Session 5, future branding, brand activation 2011

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Session 5, future branding, brand activation 2011

  1. 1. B ® AND EX20 11 ™
  2. 2. S ession 5 future branding: brand activation
  3. 3. 1 week ago <ul><li>Brand positioning </li></ul><ul><li>POP ’ s </li></ul><ul><li>POD ’ s </li></ul><ul><li>Brand audit </li></ul><ul><li>Case Bjorn Borg </li></ul>
  4. 4. Case: Click here for company presentation
  5. 5. Case: Bjorn Borg <ul><li>Uit welke drie basisonderdelen bestaat positioneren? Noem deze drie en vul deze in voor BB. </li></ul><ul><li>Eerst werd BB via jeanswinkels verkocht en later via eigen winkels. Geef hier een verklaring voor. </li></ul><ul><li>In de tekst staat: “Het assortiment hing tot nu toe vaak samen met de voorkeur van de locale clientele. Dat moet landelijk worden.” Geef voordelen en nadelen van deze switch. </li></ul><ul><li>Diverse licenties zijn overgedragen aan andere ondernemingen. Welk gevaar schuilt hierin? </li></ul><ul><li>In het boek wordt gesproken over POD’s en POP’s. Leg hiermee een relatie met b.v. Calvin Klein en Tommy Hilfiger. </li></ul><ul><li>Welke kern-merkassociaties herken jij bij BB? </li></ul>
  6. 6. course outline (first 7 weeks) Week Subject Chapter Keller 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 positioning & brand elements 3 & 4 5: Future branding: brand activation 5 & 6 6: Co-branding 7 7: Brand psychology: Neuromarketing gastcollege
  7. 7. S ession 5 future branding: brand activation
  8. 8. reference: chapter 5 & 6 strategisch merken management (Kevin Lane Keller)
  9. 9. 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>1995 … Societal branding: Ethics/contribution to society </li></ul>
  10. 10. advertisement overload leads to new ways of advertising & branding
  11. 11. 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>1995 … Societal branding: Ethics/contribution to society </li></ul><ul><li>------------------------------------------------------------------------------------------- </li></ul><ul><li>2005 … Experience branding: Consumer experience/ </li></ul><ul><li>all senses </li></ul>
  12. 12. examples <ul><li>Consumenten in campagnes integreren: Centraal beheer </li></ul><ul><li>Consumenten op een onverwacht moment aanspreken: IKEA </li></ul><ul><li>Consumenten op een prikkelende manier aanspreken: BMW </li></ul><ul><li>Consumenten op een creatieve, prikkelende manier onverwacht aanspreken: VTM </li></ul>
  13. 13. New economy <ul><li>Digitalisering </li></ul><ul><li>(web 2.0) </li></ul><ul><li>Customization </li></ul><ul><li>(maatwerk) </li></ul><ul><li>Samensmelting industrieën </li></ul><ul><li>(b.v. entertainment + technologie) </li></ul><ul><li>Gevolg: </li></ul><ul><li>merken laten massamarkt strategieën los </li></ul>
  14. 14. Changing consumer <ul><li>Consumenten…. </li></ul><ul><li>… hebben aanzienlijk meer macht… </li></ul><ul><li>… kunnen meer verschillende producten aanschaffen… </li></ul><ul><li>… kunnen veel informatie krijgen… (!!!) </li></ul><ul><li>… komen gemakkelijker in contact met bedrijven… </li></ul><ul><li>… komen gemakkelijker in contact met andere consumenten… (!!!) </li></ul>
  15. 15. To personalize marketing <ul><li>Experience marketing (belevenismarketing) </li></ul><ul><li>One to one marketing (één-op-één marketing) </li></ul><ul><li>Permission marketing (permissiemarketing) </li></ul>
  16. 16. One to one / permission
  17. 17. One to one / permission <ul><li>1 to 1: consument verschaft marketeer ervaring, waarop marketeer iets unieks maakt voor de consument </li></ul><ul><li>Permission: de dialoog ontstaan bij 1 op 1 verder uitwerken.. </li></ul>
  18. 18. experience marketing
  19. 19. experience economy: brand activation
  20. 20. an experience ‘ ...een belevenis is een gebeurtenis waarbij een persoon actief en emotioneel betrokken is en die waarde en betekenis heeft voor het individu...’ (source: Van experience naar challenge economy, Van Lier, Heijblom & Waijers)
  21. 21. “ ... when a consumer buys an experience, he pays to spend time enjoying series of memorable events that a company stages – as a theatrical play – to engage him in a personal way...” The Experience Economy (Pine & Gilmore, 1999)
  22. 22. goods, services and experiences goods services experiences organisation 1 services goods experiences organisation 2 experiences goods service organisation 3
