Een samenvatting over het boek Identiteit & Imago van Cees B.M. van Riel.
Door:
Jop Cobussen
Myrte van Lieshout
Rob Kwinten
Susanne van Maurik
Jorrit Horstman
Nina van de Griendt
Social media wordt vaak gezien als een mix van nieuwe kanalen om de doelgroep te bereiken. De werkelijke kracht van social media zit hem echter niet in nieuw bereikpotentieel voor de organisatie als zender, maar vanuit het word to mouth effect van de leden binnen sociale netwerken zelf.
Zij gebruiken deze netwerken om onderling ervaringen, ideeën, meningen en visies te delen. Met andere woorden, ze vertellen elkaar verhalen die ze interessant genoeg vinden om te vertellen, om over te praten, om naar te luisteren en door te vertellen.
Dus: Wat is jouw verhaal?!
Een samenvatting over het boek Identiteit & Imago van Cees B.M. van Riel.
Door:
Jop Cobussen
Myrte van Lieshout
Rob Kwinten
Susanne van Maurik
Jorrit Horstman
Nina van de Griendt
Social media wordt vaak gezien als een mix van nieuwe kanalen om de doelgroep te bereiken. De werkelijke kracht van social media zit hem echter niet in nieuw bereikpotentieel voor de organisatie als zender, maar vanuit het word to mouth effect van de leden binnen sociale netwerken zelf.
Zij gebruiken deze netwerken om onderling ervaringen, ideeën, meningen en visies te delen. Met andere woorden, ze vertellen elkaar verhalen die ze interessant genoeg vinden om te vertellen, om over te praten, om naar te luisteren en door te vertellen.
Dus: Wat is jouw verhaal?!
Presentatie tijdens de 7e Online Dialogue Donderdag (http://ondi.me/do) op 10 november 2011 te Utrecht. Anouschka Scholten (Online Dialogue) presenteert over klant behoefte onderzoek op basis van een enquete gehouden onder de deelnemers van deze kennismiddag.
Presentatie behorende bij de workshop die Martijn Hemminga van Nr29 arbeidsmarktmanagement & arbeidsmarktcommunicatie op 23 april 2012 heeft verzorgd op het Identiteitscongres 2012.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document outlines Parasuraman, Berry, and Zeithaml's Gaps Model of Service Quality which identifies gaps between customer expectations and perceptions that can occur within an organization, and it discusses their SERVQUAL framework for measuring service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The Gaps Model is used to show how four internal gaps within a company relating to understanding customer expectations, service design, service delivery, and communications can contribute to an overall gap between customer expectations and perceptions of service quality.
The document discusses service marketing and quality. It introduces the gaps model of service quality as a framework to understand problems in service delivery. The model identifies seven potential gaps between customer expectations and perceptions: 1) knowledge gap, 2) standards gap, 3) delivery gap, 4) internal communications gap, 5) perceptions gap, 6) interpretation gap, and 7) service gap. Closing these gaps requires understanding customer expectations, setting clear service standards, ensuring delivery meets standards, realistic communications, educating customers, pretesting communications, and consistently meeting expectations.
Este documento presenta conceptos básicos de investigación y estadísticas. Explica la diferencia entre estadística descriptiva e inferencial, definiendo población y muestra. La estadística descriptiva describe datos de una muestra o población, mientras que la inferencial permite generalizar sobre una población basado en una muestra. También discute tipos de muestras (aleatoria, estratificada, sistemática) y ofrece ejemplos para ilustrar los conceptos.
This document discusses positioning and branding strategies. It introduces the positioning cube model which maps brands based on how they appeal to consumers' cognition, affection, and behavior. Various positioning strategies are described that target different psychological dimensions such as superior quality brands, "talk of the town" brands, and all-in-one brands. The document applies the positioning cube to analyze strategies for children's charity funds. It emphasizes that modern positioning starts from the inside of an organization and involves strategic management choices.
Presentatie tijdens de 7e Online Dialogue Donderdag (http://ondi.me/do) op 10 november 2011 te Utrecht. Anouschka Scholten (Online Dialogue) presenteert over klant behoefte onderzoek op basis van een enquete gehouden onder de deelnemers van deze kennismiddag.
Presentatie behorende bij de workshop die Martijn Hemminga van Nr29 arbeidsmarktmanagement & arbeidsmarktcommunicatie op 23 april 2012 heeft verzorgd op het Identiteitscongres 2012.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document outlines Parasuraman, Berry, and Zeithaml's Gaps Model of Service Quality which identifies gaps between customer expectations and perceptions that can occur within an organization, and it discusses their SERVQUAL framework for measuring service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The Gaps Model is used to show how four internal gaps within a company relating to understanding customer expectations, service design, service delivery, and communications can contribute to an overall gap between customer expectations and perceptions of service quality.
The document discusses service marketing and quality. It introduces the gaps model of service quality as a framework to understand problems in service delivery. The model identifies seven potential gaps between customer expectations and perceptions: 1) knowledge gap, 2) standards gap, 3) delivery gap, 4) internal communications gap, 5) perceptions gap, 6) interpretation gap, and 7) service gap. Closing these gaps requires understanding customer expectations, setting clear service standards, ensuring delivery meets standards, realistic communications, educating customers, pretesting communications, and consistently meeting expectations.
Este documento presenta conceptos básicos de investigación y estadísticas. Explica la diferencia entre estadística descriptiva e inferencial, definiendo población y muestra. La estadística descriptiva describe datos de una muestra o población, mientras que la inferencial permite generalizar sobre una población basado en una muestra. También discute tipos de muestras (aleatoria, estratificada, sistemática) y ofrece ejemplos para ilustrar los conceptos.
This document discusses positioning and branding strategies. It introduces the positioning cube model which maps brands based on how they appeal to consumers' cognition, affection, and behavior. Various positioning strategies are described that target different psychological dimensions such as superior quality brands, "talk of the town" brands, and all-in-one brands. The document applies the positioning cube to analyze strategies for children's charity funds. It emphasizes that modern positioning starts from the inside of an organization and involves strategic management choices.
This document discusses personal branding and how individuals can represent themselves through branding in the same way companies brand themselves. It recommends that individuals define their personal brand through defining their personality, mission or goals, competencies or skills, values, and personal heroes. This allows individuals to distinguish themselves and be easily understood by others in areas like politics, dating, career management, and job applications. The document provides an example of how one person defined their personal brand using these elements and suggests an activity where individuals interview each other and create personal brand representations of their partner using only five brands.
Place branding involves strategically marketing locations to attract visitors, businesses, and investment. It is a complex process that requires long-term commitment from both public and private stakeholders. Place branding utilizes various "brand carriers" like landmarks, infrastructure, and cultural associations to create a place identity and position itself competitively. Effective place branding requires managing a place brand architecture, turning weaknesses into strengths, and gaining organizational commitment through partnerships rather than top-down control.
3. Gap-analyse
Het verschil tussen identiteit en imago
Het verschil tussen gewenst en werkelijk
Het verschil tussen “ist” en “soll”
Het verschil tussen beleid en uitvoering
Het verschil tussen werkelijkheid en
perceptie
4. Internal versus external
Internal External External
perception reality perception
Actual Selfimage ‘Ist’ identity Brandimage
Brandideal ‘Soll’ Brand-
Ideal
(vision/mission) identity expectations
Franzen & Van den Berg, 2002
