Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
B®ANDING
™
session 1
an introduction to branding
John Verhoeven
MSc. Brand management
who are you?
• Describe yourself using 4 brands
• Use specific characteristics of these
brands
• These characteristics sho...
For instance
1. Red Bull: I am into extreme living, I like
extreme sports and are always looking
for a new challenge
2. Wa...
practical information
• be on time!
• slides are on portal / slideshare
• exam is at the end of the second term
the book
ISBN: 978-90-430-1729-9
course outline
Week Subject Chapter Keller
1 Introduction in branding: brand management and
global course overview, Brandi...
Lots of self study!
session 1:
an introduction to branding
Do you recognize it?
Do you know it?
Do you think it’s cool?
Do you like it?
Do you think it’s better?
Do you buy it?
Do y...
1. Do you recognize it?: Brand awareness
2. Do you know it?: Brand knowledge
3. Do you think it’s cool?: Brand image
4. Do...
why this ‘branding’ course?
Why are brands important?
For consumers
• Identification of source of
product
• Assignment of responsibility
to product ma...
“Brands provide consumers
with
a shorthand device
or
means of simplification
for their product decisions”
“..buying a brand
is avoiding risk..”
Avoiding risk?
• Functional risk: product doesn’t match expectations
• Physical risk: product poses a threat to my health
...
A change of thoughts
How to companies approach their customers
• Production orientated: mass production, customers have no...
Marketing instruments
- Product
- Price
- Place
- Promotion
- (People)
Marketing mix
Product
1. Quality (materials, etc.)
2. Design (size, colour etc.)
3. Packaging (protection, storage, etc.)
4. Brand (logo...
a brand vs. a product
a split second
“…brands take a
position inside your
memory, and stay there
until they’re needed…”
“…and you don’t have
to be old for that…”
link
what does this mean?
so what is a brand?
what comes to mind
when you see this logo?
risk-taking
competitive
healthy
individualistic
source: Nike, brandbook 2009
5 quotes by
"The only one who can tell you 'you can't‘, is you.
And you don't have to listen to that."
"My better is bette...
what is a brand?
“…a brand is a name, term,
symbol, or design, or a
combination of them, intended
to identify goods and services
of one sel...
“…een merk is een naam, logo,
symbool of ontwerp, of een
combinatie van deze
zogeheten merkelementen, dat
wordt toegevoegd...
“…a brand is a intangible but
critical component of what an
organization stands for…”
source: Brand Asset Management,
Scot...
brands have
got their own stories
brands have
got their own life-cycle
brands have
got their own
personality
brands have
got their own
responsibility
brands have
got their
own theory
brand goeroes
The Netherlands
Giep Franzen
Ruud Boer
Wil Michels
Roland van Kralingen
The World
Kevin Lane Keller
Jean-Noë...
brands have
got their
own rivals
history of branding
link
1850 … Identification branding: Products/services/quality
1950 … Benefit branding: Product benefits/
What’s in it for me?
...
Why are brands important?
For consumers
• Identification of source of
product
• Assignment of responsibility
to product ma...
what is branding?
“…branding is the blend of art and
science that manages associations
between a brand and memories in
the mind of the audie...
brand
the brander
the brander users
can everything
become a brand?
branding services
branding retailers
branding online products
branding people &
organisations
branding sports & arts
branding regions
branding entertainment
what can become a brand?
• Goods (b-to-c / b-to-b)
• Services
• Retailers
• Online products & services
• People & organisa...
what is branded
entertainment?
“…the practice of tying
a brand name to an
entertainment property
with seamless integration
and a natural fit…”
why brands
become more important
in EME…
6 reasons why
1. people face a
dizzling array of
choices:
“..there is so much
to choose from!..”
2. entertainment
products drift towards
commoditization:
“…they’re on every street
corner!...”
3. a brand
differentiates the
entertainment product
from similar offerings:
“…standing out of the
crowd!...”
me!me!me!me!
me!
me!
me!
me!
me! me! me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
m...
4. a brand reduces
the need to compete
on price or donations:
“…willing to pay for the
best!...”
“In 2009, 2010 & 2011 the
Lowlands festival sold out
without any bands or acts
being announced!”
5. a strong brand
gives employees
a focus and sense of
purpose:
“…what are we
doing here?...”
6. a strong brand can
help to identify a
certain community or
group of people:
“…we share the same
brands! (and values)...”
more about brands &
communities in another
session
next week
• Creating brand value & brand positioning
• Prepare chapter 1 till 3 ‘Strategic brand
management’
thank you!
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Session 1, introduction to branding 2013 2014
Upcoming SlideShare
Loading in …5
×