  23. 23. Maslow ’ s Hierarchy of Needs PHYSIOLOGICAL OR SURVIVAL NEEDS SAFETY NEEDS LOVE, AFFECTION, AND BELONGINGNESS NEEDS ESTEEM NEEDS SELF- ACTUALIZATION
  24. 24. “… belevenismarketing prijst een product aan niet alleen door de eigenschappen en voordelen van een product naar voren te brengen, maar ook door het aan unieke en interessante ervaringen te koppelen...”
  25. 27. Which examples do you have from your every day life?
  26. 28. an example Commodity: grower Goods: manufacturer Service: coffee corner Experience: premium coffee shop Ultimate: Café Florian, Venice 2 cts per cup 5-25 cts per cup 50 cts - € 1 per cup € 1 - € 4 per cup € 5 - € 10 per cup
  27. 29. progression of economic value commoditization commodities services goods experiences commoditization commoditization customization customization customization
  28. 30. translation <ul><li>progression of economic value = </li></ul><ul><li>toename van economische waarde </li></ul><ul><li>customization = </li></ul><ul><li>maatwerk </li></ul><ul><li>commoditization = </li></ul><ul><li>vereenvoudiging </li></ul><ul><li>commodity = </li></ul><ul><li>grondstof / bulkgoed </li></ul>
  29. 31. Berliner Philharmoniker Orkest
  30. 32. experience economy (de belevenis economie) <ul><li>to arouse consumers (emotionally) </li></ul><ul><li>customization vs. commoditization </li></ul><ul><li>customers are willing to pay more for experiences  non-price-competition </li></ul>
  31. 33. Artikel “ Bios voor oudjes in dirndljurkjes ” <ul><li>Lees het artikel </li></ul><ul><li>Maak een ‘ progression of economic value ’ -model voor de filmbranche </li></ul><ul><li>In hoeverre denk je dat de veranderingen die in het artikel worden genoemd, ook in live muziek sector hun intrede kunnen/zullen doen? </li></ul>
  32. 34. an example Commodity: Goods: Service: Experience: Ultimate: per movie per movie per movie per movie per movie Film,camera,acteurs,actie DVD, Blu-ray,TV, popcorn Bioscoop, videotheek, on demand, drive in, Popcorngeur, 3D, stoelen, Pandadroom, ladies night, infotainment complex,
  33. 35. brand activation 1. Traditional media 2. New media
  34. 36. Or? brand activation <ul><li>(Brand) </li></ul><ul><li>paid media </li></ul>2. (Brand) owned media 3. (Brand) earned Media
  35. 37. brand earned media??
  36. 38. Media type Definition Examples The role Benefits Challenges (Brand) paid media Brand pays to use channels <ul><li>Display ads </li></ul><ul><li>Paid search </li></ul><ul><li>Sponsorships </li></ul>Active role in enlarging brand knowledge <ul><li>In demand </li></ul><ul><li>Immediacy </li></ul><ul><li>Control </li></ul><ul><li>Overload </li></ul><ul><li>Declining response rates </li></ul><ul><li>Poor credibility </li></ul>(Brand) owned media Channels a brand controls <ul><li>Website </li></ul><ul><li>Mobile site </li></ul><ul><li>Blog </li></ul><ul><li>Twitter </li></ul>Build for longer-term relationship with existing potential customers <ul><li>Control </li></ul><ul><li>Cost efficiency </li></ul><ul><li>Versatility </li></ul><ul><li>Niche audiences </li></ul><ul><li>Long term </li></ul><ul><li>No guarantees </li></ul><ul><li>Not trusted </li></ul><ul><li>Takes time to find segments </li></ul>(Brand) earned media When customers become the channel <ul><li>Buzz </li></ul><ul><li>Viral </li></ul><ul><li>Experience </li></ul>Listen and respond. Interact. Create. Come alive <ul><li>Most credible </li></ul><ul><li>Transparent and lives on </li></ul><ul><li>Strong ties with customer </li></ul><ul><li>Less control </li></ul><ul><li>Can be negative </li></ul><ul><li>Hard to measure </li></ul>
  37. 39. so what has changed? <ul><li>Permission vs. Interruption </li></ul><ul><li>Creativity vs. Overwhelming </li></ul><ul><li>Extensive segmentation </li></ul><ul><li>Choosing instruments on the fly </li></ul>
  38. 40. examples <ul><li>commercially </li></ul><ul><ul><li>Magnum Gold </li></ul></ul><ul><ul><li>Pasos de los Toros </li></ul></ul><ul><ul><li>Madame Tresesti </li></ul></ul><ul><ul><li>Adidas </li></ul></ul><ul><ul><li>Legoclick </li></ul></ul><ul><ul><li>Heineken </li></ul></ul><ul><li>non-commercially </li></ul><ul><ul><li>$73,000 bar tab </li></ul></ul>
  39. 41. ...a focus on quality of communication, not on quantity or reach more focus on impact...
  40. 42. questions? /comments
  41. 43. thank you!

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