, Brand extensions, International branding, Summary
11, 12, 13 & 14
Lots of self study!
session 1: an introduction to branding
Do you recognize it?Do you know it?
Do you think it’s cool?Do you like it?
Do you think it’s better?Do you buy it?
Do you recommend it?
1. Do you recognize it?: Brand awareness2. Do you know it?: Brand knowledge3. Do you think it’s cool?: 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
why this ‘branding’ course?
Why are brands important?For consumers
• Identification of source of product
• Assignment of responsibility to product maker
• Risk reducer• Search cost reducer• Promise, bond or pact with
maker of product• Symbolic device• Signal of quality
For manufacturers• Means of identification to
simplify handling or tracing• Means of legally protecting
unique features• Signal of quality level to
satisfied customers• Means of endowing products
with unique associations• Source of competitive
advantage• Source of financial return
“Brands provide consumers with
a shorthand device or
means of simplification for their product decisions”
“..buying a brand is avoiding risk..”
Avoiding risk?
• Functional risk: product doesn’t match expectations• Physical risk: product poses a threat to my health• Financial risk: the product is not worth the price paid• Social risk: the product results in embarrassment• Psychological risk: the product affects my mental
well-being• Time risk: buying the wrong products leads to loss of
time (in order to search for a new product)
A change of thoughtsHow to companies approach their customers
• Production orientated: mass production, customers have no choice, selling more by efficient production
• Product orientation: selling more because the quality of products is better
• Sales orientation: selling more because of a lot of communication and promotion
• Marketing orientation: selling more by listening to the needs of customers and to adjust products to those needs
• Societal marketing orientation: selling more by listening to the needs of customers and to adjust products to those needs, also these companies pay attention to the effects of their actions to our planet
Marketing instruments- Product- Price- Place- Promotion- (People)
Marketing mix
Product1. Quality (materials, etc.) 2. Design (size, colour etc.) 3. Packaging (protection, storage, etc.)4. Brand (logo, recognition, etc.)5. Accessories 6. Assortment (width, depth, etc.)7. Service (installation, guarantees, instructions, etc.)
a brand vs. a product
a split second
“…brands take a position inside your
memory, and stay there until they’re needed…”
“…and you don’t have to be old for that…”
what does this mean?
so what is a brand?
what comes to mind when you see this logo?
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 toegevoegd 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 (2)
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 goeroesThe Netherlands
Giep FranzenRuud BoerWil MichelsRoland van Kralingen
The World
Kevin Lane KellerJean-Noëll KapfererDavid AakerScott 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 are brands important?For consumers
• Identification of source of product
• Assignment of responsibility to product maker
• Risk reducer• Search cost reducer• Promise, bond or pact with
maker of product• Symbolic device• Signal of quality
For manufacturers• Means of identification to
simplify handling or tracing• Means of legally protecting
unique features• Signal of quality level to
satisfied customers• Means of endowing products
with unique associations• Source of competitive
advantage• Source of financial return
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 brander the brander users
can everything become a brand?
branding services
branding retailers
branding online products
branding people & organisations
branding sports & arts
branding regions
branding entertainment
what can become a brand?• Goods (b-to-c / b-to-b)• Services• Retailers• Online products & services• People & organisations• Sports & arts• Regions (city marketing)• Entertainment
what is branded entertainment?
“…the practice of tying a brand name to an
entertainment property with seamless integration
and a natural fit…”
why brands become more important
in EME…
6 reasons why
1. people face a dizzling array of
choices:
“..there is so much to choose from!..”
2. entertainment products drift towards
commoditization:
“…they’re on every street corner!...”
3. a brand differentiates the
entertainment product from similar offerings:
“…standing out of the crowd!...”
me!me!me!me!
me!
me!
me!
me!
me! me! me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
4. a brand reduces the need to compete
on price or donations:
“…willing to pay for the best!...”
“In 2009, 2010 & 2011 the Lowlands festival sold out without any bands or acts
being announced!”
5. a strong brand gives employees
a focus and sense of purpose:
“…what are we doing here?...”
6. a strong brand can help to identify a
certain community or group of people:
“…we share the same
brands! (and values)...”
more about brands & communities in another
session
next week• Creating brand value & brand positioning• Prepare chapter 1 till 3 ‘Strategic brand
management’
thank you!
