Session 1, introduction to branding 2013 2014

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Advanced Course Branding, Fontys Academy for Creative Industries

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Session 1, introduction to branding 2013 2014

  1. 1. B®ANDING ™
  2. 2. session 1 an introduction to branding
  3. 3. John Verhoeven MSc. Brand management
  4. 4. who are you? • Describe yourself using 4 brands • Use specific characteristics of these brands • These characteristics should match your personality
  5. 5. For instance 1. 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
  6. 6. practical information • be on time! • slides are on portal / slideshare • exam is at the end of the second term
  7. 7. the book ISBN: 978-90-430-1729-9
  8. 8. course outline Week Subject Chapter Keller 1 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
  9. 9. Lots of self study!
  10. 10. session 1: an introduction to branding
  11. 11. 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?
  12. 12. 1. Do you recognize it?: Brand awareness 2. Do you know it?: Brand knowledge 3. Do you think it’s cool?: Brand image 4. Do you like it?: Brand attitude / brand value 5. Do you think it’s better?: Brand preference 6. Do you buy it?: Brand loyalty 7. Do you recommend it?: Brand fan
  13. 13. why this ‘branding’ course?
  14. 14. 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
  15. 15. “Brands provide consumers with a shorthand device or means of simplification for their product decisions”
  16. 16. “..buying a brand is avoiding risk..”
  17. 17. 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)
  18. 18. A change of thoughts How 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
  19. 19. Marketing instruments - Product - Price - Place - Promotion - (People) Marketing mix
  20. 20. Product 1. 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.)
  21. 21. a brand vs. a product
  22. 22. a split second
  23. 23. “…brands take a position inside your memory, and stay there until they’re needed…”
  24. 24. “…and you don’t have to be old for that…”
  25. 25. link
  26. 26. what does this mean?
  27. 27. so what is a brand?
  28. 28. what comes to mind when you see this logo?
  29. 29. risk-taking competitive healthy individualistic source: Nike, brandbook 2009
  30. 30. 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!"
  31. 31. what is a brand?
  32. 32. “…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)
  33. 33. “…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)
  34. 34. “…a brand is a intangible but critical component of what an organization stands for…” source: Brand Asset Management, Scott M. Davis definition (2)
  35. 35. brands have got their own stories
  36. 36. brands have got their own life-cycle
  37. 37. brands have got their own personality
  38. 38. brands have got their own responsibility
  39. 39. brands have got their own theory
  40. 40. brand goeroes The Netherlands Giep Franzen Ruud Boer Wil Michels Roland van Kralingen The World Kevin Lane Keller Jean-Noëll Kapferer David Aaker Scott M. Davis
  41. 41. brands have got their own rivals
  42. 42. history of branding link
  43. 43. 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
  44. 44. 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
  45. 45. what is branding?
  46. 46. “…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
  47. 47. brand the brander the brander users
  48. 48. can everything become a brand?
  49. 49. branding services
  50. 50. branding retailers
  51. 51. branding online products
  52. 52. branding people & organisations
  53. 53. branding sports & arts
  54. 54. branding regions
  55. 55. branding entertainment
  56. 56. 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
  57. 57. what is branded entertainment?
  58. 58. “…the practice of tying a brand name to an entertainment property with seamless integration and a natural fit…”
  59. 59. why brands become more important in EME… 6 reasons why
  60. 60. 1. people face a dizzling array of choices: “..there is so much to choose from!..”
  61. 61. 2. entertainment products drift towards commoditization: “…they’re on every street corner!...”
  62. 62. 3. a brand differentiates the entertainment product from similar offerings: “…standing out of the crowd!...”
  63. 63. 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!
  64. 64. 4. a brand reduces the need to compete on price or donations: “…willing to pay for the best!...”
  65. 65. “In 2009, 2010 & 2011 the Lowlands festival sold out without any bands or acts being announced!”
  66. 66. 5. a strong brand gives employees a focus and sense of purpose: “…what are we doing here?...”
  67. 67. 6. a strong brand can help to identify a certain community or group of people: “…we share the same brands! (and values)...”
  68. 68. more about brands & communities in another session
  69. 69. next week • Creating brand value & brand positioning • Prepare chapter 1 till 3 ‘Strategic brand management’
  70. 70. thank you!

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