Session 1, introduction to branding 2011 2012


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Session 1 year 2011-2012

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Session 1, introduction to branding 2011 2012

  1. 1. branding & experience marketing
  2. 2. B ® AND EX20 11 ™
  3. 3. session 1 an introduction to branding
  4. 4. John Verhoeven MSc. Brand management
  5. 5. practical information <ul><li>be on time! </li></ul><ul><li>slides are on paperclip </li></ul><ul><li>exams are at the end of semester 2 </li></ul>
  6. 6. interactivity <ul><li>Facebook: Brandex2011 </li></ul><ul><ul><li>Become a fan! </li></ul></ul><ul><ul><li>S lides (slideshare links) </li></ul></ul><ul><ul><li>Videos (youtube links) </li></ul></ul><ul><ul><li>Articles ( / links) </li></ul></ul><ul><ul><li>Interaction (forum) </li></ul></ul><ul><ul><li>Course messages </li></ul></ul><ul><li>Twitter: </li></ul><ul><ul><ul><li>Messages/questions: #brandex2011 </li></ul></ul></ul><ul><ul><ul><li>Voting: @votebytweet [option 1,2,3] #votebrandex2011 </li></ul></ul></ul>
  7. 8. © SAP 2009 / Page
  8. 9. TWITTER VOTING © SAP 2009 / Page 1. Option 1 2. Option 2 3. Option 3
  9. 10. t he book ISBN: 978-90-430-1729-9
  10. 11. course outline (first 7 weeks) Session 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: Brand psychology: Neuromarketing 7 7: Measuring brand value 8 / 9 & 10
  11. 12. session 1: an introduction to branding
  12. 13. why this ‘branding’ course?
  13. 14. reference: chapter 1 ‘strategisch merken management’
  14. 16. Tony ’s Chocolonely <ul><ul><ul><li>Do you recognize it? </li></ul></ul></ul><ul><ul><ul><li>Do you know it? </li></ul></ul></ul><ul><ul><ul><li>Do you trust it? </li></ul></ul></ul><ul><ul><ul><li>Do you like it? </li></ul></ul></ul><ul><ul><ul><li>Do you think it ’s better? </li></ul></ul></ul><ul><ul><ul><li>Do you buy it? </li></ul></ul></ul><ul><ul><ul><li>Do you recommend it? </li></ul></ul></ul>
  15. 17. Tony ’s Chocolonely <ul><li>Do you recognize it?: Brand awareness </li></ul><ul><li>Do you know it?: Brand knowledge </li></ul><ul><li>Do you trust it?: Brand image </li></ul><ul><li>Do you like it?: Brand attitude / brand value </li></ul><ul><li>Do you think it ’s better?: Brand preference </li></ul><ul><li>Do you buy it?: Brand loyalty </li></ul><ul><li>Do you recommend it?: Brand fan </li></ul>
  16. 18. <ul><li>“ … brands take a position inside your memory, and stay there until they ’ re needed… ” </li></ul><ul><li>L ink 55.20 </li></ul>
  17. 19. Een verandering van denken Hoe benaderen bedrijven hun klanten <ul><li>Productie ori ë ntatie: massaproductie, klant heeft geen keus, meer verkopen door efficiënt produceren </li></ul><ul><li>Product oriëntatie: meer verkopen door kwaliteitsverbetering van product </li></ul><ul><li>Verkoop oriëntatie: meer verkopen door meer communiciatie (promotie) en distributie </li></ul><ul><li>Marketing oriëntatie: meer verkopen door beter te luisteren naar wat klant wil en het product erop afstemmen </li></ul><ul><li>Maatschappelijke marketing oriëntatie: meer verkopen door beter te luisteren naar wat de klant wil en het product erop afstemmen, en daarbij ook letten op (schadelijke) effecten die productie met zich meebrengt (imago!) </li></ul>
  18. 20. Marketinginstrumenten <ul><li>Een bedrijf dat marketing wil toepassen kan </li></ul><ul><li>dit d.m.v. het gebruik en het veranderen </li></ul><ul><li>van de marketing instrumenten: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Prijs </li></ul></ul><ul><ul><li>Plaats </li></ul></ul><ul><ul><li>Promotie </li></ul></ul><ul><ul><li>(Personeel) </li></ul></ul>Marketingmix
  19. 21. Product <ul><li>Kwaliteit (materialen, etc.) v/h product </li></ul><ul><li>Vormgeving (ontwerp, grootte, kleur, etc.) v/h product </li></ul><ul><li>Verpakking (bescherming, aantrekkelijkheid, opslag, etc.) v/h product </li></ul><ul><li>Merknaam (logo, herkenbaarheid) v/h product </li></ul><ul><li>Accessoires (bijproducten) v/h product </li></ul><ul><li>Assortiment (breedte van het aanbod) </li></ul><ul><li>Service (installatie, garantie, instructies, handleiding, etc.) v/h product </li></ul>
