Branding vn-select-small

BRAND MANAGEMENTCHRISTIAN BLUEMELHUBER BLUEMELHUBER.DE

FACTORIES RUST AWAY PACKAGES BECOME OBSOLETE PRODUCTS LOSE THEIR RELEVANCEBUT GREAT BRANDS

branding evolved BENE PARTICI FITS EXPERIEN PATION WHAT IT CES WHO YOU ARE PLAY DOES WHAT YOU FEEL WITH MEWHAT IT IS today ➟1900 ➟ 1925 ➟ 1950 ➟ 2000 ➟

mainchallenges CLUTTER ATTENTIONCASH ECONOMY Brand´s valueresides in the CONSISTENCY future BRAND PROMISE PlaY vs. BRAND REALITY LOSS OF CONTROL

three roles in bra nding STRA TEGISTBRIC OLEURS AGENCIES, “ PROVIDER ➡ ➡ „CREATIVES OF RESOURCES➡ HOW CONSUMERS PERCEIVE, LEARN, ➡ DESIGN, PROFIT DECIDE, PARTICIPATE DELIVER, PROVIDE ➡ DISTRIBUTION & BUY ➡ IMAGES ➡ GOALS➡ CONSUMER´S & EXPERIENCES (CUSTOMER EQUITY) LIFESTYLE & MOTIVES & LINKS

private sphere USAGE public sphere three media SUPERMARKETbrand S PACES SHERE SHOP WINDOW 1way media SERVICESCAPE social media

thceemponents r o BRAND- KNOWLEDGE BRAND- IDENTITY brand BRANDING BRAND ARCHITECTURE BRAND EXPLOITATION

awhat is od“ brand management „go FOLLOWSshows IS „S TANDARDS“ results IS „STATE OF RESPON THE aRT! SIBLE

explicit MEMORY >semantic >episodic >derived implicit MEMORYATTENTION MEMORY OF THELEARNING future

POSITIONING CONCEPTING IMPROVINGbETTEFRMAN RENT DIFFEMANAGER n e W T CRA PLAYER ni ng“ fr om 1. 0 to 3.0„p os itio

brandimperatives INCRE ASE B´EQUITYBE DIFFEE UNT E E B NIQU STAYMARKETLTRENDS NT ALIGN RESOURCES, RE & EVA DELIVER THE PROMISEBE A „GOOD“ PARTNER (SOCIETY)

CULTURESit. Group three ions COnNEC dimens CEX TION in bra nd delivery Customer

in ter nat ion al b ra nd con te xt BRAND L GLOBAANDS ADAPTATIONS „ BR PLATFORM BRANDINGGOBAL SEGMENTS 55% GLOBAL CITIZENS 23% GLOBAL DREAMERS 13% ANTIGLOBALS 8% GLOBAL AGNOSTICS REGIONAL, LOCAL BRANDSquality EXOTIC BRANDS „ signal global CSR myth Study by Holt et al.

Branding vn-select-small

by Christian Bluemelhuber on Dec 18, 2011

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Branding vn-select-small — Presentation Transcript