4. who are you?
• Describe yourself using 4 brands
• Use specific characteristics of these
brands
• These characteristics should match
your personality
5. For instance
1. Red Bull: I am into extreme living, I like
extreme sports and are always looking
for a new challenge
2. War child: I care about children and
about the well-being of people that are
less fortunate
3. Nokia: I am always trying to connect with
people, I like to be in touch
4. Facebook: Life is about sharing, I am
only happy when I can share my
happiness with others
6. practical information
• be on time!
• slides are on portal / slideshare
• exam is at the end of the second term
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
15. 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
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 embarrassment
• 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. A change of thoughts
How to companies approach their customers
• Production orientated: mass production, customers have no
choice, selling more by efficient production
• Product orientation: selling more because the quality of
products is better
• Sales orientation: selling more because of a lot of
communication and promotion
• Marketing orientation: selling more by listening to the needs
of customers and to adjust products to those needs
• Societal marketing orientation: selling more by listening to
the needs of customers and to adjust products to those needs,
also these companies pay attention to the effects of their
actions to our planet
50. 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. “…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)
54. “…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)
55. “…a brand is a intangible but
critical component of what an
organization stands for…”
source: Brand Asset Management,
Scott M. Davis
definition (2)
70. brand goeroes
The Netherlands
Giep Franzen
Ruud Boer
Wil Michels
Roland van Kralingen
The World
Kevin Lane Keller
Jean-Noëll Kapferer
David Aaker
Scott M. Davis
75. 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
76. 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
78. “…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
88. 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