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Brand Psychology Workshop

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Brand Psychology Workshop

  1. 1. BRANDPSYCHOLOGY Dr. Pamela Rutledge prutledge@fielding.edu @pamelarutledge Dr. Jerri Lynn Hogg jhogg@fielding.edu @hoggjl Fielding Graduate University 2015 National Session Chicago ​ A  collaborative  research  workshop  
  2. 2. 2| Agenda •  9:30am  –  10:30am   •  Introduction  &  purpose   •  What  is  a  brand?   •  Exercise  1   •  What  is  branding?   •  Brand  equity   •  10:30am-­‐10:45am  -­‐  Break   •  10:45am-­‐12:00pm   •  Types  of  brands   •  Brand  analysis     •  12:00pm-­‐1:30pm  –  Lunch   •  1:30pm-­‐2:30pm     •  Brand  analysis  reports   •  2:30pm  –  2:45pm  –  Break   •  2:45pm-­‐3:30pm     •  Brand  research:  Spire   •  3:30pm  Retreat  to  bar      
  3. 3. 3| www.brandpsychologyresearch.com
  4. 4. 4| What is a Brand? §  Traditional  definition:   § Includes  things  like  a  name,  a  term,   symbol,  or  design   § Something  that  differentiates.    
  5. 5. THESOURCEOF ALLBRANDS
  6. 6. EXERCISE
  7. 7. WHATDIDYOUSEE?
  8. 8. 9| Brand Influences (or What You Shoot in the Dirt) §  Identity   §  Beliefs/mental  models   §  Group  affiliation   §  Social  influence   §  Previous  experience   §  Environmental  influences   §  Instinct   §  Motivation  
  9. 9. 10| Go Back to Nike Brand  images:   §  Images  tell  stories   §  Implicit  Narratives   §   Who  is  the  hero?   §   What  is  the  story  about?     § Elements  to  look  for:   §  Identity §  Ability to achieve §  Self representation §  Motivation §  Meaning §  Aesthetics §  Instinct §  Emotion §  Affiliation §  Archetype  coherence  
  10. 10. 11| TRIGGERINGMEANING ACHIEVEMENT STABILITY INDEPENDENCE & FULFILLMENT BELONGING & ENJOYMENT Ruler Outlaw Hero Magician Everyman Lover Jester Caregiver Creator Innocent Sage Explorer
  11. 11. 12| Brand Equity §  What  is  brand  equity?   §  Goal  is  to  get  more   §  Message  coherence   § Archetype  consistent   § Message-­‐audience  links   §  How  do  you  kill  it?  
  12. 12. 13| http://on.cc.com/1rQjRPX http://thecolbertreport.cc.com/videos/regxdh/millennial-generation-soup-campaign
  13. 13. BREAK
  14. 14. 15| BrandAnalysis: Apple BRAND: Apple Archetype Target Goal Message Message Window
  15. 15. 16| Types of Brands §  Familiar   §  New   §  Products   §  Services   §  Non-­‐profits   §  Politicians   §  Organizations   §  Ideas   §  Individuals  
  16. 16. 17| Exercise: BrandAnalysis §  Draw  brand  type  from  “hat”   §  Use  template  for  planning   §  Write  up  short  report  for  blog  summarizing   template   §  Deliver  5  minute  report  to  class  for   discussion      
  17. 17. 18| BrandAnalysis BRAND Archetype Target Goal Message Message Window
  18. 18. https://www.youtube.com/watch?v=V8qxlpY68xs&feature=youtu.be
  19. 19. 21| BrandAnalysis Reports §  5  minute  limit  
  20. 20. REPORTS What  can  we  learn  from  different   brand  types?  
  21. 21. BRANDRESEARCH
  22. 22. 24| https://www.youtube.com/watch?v=DY4OW8O7mNc
  23. 23. 25| Brand Research Plan §  Review  the  problem  statement   §  Define  the  research  objectives   §  Review  relevant  research   §  Select  the  research  design   §  Design  the  research  instrument   §  Collect  the  data   §  Analyze  the  data   §  Implications  of  the  results  
  24. 24. THANKYOU! Dr. Pamela Rutledge prutledge@fielding.edu @pamelarutledge Dr. Jerri Lynn Hogg jhogg@fielding.edu @hoggjl Fielding Graduate University 2015 National Session Chicago

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