15 de essentie van een merk   chris van roey
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15 de essentie van een merk chris van roey

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  • Ik stel me graag eerst even voor.

15 de essentie van een merk   chris van roey 15 de essentie van een merk chris van roey Presentation Transcript

  • D M®K IS E E GD :D ESN IV N H TMR E SE T A E E K E ‘over heid: m k, im er ago en ident it eit ’ 7 m 201 ei 2 Chr is Van r oey - t he house of br ands
  • Docent Job Opl eiding1982 1987 1996 2007 2012
  • W TIEN MR ? A S E EK
  • EN MR IE E KS ...
  • N M E SE K E K OE EN T R MR
  • KN E KN SE K MR E E MR E T R E E KN EXTERN INTERN✓ Ver st aanbaar ✓ DUIDELIJK✓ aanwezig ✓ COHERENT✓ Rel evant MERK ✓ CONSISTENT✓ gel oof waar dig ✓ AUTHENTIEK✓ Gedif f er ent ieer d
  • SR T GS H MR GD T A E I E E K IS C INTERN✓ DUIDELIJK✓ COHERENT STRATEGISCHE MERKGIDS✓ CONSISTENT > HET MERK OP1 PAGINA <✓ AUTHENTIEK
  • VOOR EL MR GD BED E K IS
  • H TP OC S E R E DESK INTERACTIEVE INTERVIEWSRESEARCH W ORKSHOPS
  • MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS CONTEXT ‘WAT’ ‘HOE’ ‘WIE’ Reasons-to-Believe Merk Voordelen Positionering Merk Persoonlijkheid Merk Essentie
  • V IE M S IE N I I S SE MISSIEVISIE De UBA helpt adverteerdersVerantwoorde communicatie het rendementleidt tot: van hun communicatie-investeringen- goed geïnformeerde consumenten te maximaliseren- een gezonde en groeiende economie door de effectiviteit,- een open en innovatieve maatschappij de efficiëntie en de duurzaamheid van communicatie te stimuleren in een open en transparante communicatie-omgeving.
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie ‘WAT’ Merk Essentie ‘HOE’ MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS ‘WIE’
  • MR ESN I E K SE TE
  • K A TMR A S IT S A R E K SOCA I E risk complexity process confidence communica opinions trade partners food chain tion EU protect openness public consumers transparency holistic risk data assessment latest food safety knowledge available reliable scientific excellence networking credibility trust frustration if disagree advice best experts confidence cooperation EFSA independence recognition volunteers "responsive" "agency" timely health claims authority GMO proactive bureaucracy workload objective self taskingEFSA brand concept map June 06, 2009 Version 2.0 © The House of Brands 2009
  • U AMR ESN I B E K SE TE
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie ROCI ‘WAT’ Merk Essentie Merk Persoonlijkheid ‘HOE’ MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS ‘WIE’
  • T S MR PROON IH I ET E KE S LK E J D
  • T S MR PROON IH I ET E KE S LK E J D- Colgate - Burton - BBC - Chanel N° 5 - Levis- Hallmark - Pepsi - Volkswagen - Lexus - Marlboro- Kodak - Wall Street Journal - Nike
  • U AMR PROON IH I B E KE S LK E J D BEKWAAM PROFESSIONEEL ENTHOUSIAST DYNAMISCH COLLEGIAAL
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie Dy En na th m ou isc h sia st ROCI ‘WAT’ Collegiaal Positionering Merk Essentie Merk Voordelen Merk Persoonlijkheid Pr of Be es kw s io aa m ne el ‘HOE’ MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS ‘WIE’
  • P ION R G OS I E I T N VERTEGENWOORDIGEN REPRESENTER - REPRESENT INFORMEREN “t he voice of t he adver t iser ” INFORM - INFORM ER “t he sour ce f or t al ent ed adver t iser s” UITWISSELEN ONTMOETEN ECHANGER - SHARE RENCONTRER - M EET“connect ing t he sm t est m ar inds” “t he r eal com unicat ion com unit y” m m
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie Ve On rte tm ge oe nw te oo n rd Dy En ig na th en m ou isc h sia st ROCI ‘WAT’ Collegiaal Positionering Merk Essentie Merk Voordelen Reasons-to-Believe Merk Persoonlijkheid Pr of Be es kw s io aa m ne Ui el In tw fo rm iss er ele en n ‘HOE’ MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS ‘WIE’