Session 1, introduction to branding 2013 2014

3,367 views

Published on

Advanced Course Branding, Fontys Academy for Creative Industries

  • I Got The Full File, I Just Wanna Share to You Guyszz.. It's Working You Can The Download The Full File + Instructions Here : http://gg.gg/setupexe
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Session 1, introduction to branding 2013 2014

  1. 1. B®ANDING ™
  2. 2. session 1 an introduction to branding
  3. 3. John Verhoeven MSc. Brand management
  4. 4. who are you? • Describe yourself using 4 brands • Use specific characteristics of these brands • These characteristics should match your personality
  5. 5. For instance 1. Red Bull: I am into extreme living, I like extreme sports and are always looking for a new challenge 2. War child: I care about children and about the well-being of people that are less fortunate 3. Nokia: I am always trying to connect with people, I like to be in touch 4. Facebook: Life is about sharing, I am only happy when I can share my happiness with others
  6. 6. practical information • be on time! • slides are on portal / slideshare • exam is at the end of the second term
  7. 7. the book ISBN: 978-90-430-1729-9
  8. 8. course outline Week Subject Chapter Keller 1 Introduction in branding: brand management and global course overview, Branding music, events and entertainment 1 2 Creating brand value, Brand positioning 2 & 3 3 Building brand equity, Brand associations 4 & 5 4 Future branding: brand activation 6 & 7 5 Brand research, Brand psychology, Neuromarketing, Measuring brand value 8, 9 & 10 6 Brand strategy, Brand extensions, International branding, Summary 11, 12, 13 & 14
  9. 9. Lots of self study!
  10. 10. session 1: an introduction to branding
  11. 11. Do you recognize it? Do you know it? Do you think it’s cool? Do you like it? Do you think it’s better? Do you buy it? Do you recommend it?
  12. 12. 1. Do you recognize it?: Brand awareness 2. Do you know it?: Brand knowledge 3. Do you think it’s cool?: Brand image 4. Do you like it?: Brand attitude / brand value 5. Do you think it’s better?: Brand preference 6. Do you buy it?: Brand loyalty 7. Do you recommend it?: Brand fan
  13. 13. why this ‘branding’ course?
  14. 14. Why are brands important? For consumers • Identification of source of product • Assignment of responsibility to product maker • Risk reducer • Search cost reducer • Promise, bond or pact with maker of product • Symbolic device • Signal of quality For manufacturers • Means of identification to simplify handling or tracing • Means of legally protecting unique features • Signal of quality level to satisfied customers • Means of endowing products with unique associations • Source of competitive advantage • Source of financial return
  15. 15. “Brands provide consumers with a shorthand device or means of simplification for their product decisions”
  16. 16. “..buying a brand is avoiding risk..”
  17. 17. Avoiding risk? • Functional risk: product doesn’t match expectations • Physical risk: product poses a threat to my health • Financial risk: the product is not worth the price paid • Social risk: the product results in embarrassment • Psychological risk: the product affects my mental well-being • Time risk: buying the wrong products leads to loss of time (in order to search for a new product)
  18. 18. A change of thoughts How to companies approach their customers • Production orientated: mass production, customers have no choice, selling more by efficient production • Product orientation: selling more because the quality of products is better • Sales orientation: selling more because of a lot of communication and promotion • Marketing orientation: selling more by listening to the needs of customers and to adjust products to those needs • Societal marketing orientation: selling more by listening to the needs of customers and to adjust products to those needs, also these companies pay attention to the effects of their actions to our planet
  19. 19. Marketing instruments - Product - Price - Place - Promotion - (People) Marketing mix
  20. 20. Product 1. Quality (materials, etc.) 2. Design (size, colour etc.) 3. Packaging (protection, storage, etc.) 4. Brand (logo, recognition, etc.) 5. Accessories 6. Assortment (width, depth, etc.) 7. Service (installation, guarantees, instructions, etc.)
  21. 21. a brand vs. a product
  22. 22. a split second
