Session 1, Introduction To Branding 2011


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Brandex2011, Session 1

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Session 1, Introduction To Branding 2011

  1. 1. branding & experience marketing
  2. 2. B ® AND EX20 11 ™
  3. 3. session 1 an introduction to branding
  4. 4. why this ‘branding’ course?
  5. 5. practical information <ul><li>be on time! </li></ul><ul><li>slides are on paperclip </li></ul><ul><li>exams are at the end of the semester 2 </li></ul>
  6. 6. interactivity <ul><li>Facebook: Brandex2011 </li></ul><ul><ul><li>Become a fan! </li></ul></ul><ul><ul><li>S lides (slideshare links) </li></ul></ul><ul><ul><li>Videos (youtube links) </li></ul></ul><ul><ul><li>Articles ( / links) </li></ul></ul><ul><ul><li>Interaction (forum) </li></ul></ul><ul><ul><li>Course messages </li></ul></ul><ul><li>Twitter: </li></ul><ul><ul><ul><li>Messages/questions: #brandex2011 </li></ul></ul></ul><ul><ul><ul><li>Voting: @votebytweet [option 1,2,3] #votebrandex2011 </li></ul></ul></ul>
  7. 7. interactivity <ul><li>Voorbeeld Twitter slides.. </li></ul>
  8. 8. t he book ISBN: 978-90-430-1729-9
  9. 9. course outline (first 7 weeks) Week Subject Chapter 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 design 3 & 4 5: () Brand activation 5 & 6 6: () Co-branding 7 7: () Brand psychology: Neuromarketing gastcollege
  10. 10. reference: chapter 1 strategisch merken management
  11. 12. Tony ’s Chocolonely <ul><ul><ul><li>Do you recognize it? </li></ul></ul></ul><ul><ul><ul><li>Do you know it? </li></ul></ul></ul><ul><ul><ul><li>Do you trust it? </li></ul></ul></ul><ul><ul><ul><li>Do you like it? </li></ul></ul></ul><ul><ul><ul><li>Do you think it ’s better? </li></ul></ul></ul><ul><ul><ul><li>Do you buy it? </li></ul></ul></ul><ul><ul><ul><li>Do you recommend it? </li></ul></ul></ul>
  12. 13. Tony ’s Chocolonely <ul><li>Do you recognize it?: Brand awareness </li></ul><ul><li>Do you know it?: Brand knowledge </li></ul><ul><li>Do you trust it?: Brand image </li></ul><ul><li>Do you like it?: Brand attitude / brand value </li></ul><ul><li>Do you think it ’s better?: Brand preference </li></ul><ul><li>Do you buy it?: Brand loyalty </li></ul><ul><li>Do you recommend it?: Brand fan </li></ul>
  13. 14. <ul><li>“ … brands take a position inside your memory, and stay there until they ’ re needed… ” </li></ul><ul><li>L ink 55.20 </li></ul>
  14. 15. session 1: an introduction to branding
  15. 16. Een verandering van denken Hoe benaderen bedrijven hun klanten <ul><li>Productie ori ë ntatie: massaproductie, klant heeft geen keus, meer verkopen door efficiënt produceren </li></ul><ul><li>Product oriëntatie: meer verkopen door kwaliteitsverbetering van product </li></ul><ul><li>Verkoop oriëntatie: meer verkopen door meer communiciatie (promotie) en distributie </li></ul><ul><li>Marketing oriëntatie: meer verkopen door beter te luisteren naar wat klant wil en het product erop afstemmen </li></ul><ul><li>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!) </li></ul>
  16. 17. Marketinginstrumenten <ul><li>Een bedrijf dat marketing wil toepassen kan </li></ul><ul><li>dit d.m.v. het gebruik en het veranderen </li></ul><ul><li>van de marketing instrumenten: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Prijs </li></ul></ul><ul><ul><li>Plaats </li></ul></ul><ul><ul><li>Promotie </li></ul></ul><ul><ul><li>(Personeel) </li></ul></ul>Marketingmix
  17. 18. Product <ul><li>Kwaliteit (materialen, etc.) v/h product </li></ul><ul><li>Vormgeving (ontwerp, grootte, kleur, etc.) v/h product </li></ul><ul><li>Verpakking (bescherming, aantrekkelijkheid, opslag, etc.) v/h product </li></ul><ul><li>Merknaam (logo, herkenbaarheid) v/h product </li></ul><ul><li>Accessoires (bijproducten) v/h product </li></ul><ul><li>Assortiment (breedte van het aanbod) </li></ul><ul><li>Service (installatie, garantie, instructies, handleiding, etc.) v/h product </li></ul>
  18. 20. a split second
  19. 39. what is a brand?
