B ® AND EX20 11 ™
session 3 creating  brand  value
1 week ago <ul><li>b randing events, music & entertainment </li></ul><ul><li>‘ merkmeerwaarde ’ </li></ul><ul><li>6 reason...
customer-based  brand  equity <ul><li>CBBE </li></ul><ul><li>Merk meerwaarde bekeken vanuit consument </li></ul><ul><li>Kr...
customer-based  brand  equity <ul><li>Onderscheidend effect </li></ul><ul><li>Merkkennis </li></ul><ul><li>Reactie van con...
brand  knowledge  (merk kennis) <ul><li>Consists of:  </li></ul><ul><ul><li>1)  brand  awareness </li></ul></ul><ul><ul><l...
 
 
1. brand  awareness  (merk bekendheid) <ul><li>Consists of:  </li></ul><ul><ul><li>1)  brand  recognition  (merk  herkenni...
2. brand  image  (merk imago) <ul><li>Creating  strong, positive and unique  associations </li></ul><ul><li>Which depends ...
 
building a strong  brand <ul><ul><li>Brand  awareness (identity): Who are you? </li></ul></ul><ul><ul><li>Brand  knowledge...
 
brand  salience (merk saillantie / opmerkelijkheid)  <ul><ul><li>“ Breedte en diepte  </li></ul></ul><ul><ul><li>kennis va...
 
 
brand  image <ul><li>Gebruikersprofiel (hoe ziet de merkgebruiker eruit?) </li></ul><ul><ul><li>O.a geslacht, leeftijd, af...
Brand   design vs.   Brand   building Product Brand Identity Brand Design Brand Building Brand Relations Core Target Creat...
Brand design
design
design
<ul><li>“   … d esign  the process of seeking to optimize consumer satisfaction and company profitability through the crea...
what is  brand  design?
“ … brand  design is the creation and the visualization of  brands.. ” source: Brand design,  voor beleid in merkidentitei...
 
Functions of  brand  design <ul><li>Creating difference  </li></ul><ul><li>Creating extra value </li></ul><ul><li>Communic...
the inner side: A. creation of  brands (vormen van merken) the outer side: B. visualisation of  brands (vormgeven van merk...
A. the creation of a  brand  (inner side) <ul><li>establishing brand DNA (genetisch) </li></ul><ul><li>establishing brand ...
A. the creation of a  brand  (inner side) <ul><li>Brand vision </li></ul><ul><ul><li>What does the market look like in 5-1...
<ul><li>Sight </li></ul><ul><ul><li>Which visual aspects make our brand unique? </li></ul></ul><ul><li>Touch </li></ul><ul...
<ul><li>Visualisation through: </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Colours </li></ul></ul><ul><ul><li>Fo...
Sight Which visual aspects make our brand unique?
Touch Which physical aspects make our brand unique?
Hear Which audible aspects make our brand unique?
Taste Which taste makes our brand unique?
Smell Which smell makes our brand unique?
Language Which language does the brand talk?
People Which persons or characters are related to the brand?
the inner side: A. creation of  brands mental brand identity (mentale merk identiteit) the outer side: B. visualisation of...
 
 
 
a case:  starbucks
 
 
questions?  /comments
thank  you!
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Session 3, creating brand value 2011

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Session 3, creating brand value 2011

