Branding: Session 1, introduction to branding 2012 2013


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Branding: Session 1, introduction to branding 2012 2013

  1. 1. ™B®ANDING
  2. 2. session 1an introduction to branding
  3. 3. John VerhoevenMSc. Brand management
  4. 4. practical information•  be on time!•  slides are on slideshare•  exams are at the end of the second term
  5. 5. interactivity•  Facebook: FontysAciBranding –  Become a fan! –  Slides (slideshare links) –  Videos (youtube links) –  Articles ( / links) –  Interaction (forum) –  Course messages
  6. 6. the bookISBN: 978-90-430-1729-9
  7. 7. course outlineWeek Subject Chapter Keller1 Introduction in branding: brand management and 1 global course overview, Branding music, events and entertainment2 Creating brand value, Brand positioning 2&33 Building brand equity, Brand associations 4&54 Future branding: brand activation 6&75 Brand research, Brand psychology, 8, 9 & 10 Neuromarketing, Measuring brand value6 Brand strategy, Brand extensions, International 11, 12, 13 & 14 branding, Summary
  8. 8. Lots of self study!
  9. 9. session 1:an introduction to branding
  10. 10. 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?
  11. 11. 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
  12. 12. why this ‘branding’ course?
  13. 13. Why are brands important?For consumers For manufacturers•  Identification of source of •  Means of identification to product simplify handling or tracing•  Assignment of responsibility •  Means of legally protecting to product maker unique features•  Risk reducer •  Signal of quality level to•  Search cost reducer satisfied customers •  Means of endowing•  Promise, bond or pact with maker of product products with unique associations•  Symbolic device •  Source of competitive•  Signal of quality advantage •  Source of financial return
  14. 14. “Brands provide a shorthand device or means of simplificationfor their product decisions”
  15. 15. “..buying a brandis avoiding risk..”
  16. 16. 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 embarassment•  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)
  17. 17. Een verandering van denken Hoe 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!)
  18. 18. MarketinginstrumentenEen bedrijf dat marketing wil toepassen kandit d.m.v. het gebruik en het veranderenvan de marketing instrumenten: -  Product -  Prijs -  Plaats Marketingmix -  Promotie -  (Personeel)
  19. 19. Product1.  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
  20. 20. a brand vs. a product
  21. 21. a split second
  22. 22. “…brands take a position inside yourmemory, and stay thereuntil they’re needed…”
  23. 23. “…and you don’t have to be old for that…”
  24. 24. what does this mean?
  25. 25. so what is a brand?
  26. 26. what comes to mindwhen you see this logo?
  27. 27. risk-taking competitive healthyindividualisticsource: Nike, brandbook 2009
  28. 28. 5 quotes by"The only one who can tell you you cant‘, is you. And you dont have to listen to that." "My better is better than your better." "Training is the opposite of hoping." "There are clubs you cant belong to, neighbourhoods you cant live in, schools you cant get into. But the roads are always open." "Just do it!"
  29. 29. what is a brand?
  30. 30. definition (1) “…a brand is a name, term, symbol, or design, or acombination of them, intendedto identify goods and servicesof one seller or group of sellers and to differentiate them from those of competition…” source: American Marketing Association
  31. 31. definition (2)“…een merk is een naam, logo, symbool of ontwerp, of een combinatie van dezezogeheten merkelementen, dat wordt toegevoegd aan een product…” source: Strategisch merkenmanagement
  32. 32. definition (3)“…a brand is a intangible butcritical component of what an organization stands for…” source: Brand Asset Management, Scott M. Davis
  33. 33. brands havegot their own stories
  34. 34. brands havegot their own life-cycle
  35. 35. brands havegot their own personality
  36. 36. brands havegot their ownresponsibility
  37. 37. brands have got theirown theory
  38. 38. brand goeroesNederland BuitenlandGiep Franzen Kevin Lane KellerRuud Boer Jean-Noëll KapfererWil Michels David AakerRoland van Kralingen Scott M. Davis
  39. 39. brands have got their own rivals
  40. 40. history of branding link
  41. 41. the evolution of branding1850 … Identification branding: Products/services/quality1950 … Benefit branding: Product benefits/ What’s in it for me?1970 … Symbolic branding: Personality/user image/ lifestyle1990 … Experience branding: Consumer experience/ all senses1995 … Societal branding: Ethics/contribution to society2000 … Total branding: Integrated system of physical, psychological and social components of an ideology
  42. 42. why brands?•  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
  43. 43. what is branding?
  44. 44. “…branding is the blend of art and science that manages associations between a brand and memories inthe mind of the audience. It involves focusing resources on selected tangible and intangible attributes to differentiate the brand in anattractive, meaningful and compelling way for the targeted audience. …” source:
  45. 45. brandthe brander the brander users
  46. 46. can everythingbecome a brand?
  47. 47. branding services
  48. 48. branding retailers
  49. 49. branding online products
  50. 50. branding people & organisations
  51. 51. branding sports & arts
  52. 52. branding regions
  53. 53. branding entertainment
  54. 54. 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
  55. 55. what is brandedentertainment?
  56. 56. “…the practice of tying a brand name to anentertainment propertywith seamless integration and a natural fit…”
  57. 57. Radiofragment (min 39)
  58. 58. why brandsbecome more important in EME… 6 reasons why
  59. 59. 1.  people face a dizzling array of choices: “..there is so much to choose from!..”
  60. 60. 2. entertainmentproducts drift towards commoditization: “…they’re on every street corner!...”
  61. 61. 3. a brand differentiates theentertainment productfrom similar offerings: “…standing out of the crowd!...”
  62. 62. 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!
  63. 63. 4. a brand reduces the need to competeon price or donations: “…willing to pay for the best!...”
  64. 64. “In 2009, 2010 & 2011 theLowlands festival sold outwithout any bands or acts being announced!”
  65. 65. 5. a strong brand gives employeesa focus and sense of purpose: “…what are we doing here?...”
  66. 66. 6. a strong brand can help to identify acertain community or group of people: “…we share the same brands! (and values)...”
  67. 67. more about brands &communities in another session
  68. 68. “…the goal of a brand is to establish a monopoly position in the mind of an individual….”
  69. 69. but how do we do it?
  70. 70. choose a name unique, short, easy to say, easy to spell
  71. 71. create a logo design, colour, tagline
  72. 72. always be consistent persistence does pay off
  73. 73. use the right faces celebrity endorsement
  74. 74. give a brand meaning we are this, not that
  75. 75. try to work togethergive me your brand and you get mine
  76. 76. next week•  branding music, events & entertainment, creating brand value•  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
  77. 77. thank you!