Session 1, introduction to branding 2011 2012
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This document provides an introduction to a course on branding. It outlines the course topics, instructors, resources and ways for students to engage on social media. The first session will cover defining branding and a brand, the role and evolution of branding over time, how any entity can be branded, and factors that build brand value and loyalty like awareness, knowledge, image and preference. Students are asked to prepare for the next class on branding in music, events and entertainment.
![interactivity Facebook: Brandex2011 Become a fan! S lides (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](https://image.slidesharecdn.com/session1introductiontobranding2011-2012-110823043827-phpapp01/85/Session-1-introduction-to-branding-2011-2012-6-320.jpg)
Session 1, introduction to branding 2011 2012
- 1. branding & experience marketing
- 2. B ® AND EX20 11 ™
- 3. session 1 an introduction to branding
- 4. John Verhoeven MSc. Brand management
- 5. practical information be on time! slides are on paperclip exams are at the end of semester 2
- 6. interactivity Facebook: Brandex2011 Become a fan! S lides (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
- 8. © SAP 2009 / Page
- 9. TWITTER VOTING © SAP 2009 / Page 1. Option 1 2. Option 2 3. Option 3
- 10. t he book ISBN: 978-90-430-1729-9
- 11. course outline (first 7 weeks) Session Subject Chapter Keller 1: 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 positioning & brand elements 3 & 4 5: Future branding: brand activation 5 & 6 6: Brand psychology: Neuromarketing 7 7: Measuring brand value 8 / 9 & 10
- 12. session 1: an introduction to branding
- 13. why this ‘branding’ course?
- 14. reference: chapter 1 ‘strategisch merken management’
- 16. 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?
- 17. Tony ’s Chocolonely Do you recognize it?: Brand awareness Do you know it?: Brand knowledge Do you trust it?: Brand image Do you like it?: Brand attitude / brand value Do you think it ’s better?: Brand preference Do you buy it?: Brand loyalty Do you recommend it?: Brand fan
- 18. “ … brands take a position inside your memory, and stay there until they ’ re needed… ” L ink 55.20
- 19. Een verandering van denken Hoe benaderen bedrijven hun klanten Productie ori ë ntatie: 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!)
- 20. Marketinginstrumenten Een bedrijf dat marketing wil toepassen kan dit d.m.v. het gebruik en het veranderen van de marketing instrumenten: Product Prijs Plaats Promotie (Personeel) Marketingmix
- 21. Product Kwaliteit (materialen, etc.) v/h product Vormgeving (ontwerp, grootte, kleur, etc.) v/h product Verpakking (bescherming, aantrekkelijkheid, opslag, etc.) v/h product Merknaam (logo, herkenbaarheid) v/h product Accessoires (bijproducten) v/h product Assortiment (breedte van het aanbod) Service (installatie, garantie, instructies, handleiding, etc.) v/h product
- 23. a split second
- 44. what is a brand?
- 46. risk-taking competitive healthy individualistic source: Nike, brandbook 2009
- 47. 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!"
- 48. what is a brand?
- 50. “ … 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 definition (1)
- 51. “ … een merk is een naam, logo, symbool of ontwerp, of een combinatie van deze zogeheten merk elementen, dat wordt teogevoegd aan een product… ” source: Strategisch merkenmanagement definition (2)
- 52. “ … a brand is a intangible but critical component of what an organization stands for… ” source: Brand Asset Management, Scott M. Davis definition (3)
- 53. brands have got their own stories
- 55. brands have got their own life-cycle
- 58. brands have got their own personality
- 61. brands have got their own responsibility
- 66. brands have got their own theory
- 68. brand goeroes Nederland Giep Franzen Ruud Boer Wil Michels Roland van Kralingen Buitenland Kevin Lane Keller Jean-Noëll Kapferer David Aaker Scott M. Davis
- 69. brands have got their own rivals
- 71. history of branding link
- 72. the evolution of branding 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
- 73. why brands? (chapter 1) Identificatie van bron van product (afkomst) Toewijzing van verantwoordelijkheid Risicoverkleiner Zoekkostenverkleiner (intern en extern) Belofte, relatie met maker van product Symbolisch instrument Signaal van kwaliteit
- 74. what is branding ?
- 75. “ … 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
- 76. brand the brander the brander users
- 77. can everything become a brand?
- 78. creating brands (chapter 1) Goods (b-to-c / b-to-b) Services Retailers Online products & services People & organisations Sports & arts Regions (city marketing) Entertainment
- 79. test: twitter some links to #brandex2011 People & organisations Sports & arts Regions (city marketing)
- 80. © SAP 2009 / Page
- 83. branding online products
- 84. branding people & organisations
- 85. branding sports & arts
- 86. branding regions
- 89. what is branded entertainment?
- 90. “ … the practice of tying a brand name to an entertainment property with seamless integration and a natural fit… ”
- 92. next week branding music, events & entertainment prepare chapter 1 of ‘Strategisch Merkenmanagement’ 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 could be picked out
- 93. thank you!