  20. 23. a split second
  21. 44. what is a brand?
  22. 46. <ul><li>risk-taking </li></ul><ul><li>competitive </li></ul><ul><li>healthy </li></ul><ul><li>individualistic </li></ul><ul><li>source: Nike, brandbook 2009 </li></ul>
  23. 47. 5 quotes by <ul><li>&quot;The only one who can tell you 'you can't ‘, is you. And you don't have to listen to that.&quot; </li></ul><ul><li>&quot;My better is better than your better.&quot; </li></ul><ul><li>&quot;Training is the opposite of hoping.&quot; </li></ul><ul><li>&quot;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.&quot; </li></ul><ul><li>&quot;Just do it!&quot; </li></ul>
  24. 48. what is a brand?
  25. 50. “ … 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)
  26. 51. “ … een merk is een naam, logo, symbool of ontwerp, of een combinatie van deze zogeheten merk elementen, dat wordt teogevoegd aan een product… ” source: Strategisch merkenmanagement definition (2)
  27. 52. “ … a brand is a intangible but critical component of what an organization stands for… ” source: Brand Asset Management, Scott M. Davis definition (3)
  28. 53. brands have got their own stories
  29. 55. brands have got their own life-cycle
  30. 58. brands have got their own personality
  31. 61. brands have got their own responsibility
  32. 66. brands have got their own theory
  33. 68. brand goeroes <ul><li>Nederland </li></ul><ul><li>Giep Franzen </li></ul><ul><li>Ruud Boer </li></ul><ul><li>Wil Michels </li></ul><ul><li>Roland van Kralingen </li></ul><ul><li>Buitenland </li></ul><ul><li>Kevin Lane Keller </li></ul><ul><li>Jean-Noëll Kapferer </li></ul><ul><li>David Aaker </li></ul><ul><li>Scott M. Davis </li></ul>
  34. 69. brands have got their own rivals
  35. 71. history of branding link
  36. 72. 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>1990 … Experience branding: Consumer experience/ </li></ul><ul><li>all senses </li></ul><ul><li>1995 … Societal branding: Ethics/contribution to society </li></ul><ul><li>2000 … Total branding: Integrated system of physical, psychological and social components of an ideology </li></ul>
  37. 73. why brands? (chapter 1) <ul><li>Identificatie van bron van product (afkomst) </li></ul><ul><li>Toewijzing van verantwoordelijkheid </li></ul><ul><li>Risicoverkleiner </li></ul><ul><li>Zoekkostenverkleiner (intern en extern) </li></ul><ul><li>Belofte, relatie met maker van product </li></ul><ul><li>Symbolisch instrument </li></ul><ul><li>Signaal van kwaliteit </li></ul>
  38. 74. what is branding ?
  39. 75. “ … 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:
  40. 76. brand the brander the brander users
  41. 77. can everything become a brand?
  42. 78. creating brands (chapter 1) <ul><li>Goods (b-to-c / b-to-b) </li></ul><ul><li>Services </li></ul><ul><li>Retailers </li></ul><ul><li>Online products & services </li></ul><ul><li>People & organisations </li></ul><ul><li>Sports & arts </li></ul><ul><li>Regions (city marketing) </li></ul><ul><li>Entertainment </li></ul>
  43. 79. test: twitter some links to #brandex2011 <ul><li>People & organisations </li></ul><ul><li>Sports & arts </li></ul><ul><li>Regions (city marketing) </li></ul>
  44. 80. © SAP 2009 / Page
  45. 81. branding services
  46. 82. branding retailers
  47. 83. branding online products
  48. 84. branding people & organisations
  49. 85. branding sports & arts
  50. 86. branding regions
  51. 87. branding entertainment
  52. 89. what is branded entertainment?
  53. 90. “ … the practice of tying a brand name to an entertainment property with seamless integration and a natural fit… ”
  54. 92. next week <ul><li>branding music, events & entertainment </li></ul><ul><li>prepare chapter 1 of ‘Strategisch Merkenmanagement’ </li></ul><ul><li>bring with you: one physical product of </li></ul><ul><li>branded entertainment </li></ul><ul><li>describe: </li></ul><ul><li>brand awareness, brand knowledge, </li></ul><ul><li>brand image, brand attitude, </li></ul><ul><li>brand value, brand preference, </li></ul><ul><li>brand loyalty, brand fan? </li></ul><ul><li>you could be picked out </li></ul>
  55. 93. thank you!