session 3, creating brand value 2011
TRANSCRIPT
![Page 1: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/1.jpg)
B®ANDEX2011™
![Page 2: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/2.jpg)
session 3creating brand value
![Page 3: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/3.jpg)
1 week ago
• branding events, music & entertainment
• ‘merkmeerwaarde’
• 6 reasons why we should brand
• the ‘red’ case
![Page 4: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/4.jpg)
customer-based brand equity
CBBE
Merkmeerwaarde bekeken vanuit consument
Kracht v/h merk: wat heeft de consument:
geleerd
gevoeld
gezien
gehoord
![Page 5: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/5.jpg)
customer-based brand equity
1. Onderscheidend effect
2. Merkkennis
3. Reactie van consumenten op marketing
![Page 6: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/6.jpg)
brand knowledge (merkkennis)
• Consists of: – 1) brand awareness– 2) brand image
• The associative network memory model
![Page 7: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/7.jpg)
![Page 9: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/9.jpg)
1. brand awareness (merkbekendheid)
• Consists of: – 1) brand recognition (merk herkenning)– 2) brand recollection (merk herinnering)
• Advantages:– Influences the strength of associations– Better chance to be part of consideration set– Better chance to become the chosen brand
![Page 10: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/10.jpg)
2. brand image (merkimago)
• Creating strong, positive and unique associations
• Which depends upon:– Personal relevance– Uniqueness– Consistency– Credibility
![Page 11: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/11.jpg)
![Page 12: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/12.jpg)
building a strong brand
1. Brand awareness (identity): Who are you?
2. Brand knowledge: What are you?
3. Brand response: What I think of you?
4. Brand relationship: What about us?
![Page 13: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/13.jpg)
![Page 14: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/14.jpg)
brand salience(merksaillantie / opmerkelijkheid)
“Breedte en diepte
kennis van het merk”
![Page 15: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/15.jpg)
![Page 16: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/16.jpg)
![Page 17: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/17.jpg)
brand image• Gebruikersprofiel (hoe ziet de merkgebruiker eruit?)
– O.a geslacht, leeftijd, afkomst, inkomen, carrière, politieke voorkeur, sociale komaf
• Aanschaf/gebruiksituaties (wanneer kan ik het merk kopen?)– O.a verkoopkanaal, moment van gebruik
• Persoonlijkheid/waarden (wat is het merkkarakter?)– O.a oprechtheid, opwindend, bekwaamheid, mondaniteit,
ruigheid
• Geschiedenis, nalatenschap en erfgoed (wat is het verleden van het merk?)– O.a. ervaringen, herinneringen, gebeurtenissen
![Page 18: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/18.jpg)
Brand design vs. Brand building
ProductBrand
Identity
Brand
Design
Brand
Building
Brand
Relations
Core Target Creation Building Result
![Page 19: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/19.jpg)
Brand design
![Page 20: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/20.jpg)
design
![Page 22: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/22.jpg)
“ …design the process of seeking to optimize consumer satisfaction and company profitability through the
creative use of major design elements (performance, quality, durability,
appearance and cost)
in connection with products, environments, information and
corporate identity…”
![Page 23: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/23.jpg)
what is brand design?
![Page 24: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/24.jpg)
“…brand design is the creation and the visualization of
brands..”
source: Brand design,
voor beleid in merkidentiteit
Ruud Boer
![Page 25: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/25.jpg)
![Page 26: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/26.jpg)
Functions of brand design
1. Creating difference
2. Creating extra value
3. Communicating promises
4. Creating awareness
5. Creating recognition
6. Communicating basic information
7. Fulfulling other functions• For example ‘Living the brand’
![Page 27: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/27.jpg)
the inner side:A. creation of brands(vormen van merken)
the outer side:B. visualisation of brands(vormgeven van merken)
![Page 28: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/28.jpg)
A. the creation of a brand (inner side)
• establishing brand DNA (genetisch)
• establishing brand soul (karakter)
![Page 29: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/29.jpg)
A. the creation of a brand (inner side)
1. Brand vision• What does the market look like in 5-10 years? What
position does the brand have?
2. Brand mission• What do we have to do to make our vision come true?
3. Brand values• What is unique for our brand?
4. Brand personality• How can we describe our brand as it were a person? How
can we describe our brand different to other brands
5. Brand promise• What is the most important promise we have towards the
target group
6. Brand core-concept• What is the core of the brand, what is reason the brand
exists?
![Page 30: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/30.jpg)
1. Sight• Which visual aspects make our brand unique?
2. Touch• Which physical aspects make our brand unique?
3. Hear• Which audible aspects make our brand unique?
4. Taste• Which taste makes our brand unique?
5. Smell• Which smell makes our brand unique?
6. Language• Which language does the brand talk?
7. People• Which persons or characters are related to the brand?
B. the visualization of a brand (outer side)
![Page 31: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/31.jpg)
• Visualisation through:– Logo– Colours– Fonts– Text– Shape– Material– Lay-out– Visuals (photos, icons, illustrations)
B. the visualization of a brand (outer side)
![Page 32: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/32.jpg)
SightWhich visual aspects make
our brand unique?
![Page 33: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/33.jpg)
TouchWhich physical aspects make
our brand unique?
![Page 34: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/34.jpg)
HearWhich audible aspects make
our brand unique?
![Page 35: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/35.jpg)
TasteWhich taste makes our brand
unique?
![Page 36: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/36.jpg)
SmellWhich smell makes our brand
unique?
![Page 37: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/37.jpg)
LanguageWhich language does the
brand talk?
![Page 38: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/38.jpg)
PeopleWhich persons or characters
are related to the brand?
![Page 39: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/39.jpg)
the inner side:A. creation of brands
mental brand identity(mentale merk identiteit)
the outer side:B. visualisation of brands
visual brand identity(visuele merkidentiteit)
![Page 40: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/40.jpg)
![Page 41: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/41.jpg)
![Page 42: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/42.jpg)
![Page 43: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/43.jpg)
a case: starbucks
![Page 44: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/44.jpg)
![Page 45: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/45.jpg)
![Page 46: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/46.jpg)
questions? /comments
![Page 47: Session 3, creating brand value 2011](https://reader035.vdocuments.site/reader035/viewer/2022062319/554a72c1b4c90573288b4fa0/html5/thumbnails/47.jpg)
thank you!