session 1, introduction to branding 2011
TRANSCRIPT
branding
& experience marketing
B®ANDEX2011™
session 1an introduction to branding
why this ‘branding’ course?
practical information
• be on time!• slides are on paperclip • exams are at the end of the semester 2
interactivity
• Facebook: Brandex2011– Become a fan!– Slides (slideshare links)– Videos (youtube links)– Articles (Nu.nl / FD.nl links)– Interaction (forum)– Course messages
• Twitter: • Messages/questions: #brandex2011• Voting: @votebytweet [option 1,2,3] #votebrandex2011
interactivity
• Voorbeeld Twitter slides..
the book
ISBN: 978-90-430-1729-9
course outline (first 7 weeks)
Week Subject Chapter1: () Introduction in branding, brand
management and global course overview
1.1 till 1.4
2: () Branding music, events and entertainment
1.5 till 1.6
3: () Creating brand value 2
4: () Brand design 3 & 4
5: () Brand activation 5 & 6
6: () Co-branding 7
7: () Brand psychology: Neuromarketing gastcollege
reference:
chapter 1strategisch
merkenmanagement
Tony’s Chocolonely
Do you recognize it?Do you know it?Do you trust it?Do you like it?
Do you think it’s better?Do you buy it?
Do you recommend it?
Tony’s Chocolonely
1. Do you recognize it?: Brand awareness2. Do you know it?: Brand knowledge3. Do you trust it?: Brand image4. Do you like it?: Brand attitude / brand value5. Do you think it’s better?: Brand preference6. Do you buy it?: Brand loyalty7. Do you recommend it?: Brand fan
“…brands take a position inside your
memory, and stay there until they’re needed…”
Link 55.20
session 1: an introduction to branding
Een verandering van denkenHoe benaderen bedrijven hun klanten
• Productie oriëntatie: massaproductie, klant heeft geen keus, meer verkopen door efficiënt produceren
• Product oriëntatie: meer verkopen door kwaliteitsverbetering van product
• Verkoop oriëntatie: meer verkopen door meer communiciatie (promotie) en distributie
• Marketing oriëntatie: meer verkopen door beter te luisteren naar wat klant wil en het product erop afstemmen
• Maatschappelijke marketing oriëntatie: meer verkopen door beter te luisteren naar wat de klant wil en het product erop afstemmen, en daarbij ook letten op (schadelijke) effecten die productie met zich meebrengt (imago!)
Marketinginstrumenten
Een bedrijf dat marketing wil toepassen kandit d.m.v. het gebruik en het veranderen van de marketing instrumenten:
- Product- Prijs- Plaats- Promotie- (Personeel)
Marketingmix
Product
1. Kwaliteit (materialen, etc.) v/h product2. Vormgeving (ontwerp, grootte, kleur, etc.) v/h
product3. Verpakking (bescherming, aantrekkelijkheid,
opslag, etc.) v/h product4. Merknaam (logo, herkenbaarheid) v/h product5. Accessoires (bijproducten) v/h product6. Assortiment (breedte van het aanbod)7. Service (installatie, garantie, instructies,
handleiding, etc.) v/h product
a split second
what is a brand?
risk-takingcompetitive
healthyindividualistic
source: Strategic Brand Management, Kevin Lane Keller & Jennifer Widom
5 quotes by
"The only one who can tell you 'you can't‘, is you. And you don't have to listen to that."
"My better is better than your better."
"Training is the opposite of hoping."
"There are clubs you can't belong to, neighbourhoods you can't live in, schools you can't get into. But the roads are always open."
"Just do it!"
what is a brand?
“…a brand is a name, term, symbol, or design, or a
combination of them, intended to identify goods and services
of one seller or group of sellers and to differentiate them from
those of competition…”
source: American Marketing Association
“…a brand is a intangible but critical component of what an
organization stands for…”
source: Brand Asset Management,Scott M. Davis
brands have got their own stories
brands have got their own life-cycle
brands have got their own personality
brands have got their own responsibility
brands have got their
own theory
brand goeroes
Nederland
Giep FranzenRuud BoerWil MichelsRoland van Kralingen
Buitenland
Kevin Lane KellerJean-Noëll KapfererDavid AakerScott M. Davis
1850 … Identification branding: Products/services/quality
1950 … Benefit branding: Product benefits/What’s in it for me?
1970 … Symbolic branding: Personality/user image/ lifestyle
1990 … Experience branding: Consumer experience/ all senses
1995 … Societal branding: Ethics/contribution to society
2000 … Total branding: Integrated system of physical, psychological and social components of an ideology
the evolution of branding
why brands?
• Identificatie van bron van product• Toewijzing van verantwoordelijkheid• Risicoverkleiner• Zoekkostenverkleiner (intern en extern)• Belofte, relatie met maker van product• Symbolisch instrument• Signaal van kwaliteit
what is branding?
“…branding is the blend of art and science that manages associations between a brand and memories in
the mind of the audience. It involves focusing resources on selected
tangible and intangible attributes to differentiate the brand in an
attractive, meaningful and compelling way for the targeted audience. …”
source: Brandchannel.com
brand
the branderthe brander users
can everything become a brand?
creating brands
• Goods (b-to-c / b-to-b)• Services• Retailers• Online products & services• People & organisations• Sports & arts• Regions (city marketing)• Entertainment
test: twitter some links to #brandex2011
• People & organisations• Sports & arts• Regions (city marketing)
Twitter pagina invoegen
branding services
branding retailers
branding online products
branding people & organisations
branding sports & arts
branding regions
branding entertainment
what is branded entertainment?
“…the practice of tying a brand name to an
entertainment property with seamless integration
and a natural fit…”
next week• branding music, events & entertainment• prepare chapter 1 of SMM• bring with you: one physical product of
branded entertainment • describe:
brand awareness, brand knowledge, brand image, brand attitude, brand value, brand preference, brand loyalty, brand fan?
• you can be picked out..
thank you!