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Brand Psychology Workshop
This document outlines the agenda for a workshop on brand psychology hosted by Drs. Pamela Rutledge and Jerri Lynn Hogg. The workshop will cover topics such as defining brands and branding, analyzing different types of brands using archetypes and templates, and conducting brand research. Attendees will participate in exercises to analyze brands like Nike and discuss implications. The goal is to provide a collaborative space for research and discussion of psychological aspects of brands.
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Brand Psychology Workshop
- 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| 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
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- 4. 4| What is aBrand? § Traditional definition: § Includes things like a name, a term, symbol, or design § Something that differentiates.
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- 9. 9| Brand Influences (or WhatYou Shoot in the Dirt) § Identity § Beliefs/mental models § Group affiliation § Social influence § Previous experience § Environmental influences § Instinct § Motivation
- 10. 10| Go Back toNike 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
- 11. 11| TRIGGERINGMEANING ACHIEVEMENT STABILITY INDEPENDENCE & FULFILLMENT BELONGING& ENJOYMENT Ruler Outlaw Hero Magician Everyman Lover Jester Caregiver Creator Innocent Sage Explorer
- 12. 12| Brand Equity § What is brand equity? § Goal is to get more § Message coherence § Archetype consistent § Message-‐audience links § How do you kill it?
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- 15. 15| BrandAnalysis: Apple BRAND: Apple Archetype Target GoalMessage Message Window
- 16. 16| Types of Brands§ Familiar § New § Products § Services § Non-‐profits § Politicians § Organizations § Ideas § Individuals
- 17. 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
- 18. 18| BrandAnalysis BRAND Archetype Target GoalMessage Message Window
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- 22. REPORTS What can we learn from different brand types?
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- 25. 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
- 26. THANKYOU! Dr. Pamela Rutledge prutledge@fielding.edu @pamelarutledge Dr.Jerri Lynn Hogg jhogg@fielding.edu @hoggjl Fielding Graduate University 2015 National Session Chicago