branding: session 1, introduction to branding 2012 2013

B®ANDING ™

session 1 an introduction to branding

John Verhoeven MSc. Brand management

practical information •  be on time! •  slides are on slideshare •  exams are at the end of the second term

interactivity •  Facebook: FontysAciBranding

– Become a fan! – Slides (slideshare links) – Videos (youtube links) – Articles (Nu.nl / FD.nl links) –  Interaction (forum) – Course messages

the book

ISBN: 978-90-430-1729-9

course outline Week Subject Chapter Keller 1 Introduction in branding: brand management and

global course overview, Branding music, events and entertainment

1

2 Creating brand value, Brand positioning 2 & 3

3 Building brand equity, Brand associations 4 & 5

4 Future branding: brand activation 6 & 7

5 Brand research, Brand psychology, Neuromarketing, Measuring brand value

8, 9 & 10

6 Brand strategy, Brand extensions, International branding, Summary

11, 12, 13 & 14

Lots of self study!

session 1: an introduction to branding

Do you recognize it? Do you know it?

Do you think it’s cool? Do you like it?

Do you think it’s better? Do you buy it?

Do you recommend it?

1.  Do you recognize it?: Brand awareness 2.  Do you know it?: Brand knowledge 3.  Do you think it’s cool?: Brand image 4.  Do you like it?: Brand attitude / brand value 5.  Do you think it’s better?: Brand preference 6.  Do you buy it?: Brand loyalty 7.  Do you recommend it?: Brand fan

why this ‘branding’ course?

Why are brands important? For consumers

•  Identification of source of product

•  Assignment of responsibility to product maker

•  Risk reducer •  Search cost reducer •  Promise, bond or pact with

maker of product •  Symbolic device •  Signal of quality

For manufacturers •  Means of identification to

simplify handling or tracing •  Means of legally protecting

unique features •  Signal of quality level to

satisfied customers •  Means of endowing

products with unique associations

•  Source of competitive advantage

•  Source of financial return

“Brands provide a shorthand device

or means of simplification

for their product decisions”

“..buying a brand is avoiding risk..”

Avoiding risk?

•  Functional risk: product doesn’t match expectations •  Physical risk: product poses a threat to my health •  Financial risk: the product is not worth the price paid •  Social risk: the product results in embarassment •  Psychological risk: the product affects my mental

well-being •  Time risk: buying the wrong products leads to loss of

time (in order to search for a new product)

Een verandering van denken Hoe 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 kan dit 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 product 2.  Vormgeving (ontwerp, grootte, kleur, etc.) v/h

product 3.  Verpakking (bescherming, aantrekkelijkheid,

opslag, etc.) v/h product 4.  Merknaam (logo, herkenbaarheid) v/h product 5.  Accessoires (bijproducten) v/h product 6.  Assortiment (breedte van het aanbod) 7.  Service (installatie, garantie, instructies,

handleiding, etc.) v/h product

a brand vs. a product

a split second

“…brands take a position inside your

memory, and stay there until they’re needed…”

“…and you don’t have to be old for that…”

what does this mean?

so what is a brand?

what comes to mind when you see this logo?

risk-taking competitive

healthy individualistic

source: Nike, brandbook 2009

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

definition (1)

“…een merk is een naam, logo, symbool of ontwerp, of een

combinatie van deze zogeheten merkelementen, dat

wordt toegevoegd aan een product…”

source: Strategisch merkenmanagement

definition (2)

“…a brand is a intangible but critical component of what an

organization stands for…”

source: Brand Asset Management, Scott M. Davis

definition (3)

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 Franzen Ruud Boer Wil Michels Roland van Kralingen

Buitenland Kevin Lane Keller Jean-Noëll Kapferer David Aaker Scott M. Davis

brands have got their

own rivals

history of branding

link

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 (afkomst)

•  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 brander the brander users

can everything become a brand?

branding services

branding retailers

branding online products

branding people & organisations

branding sports & arts

branding regions

branding entertainment

what can become a brand

•  Goods (b-to-c / b-to-b) •  Services •  Retailers •  Online products & services •  People & organisations •  Sports & arts •  Regions (city marketing) •  Entertainment

what is branded entertainment?

“…the practice of tying a brand name to an

entertainment property with seamless integration

and a natural fit…”

Radiofragment (min 39)

why brands become more important

in EME…

6 reasons why

1.  people face a dizzling array of

choices:

“..there is so much to choose from!..”

2. entertainment products drift towards

commoditization:

“…they’re on every street

corner!...”

3. a brand differentiates the

entertainment product from similar offerings:

“…standing out of the

crowd!...”

me! me! me! me!

me!

me!

me!

me!

me! me! me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

me!

4. a brand reduces the need to compete

on price or donations:

“…willing to pay for the best!...”

“In 2009, 2010 & 2011 the Lowlands festival sold out without any bands or acts

being announced!”

5. a strong brand gives employees

a focus and sense of purpose:

“…what are we doing here?...”

6. a strong brand can help to identify a

certain community or group of people:

“…we share the same

brands! (and values)...”

more about brands & communities in another

session

“…the goal of a brand is to establish a monopoly position in the mind of

an individual….”

but how do we do it?

choose a name unique, short,

easy to say, easy to spell

create a logo design, colour, tagline

always be consistent

persistence does pay off

use the right faces celebrity endorsement

give a brand meaning

we are this, not that

try to work together

give me your brand and you get mine

next week •  branding music, events & entertainment,

creating brand value •  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

thank you!