Online brand building 1/3 Course given during International Week 2011at Katowice University Poland

1. Building Brands Online Sander Janssens Msc Online Branding International Week Katowice 2011

3. The Netherlands

5. Zwolle

8. Sander Janssens Msc Online Branding International Week Katowice 2011 Day Course planning General Exercises 1 Introduction, Customer insight, basic brand knowledge A1 Intro, team, brand/product, blog A2 Brand analysis, buying behaviour A3 Postioning, Brand system A4 Persona, moodboard 2 Brand key, Old Spice campaign case, On line Tools, B1 Brand key B2 Old spice campaign analysis B3 Online tools vs communication goals B4 Online tools vs product classification B5 Examples online brand campaigns 3 Grande finale C1 Goals / metrics C2 Planning a campaign C3 Present complete online brand campaign Individual assigment English marketing article + comment

11. Cultural model of lecturer and students

12. Dutch Crown prince Willem Alexander and his Argentine born wife princess Maxima riding a bicycle

13. Manager's role varies across cultures Source : André Laurent 17 18 23 27 38 44 46 53 66 73 78 “ It is important for a manager to have at hand precise answers to most of the questions that his subordinates may raise about their work “ 10 20 30 40 50 60 10 70 80 % Percentage in agreement Great Britain Sweden Netherlands USA Denmark Switzerland Belgium Germany France Italy Indonesia Japan

14. Three screen approach Sander Janssens Msc Online Branding International Week Katowice 2011 Repeat Buy / loyal Buy Like / Consideration Awareness Fan / advocate Promotion Of the Product Purchase decision

18. Low Feel – Sensate and pleasurable products Low Think – Practical and functional products Low Involvement High Feel – Products that reflect on you High Think – Considered purchases High Involvement Feel Think SATISFACTION HABITUAL INFORMATIVE AFFECTIVE

19. Stages of the Product Life Cycle

20. Categories of New Products New To The World 10% New Product Lines 20% Product Line Additions 26% Improvements/Revisions 26% Repositioned Products 7% Lower-Priced Products 11% Six Categories of New Products

28. Grading Blog + group exercises 80% Individual assignment 20%

31. http://adage.com/power150/ http://www.nickburcher.com/2009/07/adage-power-150-european-top-100-blog.html

32. Sander Janssens Msc Online Branding International Week Katowice 2011

34. Sander Janssens Msc Online Branding International Week Katowice 2011

35. Model Identity What identity is the brand ? Product / service / brand Segment 1 Competitor 3 Segment 3 Segment 4 Segment 5 Competitor 1 Competitor 2 Segment 2 ( online ) Marketing – communication tools Target No target Research decision process buying behaviour Proposition (promise to the consumer ) Image How is the brand percieved ? Communication goals “ Market” Budget

39. Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase behaviour

40. Listen: What are people saying about your product ? Opinions (twitter, forum, blog) Sander Janssens Msc Online Branding International Week Katowice 2011

41. Sander Janssens Msc Online Branding International Week Katowice 2011 http://www.facebook.com/Starbucks http://mashable.com/2009/06/16/killer-facebook-fan-pages/

45. Sander Janssens Msc Online Branding International Week Katowice 2011 Consumer insight needs wants Competition Weaknesses/ vulnerabilities Brand / product strength Brand positioning idea

47. Sander Janssens Msc Online Branding International Week Katowice 2011 Positioning example

49. Visual distinction Sander Janssens Msc Online Branding International Week Katowice 2011

50. Sander Janssens Msc Online Branding International Week Katowice 2011

52. Sander Janssens Msc Online Branding International Week Katowice 2011

53. Positioning matrix example Typical Question: What are the key market opportunities which will drive our innovation strategy? Introverted Pleasure & Functional Satisfaction Yourself to Empower or Distinguish Fitting in to Enjoy or Relax Extroverted Pleasure Kicks and Variety Enjoyable health Status & Prestige Accessible pleasure Beer

54. Sander Janssens Msc Online Branding International Week Katowice 2011

57. The brand triangle Brand name and symbols Semiotic invariants Product or service experience Brand concept (value proposition Tangible and intangible)

58. Brand name and symbols Semiotic invariants Product or service experience Brand concept (value proposition Tangible and intangible) BMW the ultimate driving experience The brand triangle

59. Brand name and symbols Semiotic invariants

60. BMW the ultimate driving experience

62. The brand triangle must be in balance

64. Sander Janssens Msc Online Branding International Week Katowice 2011

72. Moodboard tourist destinaton Howe caverns in upstate New York Sander Janssens Msc Online Branding International Week Katowice 2011

73. Moodboard translation to website Sander Janssens Msc Online Branding International Week Katowice 2011

74. Mood board emotional feeling attached to Swiss air This mood board's purpose is to represent the feeling associated with the swiss air brand. The key moods derived from this board are classy, clean, comfortable, elegant, professional, and ecologically friendly

75. What/How do I want the target audience to feel when they see this project?" Sincere Warm Nostalgic

77. Model Identity What identity is the brand ? Product / service / brand Segment 1 Competitor 3 Segment 3 Segment 4 Segment 5 Competitor 1 Competitor 2 Segment 2 ( Online ) Marketing – communication tools Target No target Research decision process buying behaviour Proposition (promise to the consumer ) Image How is the brand percieved ? Communication goals “ Market” Budget

78. Sander Janssens Msc Online Branding International Week Katowice 2011