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B12: Marketing og E-business Lektion 6

B12: Marketing og E-business Lektion 6. Mads Vangkilde. Opsamling Case og teori. Emner der berøres….. Case gennemgang Teorien Uklarheder Uddybninger Viderebygning. Corporate Branding. Årstiderne – Gruppe 3. Karakteriser Årstidernes branding med udgangspunkt i Berry

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B12: Marketing og E-business Lektion 6

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  1. B12: Marketing og E-businessLektion 6 Mads Vangkilde

  2. Opsamling Case og teori • Emner der berøres….. • Case gennemgang • Teorien • Uklarheder • Uddybninger • Viderebygning

  3. Corporate Branding

  4. Årstiderne – Gruppe 3 • Karakteriser Årstidernes branding med udgangspunkt i Berry • Udarbejd en karakteristik på baggrund af Kellers model • Sammenlign og diskuter præferencer, overlap og mangler

  5. 4. Relationships = What about you and me? Intense, active relationships Positive, accessible responses 3. Responses = What about you? Strong, favourable & unique brand association 2. Meaning = What are you? Deep, broad brand awareness 1. Identity = Who are you? Customer-based brand equity pyramid Consumer brand resonance Consumer judgements Consumer feelings Brand performance Brand imagery Brand Salience Keller, 2001

  6. Sub-dimensions of Brand-Building Blocks Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth Fun Excitement Security Social approval Self-respect User profiles Purchase & Usage situation Personalities & Values History, Heritage & Experience Primary characteristics & Secondary features Product reliability, Durability & Serviceability Service effectiveness, Efficiency & Empathy Style & Design Price Category Identification Needs Satisfied Keller, 2001

  7. Service-Branding Model Company’s presented brand Brand awareness External brand communications Brand equity Customer experience with company Brand meaning Berry, 2000

  8. Keller vs. Berry Brand Experience and/or communication reception (external or company presented) Berry Brand Awareness Brand Meaning Brand Equity Keller Identity Meaning Responses Relationships

  9. Centrale branding beslutninger(Reelt er der tale om en løbende proces) Branding Brand/ ikke brand Brand Sponsor Leverandør brand Distributør brand Licens udnyttelse Brand Navn Individuelt navn Familienavn som paraply eller serie Firma- individuelt navn Brand Strategi Line extension Mærke extensions Multibrands Nye brands ”Co-brands” Brand Repositionering Repositione- ring/ ikke re- positionering

  10. Case

  11. Pause 10 min.

  12. Product branding • Emner der berøres….. • Produkt niveauer • Forskellige brands • Private labels og deres udvikling • Analyse modeller for produkt/service evaluering • Web-branding

  13. Product Branding

  14. Mærkevarer “Forskellen mellem et produkt og et mærke er, at produktet eksisterer fysisk – mærket er blot til stede i forbrugerens sind.” Ukendt, fra Andersen & Lindstrøm

  15. De 5 produktniveauer Potential product Augmented product Expected product Basic product Core Benefit

  16. Produkthierarkiet • Behov - sikkerhed • Produkt - sikker transport • Gruppe - personbiler • Linie - familiebil • Type - model - 4/5 døre • Navn - fx Volvo • Fysisk identifikation - stelnummer

  17. Mærkevarebegrebet “En mærkevare er et produkt, der udbydes i et betydende markedsområde, under et standardnavn, i en standardkvalitet, i en standardemballage, i en standardkvantitet og til en standardpris” Kjær-Hansen, 1956 “En mærkevare er et produkt og/eller service, kunden har kendskab til og foretrækker på grund af en oplevet sikkerhed for opnåelse af merværdi” Bjerre, 1993 & 1997

  18. Hvad er et brand? • A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors • Attributes, benefits, values, culture, personality, user

  19. Klassikerne

  20. The Swoosh

  21. Hvad gør de for brandet?

  22. Sony Design Philosophy -"Originality",  "Form follows function","Enhancing lifestyles",  "Ease of operation" Hvem køber Sony?Hvor i Kellers pyramide er Sony?

  23. Apple – iPodDesign, symbol, navn

  24. Et brand??

  25. Blandt vores egne mærker finder du serier som Minirisk, Bluecare, Natura, Danefrost og Friends, men der er også mange andre gode mærker at vælge imellem. Kig efter          eller             . Butikkens egne mærker

  26. Store/Retail brands “…consumer products produced by or on behalf of, distributors and sold under the distributor’s own name or trademark through the distributor’s own outlet.” Steve Burt, 2000

  27. Udviklingen af ”retail brands”

  28. Objective Strong positive identity, first choice, satisfy stakeholders Type of brand Corporate Brand Strategy Corporate positioning Product Tangible and intangible attributes of the corporation Quality/Image Quality and consistency throughout the organisation Technology Stakeholder relationship management Pricing Focus on deliering value Supplier Innovative partners Consumers motivation to buy Trust 5th generation retail brands

  29. Afgørende faktorer på detailhandlens brand udvikling • Magt I forsyningskæden • Centralisering af ledelsesaktiviteterne • Afdækning af kilden til detailhandlens image

  30. Branding i detailkæden “The challenge in retailing is that your customers experience your product directly…. What they experience in the store is the brand. So stores have to be both internally and externally coherent. The way the brand is projected and advertised externally reflects the way it lives and works internally” Norman, 1999

  31. Pause 10 min.

  32. Evaluation of Store Brand Mediating effects of store image Antecedents Mediators Outcome Perceived Psychosocial Risk - - Physical Layout - + - - Perceived Functional Risk Merchandise - + - - + - Service Perceived Financial Risk Store Image Product Class Store Brand

  33. Service gap modellen Consumer Word of mouth communictions Personal needs Past experience Expected service Gap5 Perceived service Marketer Gap4 Service delivery External communications to consumers Gap3 Translation of perceptions into service quality specs. Gap1 Gap2 Management perceptions of consumers expectations

  34. Web-værdiudvælgelse • Aktivere et produktkategori-behov • Skabe opmærksomhed • Skabe mærkeattitude* • Skabe købsintention • Skabe købsfacilitet

  35. *mærkevareattitude • Skabe attitude • Forøge attitude • Vedligeholde attitude • Modificere attitude • Ændre mærkets attitude

  36. Web-brand-building • Værdicentre • Forlystelsesparken i cyberspace • Web-branding-mapping • Minisites • Produktfordelen ved nettet • Fejlmeddelelser – en måde at brande på… ”En website kan sammenlignes med en forlystelsespark. Hver værdi – og således hver enkelt attraktion – understøtter den samlede oplevelse af parkens image. Omvendt fungerer hver enkelt attraktion som enkeltstående ide, der præsenterer et individuelt univers”

  37. Anbefalet læsning • Semeijn et al 2004 • Burt & Sparks 2002 • Burt 2000

  38. Lektion 7 – Case – 16/03 • Product Branding • Sitescape • Lektion 7 – Product branding • Pernille, Mette T, Rikke, Peter R & Kaare

  39. Matas – Gruppe 4 • Udviklingsniveauet af Matas’ Brand og perspektiverne heraf? • Diskuter og sammenlign Matas’ udviklingsbaggrund i forhold til de faktorer der har formet udviklingen i UK • Forklar Matas’ store image udfra Semeijn et al. • Hvordan kan Matas’ brand forstås udfra Berry’s model?

  40. Case til Lektion 7

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