  23. 23. “…brands take a position inside your memory, and stay there until they’re needed…”
  24. 24. “…and you don’t have to be old for that…”
  25. 25. link
  26. 26. what does this mean?
  27. 27. so what is a brand?
  28. 28. what comes to mind when you see this logo?
  29. 29. risk-taking competitive healthy individualistic source: Nike, brandbook 2009
  30. 30. 5 quotes by "The only one who can tell you 'you can't‘, is you. And you don't have to listen to that." "My better is better than your better." "Training is the opposite of hoping." "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." "Just do it!"
  31. 31. what is a brand?
  32. 32. “…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)
  33. 33. “…een merk is een naam, logo, symbool of ontwerp, of een combinatie van deze zogeheten merkelementen, dat wordt toegevoegd aan een product…” source: Strategisch merkenmanagement definition (2)
  34. 34. “…a brand is a intangible but critical component of what an organization stands for…” source: Brand Asset Management, Scott M. Davis definition (2)
  35. 35. brands have got their own stories
  36. 36. brands have got their own life-cycle
  37. 37. brands have got their own personality
  38. 38. brands have got their own responsibility
  39. 39. brands have got their own theory
  40. 40. brand goeroes The Netherlands Giep Franzen Ruud Boer Wil Michels Roland van Kralingen The World Kevin Lane Keller Jean-Noëll Kapferer David Aaker Scott M. Davis
  41. 41. brands have got their own rivals
  42. 42. history of branding link
  43. 43. 1850 … Identification branding: Products/services/quality 1950 … Benefit branding: Product benefits/ What’s in it for me? 1970 … Symbolic branding: Personality/user image/ lifestyle 1990 … Experience branding: Consumer experience/ all senses 1995 … Societal branding: Ethics/contribution to society 2000 … Total branding: Integrated system of physical, psychological and social components of an ideology the evolution of branding
  44. 44. Why are brands important? For consumers • Identification of source of product • Assignment of responsibility to product maker • Risk reducer • Search cost reducer • Promise, bond or pact with maker of product • Symbolic device • Signal of quality For manufacturers • Means of identification to simplify handling or tracing • Means of legally protecting unique features • Signal of quality level to satisfied customers • Means of endowing products with unique associations • Source of competitive advantage • Source of financial return
  45. 45. what is branding?
  46. 46. “…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: Brandchannel.com
  47. 47. brand the brander the brander users
  48. 48. can everything become a brand?
  49. 49. branding services
  50. 50. branding retailers
  51. 51. branding online products
  52. 52. branding people & organisations
  53. 53. branding sports & arts
  54. 54. branding regions
  55. 55. branding entertainment
  56. 56. what can become a brand? • Goods (b-to-c / b-to-b) • Services • Retailers • Online products & services • People & organisations • Sports & arts • Regions (city marketing) • Entertainment
  57. 57. what is branded entertainment?
  58. 58. “…the practice of tying a brand name to an entertainment property with seamless integration and a natural fit…”
  59. 59. why brands become more important in EME… 6 reasons why
  60. 60. 1. people face a dizzling array of choices: “..there is so much to choose from!..”
  61. 61. 2. entertainment products drift towards commoditization: “…they’re on every street corner!...”
  62. 62. 3. a brand differentiates the entertainment product from similar offerings: “…standing out of the crowd!...”
  63. 63. me!me!me!me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me! me!
  64. 64. 4. a brand reduces the need to compete on price or donations: “…willing to pay for the best!...”
  65. 65. “In 2009, 2010 & 2011 the Lowlands festival sold out without any bands or acts being announced!”
  66. 66. 5. a strong brand gives employees a focus and sense of purpose: “…what are we doing here?...”
  67. 67. 6. a strong brand can help to identify a certain community or group of people: “…we share the same brands! (and values)...”
  68. 68. more about brands & communities in another session
  69. 69. next week • Creating brand value & brand positioning • Prepare chapter 1 till 3 ‘Strategic brand management’
  70. 70. thank you!

×