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie W C OBekat E r f a s F A O -V R e v R r - P X h J o e E s id P it C n S M u A -M - io M m S m l id I P e u r n d - ae e A pr B c Ve n C s v C e - l U B h rte d M o QOn tm ge r A g - oe nw oo n a M is E te n rd a D t I Dy En ig ie A s na th en m ou isc h sia st n ok ROCI B o- ‘WAT’ Collegiaal it r sa Positionering Ted D y Merk Essentie Merk Voordelen Reasons-to-Believe Merk Persoonlijkheid Pr of Be es kw s io aa m ne Ui el In tw U On fo rm iss B l M A in er ele e e en n A co x i E da c m p C a U m r e d B u W et o m A n e is m r e m y S ic k C is :C e a g e s M r t i r n ie o t s i e e C vc e l p r & e pa e s n Ms t a s form G ids ue ter C t r A vr e de is lass UA B es ‘HOE’ MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS ‘WIE’
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie W C OBekat E r f a s F A O -V R e v R r - P X h J o e E s id P it C n S M u A -M - io M m S m l id I P e u r n d - ae e A pr B c Ve n C s v C e - l U B h rte d M o QOn tm ge r A g - oe nw oo n a M is E te n rd a D t I Dy En ig ie A s na th en m ou isc h sia st n ok ROCI B o- ‘WAT’ Collegiaal it r sa Positionering Ted D y Merk Essentie Merk Voordelen Reasons-to-Believe Merk Persoonlijkheid Pr of Be es kw s io aa m ne Ui el In tw U On fo rm iss B l M A in er ele e e en n A co x i E da c m p C a U m r e d B u W et o m A n e is m r e m y S ic k C is :C e a g e s M r t i r n ie o t s i e e C vc e l p r & e pa e s n Ms t a s form G ids ue ter C t r A vr e de is lass UA B es b ise k e V ue e a l V ral Mrbl in e ev g UITDRUKKING ‘HOE’ MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS ‘WIE’
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie W C OBekat E r f a s F A O -V R e v R r - P X h J o e E s id P it C n S M u A -M - io M m S m l id I P e u r n d - ae e A pr B c Ve n C s v C e - l U B h rte d M o Q On tm ge r A g - oe nw oo n a M is E te n rd a D t I Dy En ig ie A s na th en m ou isc h sia st n ok ROCI B o- ‘WAT’ Collegiaal it r sa Positionering Ted D y Merk Essentie Merk Voordelen Reasons-to-Believe Merk Persoonlijkheid Pr of Be es kw s io aa m ne Ui el In tw U On fo rm iss B l M A in er ele e e en n A co x i E da c m p C a U m r e d B u W et o m A n e is m r e m y S ic k C is :C e a g e s M r t i r n ie o t s i e e C vc e l p r & e pa e s n Ms t a s form G ids ue ter C t r A vr e de is lass UA B es b ise k e V ue e a l V ral Mrbl in e ev g UITDRUKKING ‘HOE’ MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS e a B s Md h UA ‘WIE’ nut Cm .Oe e om eia r e e g t rse e Gs. pr vr id B ee Ids ie Md r ie popc n p s el eue l ee e U ALdn Md c t l r o eiae s a Agmn pr nut as . eiae r e Ids ies c s R c mbr u n as DOELGROEPEN
  • Visie V rnwod cm u ict l to ge gïnome e osmne, e tore o mn a e t od e f e d cnu et a ie id t r r n e gzne n re ne cnm e e oe e in oa v ma cap . e eod e goied eoo ie n e pn n nvt e at hpij n n ie s Missie D U Ahl avr e e htedmn vn u cm u ict- vs r gn e e B e t de e dr er e et a hn o mn a ine e e t p tr s n ie t in CONTEXT mx a e n aiml r is edo d e et it , d e ic nie n e u rame vn o mn a ts ue n or e f c e e f iët e d duza hid a cm u ict e t l e f iv it f ie im r in e oe e t nprne o mn a - mein e pn n r saatcm u ict o gv g n a ie W C OBekat E r f a s F A O -V R e v R r - P X h J o e E s id P it C n S M u A -M - io M m S m l id I P e u r n d - ae e A pr B c Ve n C s v C e - l U B h rte d M o Q On tm ge r A g - oe nw oo n a M is E te n rd a D t I Dy En ig ie A s na th en m ou isc h sia st n ok ROCI B o- ‘WAT’ Collegiaal it r sa Positionering Ted D y Merk Essentie Merk Voordelen Reasons-to-Believe Merk Persoonlijkheid Pr of Be es kw s io aa m ne Ui el In tw U On fo rm iss B l M A in er ele e e en n A co x i E da c m p C a U m r e d B u W et o m A n e is m r e m y S ic k C is :C e a g e s M r t i r n ie o t s i e e C vc e l p r & e pa e s n Ms t a s form G ids ue ter C t r A vr e de is lass UA B es b ise k e V ue e a l V ral Mrbl in e ev g UITDRUKKING ‘HOE’ t Sric Rs r Enw E et Ta in ul t oms e e W bit e ac Me g vns - es are l ese v s rin g oiamd e h e ins Javr a ic ie ie Pb a s sg Cm is s Sc l eia MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS e a B s Md h UA ‘WIE’ nut Cm .Oe e om eia r e e g t rse e Gs. pr vr id B ee Ids ie Md r ie popc n p s el eue l ee e U ALdn Md c t l r o eiae s a Agmn pr nut as . eiae r e Ids ies c s R c mbr u n as TOUCHPOINTS DOELGROEPEN
  • D ESN IV N EN SE K E K E SE T A E T R MR E
  • IP C SE K E K MA T T R MRHerkenning Attributie Netto-impact
  • D M®K IS E E GD :D ESN IV NH TMR E SE T A E E K E Chr is@ hehouseof br ands.be t @ ivar o cr