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.
Building Brands Online <br />Sander Janssens Msc  Online Branding International Week Katowice 2011<br />
Sander Janssens Msc  Online Branding International Week Katowice 2011<br />
Model  <br />“Market”  <br />Research decisionprocessbuyingbehaviour<br />Target <br />Competitor 1<br />Image <br />How i...
Sander Janssens Msc  Online Branding International Week Katowice 2011<br />
Dos Equis case Product category: Importedbeers in the USA<br />TwoMexicanbeers<br />European<br />5<br />
(mexican) Beer on the beachpositioning<br />6<br />
Notdependentonanyseason and “most interesting man” is more premium position<br />http://www.youtube.com/watch?v=QI58wj4b4g...
8<br />
Dos Equis delivers a most interesting and impactful campaign<br />Dos Equis' "Most Interesting Man in the World" campaign ...
10<br />
Most Interesting Man In The World: TV commercial <br />11<br />
www.staythirstymyfriend.com<br />12<br />
Most interesting man: digital academy<br />13<br />
14<br />
Live brand activation<br />
From there, the brand extended its presence on leading social platforms. The MIM's Facebook profile has more than 31,000 f...
Sander Janssens Msc  Online Branding International Week Katowice 2011<br />
Metrics<br />
3 categoriesmarketing goals/metrics<br />Market performance<br />(Sales, marketshare, profitability)<br />Customerpercepti...
Classicalphasemodel communication<br />Hierarchy of effects <br />Possible communication goals <br />Awareness<br />80% ta...
Market research shows the followingfacts. Howshould the carmanufacturersreact ?<br />Toyota focus on :<br />Raiseintrinsic...
Assignment C1 formulatecommunication goals foryour brand campaign<br />Sander Janssens Msc  Online Branding International ...
Assignment C2 Plan foreachofline/ online instrument if, when and howyou are going to use it. <br />
Students will have to be able to<br />Sketch a consistent business concept <br />Dealing with complexity<br />Avoiding amb...
Individual assignment<br />Find a relevant English marketing related article from one of the blogs top http://adage.com/po...
Finalassignment C3:Online marketing communication plan <br />Market research<br />Decision proces, buyingbehaviour<br />Ta...
Sander Janssens Msc  Online Branding International Week Katowice 2011<br />
Upcoming SlideShare
Loading in …5
×

Online brand building 3/3

817 views

Published on

Online brand building 3/3
Course given during International Week 2011at Katowice University Poland

Published in: Education
  • Be the first to comment

  • Be the first to like this

Online brand building 3/3

  1. 1. Building Brands Online <br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  2. 2. Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  3. 3. Model <br />“Market” <br />Research decisionprocessbuyingbehaviour<br />Target <br />Competitor 1<br />Image <br />How is the brand percieved ?<br />Segment 1<br />Product / service / brand <br />Identity<br />Whatidentity is the brand ?<br />Segment 2<br />Segment 3<br />Proposition<br />(promise to the consumer ) <br />Competitor 2<br />Communicationgoals <br />Competitor 3<br />No target<br />(online) Marketing – communication tools <br />Segment 4<br />Segment 5<br />Budget <br />
  4. 4. Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  5. 5. Dos Equis case Product category: Importedbeers in the USA<br />TwoMexicanbeers<br />European<br />5<br />
  6. 6. (mexican) Beer on the beachpositioning<br />6<br />
  7. 7. Notdependentonanyseason and “most interesting man” is more premium position<br />http://www.youtube.com/watch?v=QI58wj4b4g0<br />7<br />
  8. 8. 8<br />
  9. 9. Dos Equis delivers a most interesting and impactful campaign<br />Dos Equis' "Most Interesting Man in the World" campaign made controversial use of a gray-haired protagonist in a sudsy ad world that generally relies on delivering more bikinis in each successive TV spot. <br />But Dos Equis' ad worked, and the brand experienced a double-digit bump in sales when many competitors in the oh-so-cluttered beer category were hit with steep volume declines.  <br />Many have commended the brand for ditching beer's go-to imagery. But we see yet another bit of genius in this effort: an integrated program laying its foundation with <br />awareness-driving TV creative while <br />maintaining the brand excitement through deeply involving participatory digital experiences.  <br />So what did Dos Equis do with the idea in digital? First, it founded the "Most Interesting Academy," which teaches users everything from the art of the bluff to surviving in the modern era. So far, the academy boasts more than 27,000 profiles.  <br />9<br />
  10. 10. 10<br />
  11. 11. Most Interesting Man In The World: TV commercial <br />11<br />
  12. 12. www.staythirstymyfriend.com<br />12<br />
  13. 13. Most interesting man: digital academy<br />13<br />
  14. 14. 14<br />
  15. 15. Live brand activation<br />
  16. 16. From there, the brand extended its presence on leading social platforms. The MIM's Facebook profile has more than 31,000 fans. Good numbers for a smallish brand. <br />But it's the amount these users interact with the brand that is most impressive. For example, a status update posted on the Facebook profile on Nov. 5 2009 received "I like this" approval from nearly 800 people, as well as 97 written comments. We mention this because it's easy for brands to crank the social friend numbers with a sweeps or whatnot. That hasn't been the way for Dos Equis, which has attracted committed brand participants.<br />
  17. 17. Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  18. 18.
  19. 19. Metrics<br />
  20. 20. 3 categoriesmarketing goals/metrics<br />Market performance<br />(Sales, marketshare, profitability)<br />Customerperception & behaviour<br />Brand awareness, associations<br />Activity and program metrics<br />(CTR, investment, nr of clicks, time spenton page)<br />
  21. 21.
  22. 22. Classicalphasemodel communication<br />Hierarchy of effects <br />Possible communication goals <br />Awareness<br />80% target group is aware <br />Knowledge<br />cognition<br />Knowledge<br />60% of target groupknows vitamine is in product x<br />Attitude <br />40% target group has a positive feeling<br />Attitude, <br />affect <br />Preference <br />20% target group preference <br />Intention <br />10% buyingintention<br />Behaviour<br />Buying <br />5% will buy brand <br />
  23. 23. Market research shows the followingfacts. Howshould the carmanufacturersreact ?<br />Toyota focus on :<br />Raiseintrinsicvalue of the car<br />->Thematic advertising<br />Honda focus on:<br />Raise brand awareness<br />Knowledgeon different types<br />
  24. 24. Assignment C1 formulatecommunication goals foryour brand campaign<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  25. 25. Assignment C2 Plan foreachofline/ online instrument if, when and howyou are going to use it. <br />
  26. 26. Students will have to be able to<br />Sketch a consistent business concept <br />Dealing with complexity<br />Avoiding ambiguity<br />Taking into account uncertainty<br />Justification of actions<br />
  27. 27. Individual assignment<br />Find a relevant English marketing related article from one of the blogs top http://adage.com/power150/orhttp://www.networkedblogs.com/network/poland<br />Comment in English on your article with marketing knowledge . <br />Why is this article important ?<br />What have you learned from this article?<br />How can you use it in your assignment ?<br />Other aspects <br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  28. 28. Finalassignment C3:Online marketing communication plan <br />Market research<br />Decision proces, buyingbehaviour<br />Target market<br />Persona<br />Mood board <br />Brand key<br />Positioning<br />Communication goals / metrics<br />Planning online tools / campaign<br />Sander Janssens Msc Online Branding International Week Katowice 2011<br />
  29. 29. Sander Janssens Msc Online Branding International Week Katowice 2011<br />

×