  1. 1. B ® AND EX20 11 ™
  2. 2. session 3 creating brand value
  3. 3. 1 week ago <ul><li>b randing events, music & entertainment </li></ul><ul><li>‘ merkmeerwaarde ’ </li></ul><ul><li>6 reasons why we should brand </li></ul><ul><li>t he ‘ red ’ case </li></ul>
  4. 4. customer-based brand equity <ul><li>CBBE </li></ul><ul><li>Merk meerwaarde bekeken vanuit consument </li></ul><ul><li>Kracht v/h merk: wat heeft de consument: </li></ul><ul><li>geleerd </li></ul><ul><li>gevoeld </li></ul><ul><li>gezien </li></ul><ul><li>gehoord </li></ul>
  5. 5. customer-based brand equity <ul><li>Onderscheidend effect </li></ul><ul><li>Merkkennis </li></ul><ul><li>Reactie van consumenten op marketing </li></ul>
  6. 6. brand knowledge (merk kennis) <ul><li>Consists of: </li></ul><ul><ul><li>1) brand awareness </li></ul></ul><ul><ul><li>2) brand image </li></ul></ul><ul><li>The associative network memory model </li></ul>
  7. 9. 1. brand awareness (merk bekendheid) <ul><li>Consists of: </li></ul><ul><ul><li>1) brand recognition (merk herkenning) </li></ul></ul><ul><ul><li>2) brand recollection (merk herinnering) </li></ul></ul><ul><li>Advantages: </li></ul><ul><ul><li>Influences the strength of associations </li></ul></ul><ul><ul><li>Better chance to be part of consideration set </li></ul></ul><ul><ul><li>Better chance to become the chosen brand </li></ul></ul>
  8. 10. 2. brand image (merk imago) <ul><li>Creating strong, positive and unique associations </li></ul><ul><li>Which depends upon: </li></ul><ul><ul><li>Personal relevance </li></ul></ul><ul><ul><li>Uniqueness </li></ul></ul><ul><ul><li>Consistency </li></ul></ul><ul><ul><li>Credibility </li></ul></ul>
  9. 12. building a strong brand <ul><ul><li>Brand awareness (identity): Who are you? </li></ul></ul><ul><ul><li>Brand knowledge: What are you? </li></ul></ul><ul><ul><li>Brand response: What I think of you? </li></ul></ul><ul><ul><li>Brand relationship: What about us? </li></ul></ul>
  10. 14. brand salience (merk saillantie / opmerkelijkheid) <ul><ul><li>“ Breedte en diepte </li></ul></ul><ul><ul><li>kennis van het merk” </li></ul></ul>
  11. 17. brand image <ul><li>Gebruikersprofiel (hoe ziet de merkgebruiker eruit?) </li></ul><ul><ul><li>O.a geslacht, leeftijd, afkomst, inkomen, carrière, politieke voorkeur, sociale komaf </li></ul></ul><ul><li>Aanschaf/gebruiksituaties (wanneer kan ik het merk kopen?) </li></ul><ul><ul><li>O.a verkoopkanaal, moment van gebruik </li></ul></ul><ul><li>Persoonlijkheid/waarden (wat is het merkkarakter?) </li></ul><ul><ul><li>O.a oprechtheid, opwindend, bekwaamheid, mondaniteit, ruigheid </li></ul></ul><ul><li>Geschiedenis, nalatenschap en erfgoed (wat is het verleden van het merk?) </li></ul><ul><ul><li>O.a. ervaringen, herinneringen, gebeurtenissen </li></ul></ul>
  12. 18. Brand design vs. Brand building Product Brand Identity Brand Design Brand Building Brand Relations Core Target Creation Building Result
  13. 19. Brand design
  14. 20. design
  15. 21. design
  16. 22. <ul><li>“ … d esign the process of seeking to optimize consumer satisfaction and company profitability through the creative use of major design elements (performance, quality, durability, appearance and cost) </li></ul><ul><li>in connection with products, environments, information and corporate identity …” </li></ul>
  17. 23. what is brand design?
  18. 24. “ … brand design is the creation and the visualization of brands.. ” source: Brand design, voor beleid in merkidentiteit Ruud Boer
  19. 26. Functions of brand design <ul><li>Creating difference </li></ul><ul><li>Creating extra value </li></ul><ul><li>Communicating promises </li></ul><ul><li>Creating awareness </li></ul><ul><li>Creating recognition </li></ul><ul><li>Communicating basic information </li></ul><ul><li>Fulfulling other functions </li></ul><ul><ul><ul><li>For example ‘Living the brand’ </li></ul></ul></ul>
  20. 27. the inner side: A. creation of brands (vormen van merken) the outer side: B. visualisation of brands (vormgeven van merken)
  21. 28. A. the creation of a brand (inner side) <ul><li>establishing brand DNA (genetisch) </li></ul><ul><li>establishing brand soul (karakter) </li></ul>
  22. 29. A. the creation of a brand (inner side) <ul><li>Brand vision </li></ul><ul><ul><li>What does the market look like in 5-10 years? What position does the brand have? </li></ul></ul><ul><li>Brand mission </li></ul><ul><ul><li>What do we have to do to make our vision come true? </li></ul></ul><ul><li>Brand values </li></ul><ul><ul><li>What is unique for our brand? </li></ul></ul><ul><li>Brand personality </li></ul><ul><ul><li>How can we describe our brand as it were a person? How can we describe our brand different to other brands </li></ul></ul><ul><li>Brand promise </li></ul><ul><ul><li>What is the most important promise we have towards the target group </li></ul></ul><ul><li>Brand core-concept </li></ul><ul><ul><li>What is the core of the brand, what is reason the brand exists? </li></ul></ul>
  23. 30. <ul><li>Sight </li></ul><ul><ul><li>Which visual aspects make our brand unique? </li></ul></ul><ul><li>Touch </li></ul><ul><ul><li>Which physical aspects make our brand unique? </li></ul></ul><ul><li>Hear </li></ul><ul><ul><li>Which audible aspects make our brand unique? </li></ul></ul><ul><li>Taste </li></ul><ul><ul><li>Which taste makes our brand unique? </li></ul></ul><ul><li>Smell </li></ul><ul><ul><li>Which smell makes our brand unique? </li></ul></ul><ul><li>Language </li></ul><ul><ul><li>Which language does the brand talk? </li></ul></ul><ul><li>People </li></ul><ul><ul><li>Which persons or characters are related to the brand? </li></ul></ul>B. the visualization of a brand (outer side)
  24. 31. <ul><li>Visualisation through: </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Colours </li></ul></ul><ul><ul><li>Fonts </li></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Shape </li></ul></ul><ul><ul><li>Material </li></ul></ul><ul><ul><li>Lay-out </li></ul></ul><ul><ul><li>Visuals (photos, icons, illustrations) </li></ul></ul>B. the visualization of a brand (outer side)
  25. 32. Sight Which visual aspects make our brand unique?
  26. 33. Touch Which physical aspects make our brand unique?
  27. 34. Hear Which audible aspects make our brand unique?
  28. 35. Taste Which taste makes our brand unique?
  29. 36. Smell Which smell makes our brand unique?
  30. 37. Language Which language does the brand talk?
  31. 38. People Which persons or characters are related to the brand?
  32. 39. the inner side: A. creation of brands mental brand identity (mentale merk identiteit) the outer side: B. visualisation of brands visual brand identity (visuele merkidentiteit)
  33. 43. a case: starbucks
  34. 46. questions? /comments
  35. 47. thank you!

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