1. ™
B®ANDING

2. session 1
an introduction to branding

3. John Verhoeven
MSc. Brand management

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

5. interactivity
• Facebook: FontysAciBranding
– Become a fan!
– Slides (slideshare links)
– Videos (youtube links)
– Articles (Nu.nl / FD.nl links)
– Interaction (forum)
– Course messages

7. the book
ISBN: 978-90-430-1729-9

8. course outline
Week Subject Chapter Keller
1 Introduction in branding: brand management and 1
global course overview, Branding music, events
and entertainment
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, 8, 9 & 10
Neuromarketing, Measuring brand value
6 Brand strategy, Brand extensions, International 11, 12, 13 & 14
branding, Summary

9. Lots of self study!

10. session 1:
an introduction to branding

12. 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?

13. 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

14. why this ‘branding’ course?

15. Why are brands important?
For consumers For manufacturers
• Identification of source of • Means of identification to
product simplify handling or tracing
• Assignment of responsibility • Means of legally protecting
to product maker unique features
• Risk reducer • Signal of quality level to
• Search cost reducer satisfied customers
• Means of endowing
• Promise, bond or pact with
maker of product products with unique
associations
• Symbolic device
• Source of competitive
• Signal of quality
advantage
• Source of financial return

16. “Brands provide
a shorthand device
or
means of simplification
for their product decisions”

17. “..buying a brand
is avoiding risk..”

18. 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)

19. 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!)

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 Marketingmix
- Promotie
- (Personeel)

21. 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

23. a brand vs. a product

24. a split second

45. “…brands take a
position inside your
memory, and stay there
until they’re needed…”

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

47. what does this mean?

48. so what is a brand?

50. what comes to mind
when you see this logo?

51. risk-taking
competitive
healthy
individualistic
source: Nike, brandbook 2009

52. 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!"

53. what is a brand?

55. definition (1)
“…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

56. definition (2)
“…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

57. definition (3)
“…a brand is a intangible but
critical component of what an
organization stands for…”
source: Brand Asset Management,
Scott M. Davis

58. brands have
got their own stories

60. brands have
got their own life-cycle

63. brands have
got their own
personality

66. brands have
got their own
responsibility

71. brands have
got their
own theory

73. brand goeroes
Nederland Buitenland
Giep Franzen Kevin Lane Keller
Ruud Boer Jean-Noëll Kapferer
Wil Michels David Aaker
Roland van Kralingen Scott M. Davis

74. brands have
got their
own rivals

76. history of branding
link

77. 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

78. 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

79. what is branding?

80. “…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

81. brand
the brander
the brander users

82. can everything
become a brand?

83. branding services

84. branding retailers

85. branding online products

86. branding people &
organisations

87. branding sports & arts

88. branding regions

89. branding entertainment

90. 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

92. what is branded
entertainment?

93. “…the practice of tying
a brand name to an
entertainment property
with seamless integration
and a natural fit…”

102. Radiofragment (min 39)

103. why brands
become more important
in EME…
6 reasons why

104. 1. people face a
dizzling array of
choices:
“..there is so much
to choose from!..”

106. 2. entertainment
products drift towards
commoditization:
“…they’re on every street
corner!...”

109. 3. a brand
differentiates the
entertainment product
from similar offerings:
“…standing out of the
crowd!...”

110. 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!

111. 4. a brand reduces
the need to compete
on price or donations:
“…willing to pay for the
best!...”

113. “In 2009, 2010 & 2011 the
Lowlands festival sold out
without any bands or acts
being announced!”

114. 5. a strong brand
gives employees
a focus and sense of
purpose:
“…what are we
doing here?...”

116. 6. a strong brand can
help to identify a
certain community or
group of people:
“…we share the same
brands! (and values)...”

119. more about brands &
communities in another
session

120. “…the goal of a brand is to
establish a monopoly
position in the mind of
an individual….”

122. but how do we do it?

123. choose a name
unique, short,
easy to say, easy to spell

126. create a logo
design, colour, tagline

130. always be consistent
persistence does pay off

133. use the right faces
celebrity endorsement

138. give a brand meaning
we are this, not that

141. try to work together
give me your brand and you get mine

144. 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

145. thank you!