  20. 41. <ul><li>risk-taking </li></ul><ul><li>competitive </li></ul><ul><li>healthy </li></ul><ul><li>individualistic </li></ul><ul><li>source: Strategic Brand Management, </li></ul><ul><li>Kevin Lane Keller & Jennifer Widom </li></ul>
  21. 42. 5 quotes by <ul><li>&quot;The only one who can tell you 'you can't ‘, is you. And you don't have to listen to that.&quot; </li></ul><ul><li>&quot;My better is better than your better.&quot; </li></ul><ul><li>&quot;Training is the opposite of hoping.&quot; </li></ul><ul><li>&quot;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.&quot; </li></ul><ul><li>&quot;Just do it!&quot; </li></ul>
  22. 43. what is a brand?
  23. 45. “ … 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
  24. 46. “ … a brand is a intangible but critical component of what an organization stands for… ” source: Brand Asset Management, Scott M. Davis
  25. 47. brands have got their own stories
  26. 49. brands have got their own life-cycle
  27. 52. brands have got their own personality
  28. 55. brands have got their own responsibility
  29. 60. brands have got their own theory
  30. 62. brand goeroes <ul><li>Nederland </li></ul><ul><li>Giep Franzen </li></ul><ul><li>Ruud Boer </li></ul><ul><li>Wil Michels </li></ul><ul><li>Roland van Kralingen </li></ul><ul><li>Buitenland </li></ul><ul><li>Kevin Lane Keller </li></ul><ul><li>Jean-Noëll Kapferer </li></ul><ul><li>David Aaker </li></ul><ul><li>Scott M. Davis </li></ul>
  31. 63. history of branding link
  32. 64. the evolution of branding <ul><li>1850 … Identification branding: Products/services/quality </li></ul><ul><li>1950 … Benefit branding: Product benefits/ </li></ul><ul><li>What ’ s in it for me? </li></ul><ul><li>1970 … Symbolic branding: Personality/user image/ lifestyle </li></ul><ul><li>1990 … Experience branding: Consumer experience/ </li></ul><ul><li>all senses </li></ul><ul><li>1995 … Societal branding: Ethics/contribution to society </li></ul><ul><li>2000 … Total branding: Integrated system of physical, psychological and social components of an ideology </li></ul>
  33. 65. why brands? <ul><li>Identificatie van bron van product </li></ul><ul><li>Toewijzing van verantwoordelijkheid </li></ul><ul><li>Risicoverkleiner </li></ul><ul><li>Zoekkostenverkleiner (intern en extern) </li></ul><ul><li>Belofte, relatie met maker van product </li></ul><ul><li>Symbolisch instrument </li></ul><ul><li>Signaal van kwaliteit </li></ul>
  34. 66. what is branding ?
  35. 67. “ … 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:
  36. 68. brand the brander the brander users
  37. 69. can everything become a brand?
  38. 70. creating brands <ul><li>Goods (b-to-c / b-to-b) </li></ul><ul><li>Services </li></ul><ul><li>Retailers </li></ul><ul><li>Online products & services </li></ul><ul><li>People & organisations </li></ul><ul><li>Sports & arts </li></ul><ul><li>Regions (city marketing) </li></ul><ul><li>Entertainment </li></ul>
  39. 71. test: twitter some links to #brandex2011 <ul><li>People & organisations </li></ul><ul><li>Sports & arts </li></ul><ul><li>Regions (city marketing) </li></ul>
  40. 72. Twitter pagina invoegen
  41. 73. branding services
  42. 74. branding retailers
  43. 75. branding online products
  44. 76. branding people & organisations
  45. 77. branding sports & arts
  46. 78. branding regions
  47. 79. branding entertainment
  48. 81. what is branded entertainment?
  49. 82. “ … the practice of tying a brand name to an entertainment property with seamless integration and a natural fit… ”
  50. 84. next week <ul><li>branding music, events & entertainment </li></ul><ul><li>prepare chapter 1 of SMM </li></ul><ul><li>bring with you: one physical product of </li></ul><ul><li>branded entertainment </li></ul><ul><li>describe: </li></ul><ul><li>brand awareness, brand knowledge, </li></ul><ul><li>brand image, brand attitude, </li></ul><ul><li>brand value, brand preference, </li></ul><ul><li>brand loyalty, brand fan? </li></ul><ul><li>you can be picked out.. </li></ul>
  51. 85. thank you!