Post on 12-Sep-2021
The history of branding
How many models can you handle?
The History of BrandingIdentification (1850 …)
– Products/servicesBenefits (1950 …)
– What’s in it for me?Symbolic branding (1970 …)
– PersonalityExperience branding (1990 …)
– All sensesSocietal branding (1995 …)
– EthicsTotal branding (2000 …)
– Integration of instruments: fusionbranding and storytelling
Branding inside out (2003 …) – Integrated system based on a “Gesamtkunstwerk”
….
The use of brands (communication functions)
Brandmanagement en Branddesign is about:
Identification and recognition
Distinction and discrimination
How to tell the difference (1)
Symbols and logotypes
How to tell the difference (2)
Culture (Hofstede’s onion)
How to tell the difference (3)
Personality (Aaker)
How to tell the difference (4)
Identity and positioning (Kapferer)
BMW’s “Kapferer”
The best description of a brand design?
CompleteComprehensiveCoherentCreativeCompetitiveChallenging
Brand identity planning (Aaker)
How to manage a brand
Enter the instruments …– Advertising– Design– Co-branding– Experience communication– Brand PR– …..
And start the planning and execution …
ROI-model of fusionmarketing
packaging
shops
personal selling
merchandising
exhibitions
E-business
direct marketing
websites/logs
advertisingsponsoring
PR
sales promotions
Added value of branding could be …
1. Products2. Product plus3. Concept4. Brand
Attributes/USP’sBenefitsIdeaStory
Research a .. and find ..
Storytelling
“From Gandhi to Martin Luther King, manypolitical and spiritual personalities have onething in common: they could tell a spellbindingstory that made a difference and gave meaningto people’s lives”
Storytelling, branding in practice (Fog, Budtz, Yakaboylu), 2005
Great/global brands tell a story
The story of …
The current stage in branding: Branding inside out
Internal and external branding
Friends or foes?
Bringing the customer insideor living the brand outside
Gap analysis
Ideal identity
Actual identity
Fysical identity
Image
Gap 1
Gap 2
Gap 3
Management
Employees
Behaviour & appearance
Stakeholders
Gap analysis
internal
external
Analyse & Act
Jaap van derGrinten, 2004
Marketorientation
External image
Strong Show brand Personality brand
Productorientation
Weak Blank brand Nerd brand
Weak Strong
Internal image
Rik Riezebos, 2002
Brand Reputation Grid (BRG)
Brand Reputation Grid
Show brand:Market dimensionDesign is windowdressingCommunication is dominant
Personality brand:Cultural dimensionBalanced design
Communication is functional
Blank brand:Material dimensionCommunication & design are submitted to processes
Nerd brand:Individual dimension
Communication submitted to production
Design is functional
Rik Riezebos, 2002
market average
The internal focus in BRG
Show brand:
Internal focus: costumer satisfaction, marketing, competition
Personality brand:
Internal focus: motivation, ambition, identification
Blank brand:
Internal focus: housing, procedures, systems
Nerd brand:
Internal focus: passion, personal growth, quality
Rik Riezebos, 2002
Core competences
Show brand:’They’
Core competence: positioning
Personalitybrand: ‘We’
Core competence: coöperation
Blank brand: ‘It’
Core competence: processing
Nerd brand: ‘Me’
Core competence: innovation
Rik Riezebos, 2002
A BRG Exercise5 groups (5x2)Pick your favourite brand
– Is it a nerd?– Is it a personality?– Does it show off?– Is it blank?
Describe core competences– Where’s the proof?
Create spider/piechartExplain and presentUse it for your own brand
Show Personality
NerdBlank
Can you draw this picture?
Coffeebreak!!