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Brandingens mange perspektiver

Brandingens mange perspektiver. KEA Mogens Bjerre, CBS 22. marts 2012. Temaer, der berøres. Introduktion til et par begreber De 7 tilgange til hvad branding er… Economic Identity Consumer based Personality Relationship Community Cultural Case: Danisco og egen virksomhed.

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Brandingens mange perspektiver

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  1. Brandingens mange perspektiver KEA Mogens Bjerre, CBS 22. marts 2012

  2. Temaer, der berøres... • Introduktion til et par begreber • De 7 tilgange til hvad branding er… • Economic • Identity • Consumer based • Personality • Relationship • Community • Cultural • Case: Danisco og egen virksomhed

  3. Hvorfor branding? “In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customers mind.” Tom Peters, 1995

  4. Identitet vs. image • Identitet • Måden hvorpå virksomheden gerne vil opfattes af andre, • Gælder både virksomheden, dens produkter og/eller services • Afsender defineret • Image • Måden hvorpå andre ser virksomheden, dens produkter og/eller services • Modtager defineret

  5. De 7 Brand Approaches, er et forsøg på at give et overblik over brandingbegrebets udviklign over tid… • Brand management lærerbog • Tilde Heding, Charlotte Knudtzen & Mogens Bjerre • Routledge (UK) • December 2008 • En helt ny, paradigmebaseret analyse af branding litteraturen

  6. 'Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management.' Kevin Lane Keller, Tuck School of Business at Dartmouth, USA 'At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity.' Leslie de Chernatony, Birmingham University Business School, UK 'We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches, as well as to the four layers within each approach.' Albert M. Muniz, Jr., DePaul University & Thomas C. O’Guinn, University of Wisconsin, USA

  7. The Economic Approach – Den økonomiske/rationelle tilgang

  8. Brand Equity – brandetsværdi Brand Equity Other Assets Hvad kan brandet i øvrigt bruges til Associations De bevidste og ubevidste koblinger som kunder og andre laver ved mødet med brandet Perceived Quality Kundernes oplevelse af pris/kvalitet. Også afgørende for partneres ønske om at samarbejde Awareness Kendskab er forudsætningen for salg. Men det er afgørende at være kendt for “noget” Loyalty Kundernes gentagne køb sænker behovet for styret kommunikation Aaker, 1996

  9. The Identity Approach,Brandet som identitetsplatform

  10. Brand Identity System Brand Identitet Udvidet Kerne Brand som Organisation Brand som Person Brand som Symbol Brand som Produkt Value Proposition Funktionelle & psykologiske & selv-i-scene-sættende benefits Troværdighed Støtte til andre brands Brand-Kunde relation

  11. The Consumer-based Approach,Forbrugerbaseret brand equity

  12. The Brand Value Chain, et bud på værdiskabelsesprocessen koblet til branding Værdi Stadier Marketing program investering Kunde mindset Markeds- præstationer Shareholder value • Pris præmie • Pris elasticitet • Markedsandel • Omkostningsmønster • Profitabilitet • Aktie pris • P/E ratio • Market cap • Produkt • Place • Price • People • Andet • Awareness • Associations • Attituder • Relation • Handlinger Markeds- betingelser Program kvalitet Forstærkere Kapital til rådighed • Klarhed • Relevans • Distinctiveness • Konsistens Keller, 2003 • Markedsdynamik • Vækst potentiale • Risiko profil • Brandets bidrag • Konkurrentreaktioner • Kanal støtte • Kunde størrelse og profil

  13. The Personality Approach,Brand personlighed

  14. Det klassiske løfte 1 brand 1 produkt 1 løfte Hvorfor? For hvem? Hvornår? I forhold til? Kapferer, 1997

  15. The Relational Approach,Det relationsbaserede brand

  16. The Community Approach,Brandet som deltager i community

  17. The Cultural Approach, Brandet indlejret i samfundet

  18. Identitet vs. image • Identitet • Måden hvorpå virksomheden gerne vil opfattes af andre, • Gælder både virksomheden, dens produkter og/eller services • Afsender defineret • Economic • Identity • Image • Måden hvorpå andre ser virksomheden, dens produkter og/eller services • Modtager defineret • Consumer based • Personality • Relationship • Community • Cultural

  19. En note fremad…. • Vi kan genkende udviklingen i branding i marketing generelt • Vi kan genkende udviklingen i marketing i strategi • Og flere teoretiske discipliner smelter sammen – logistik, supply chain management, marketing, human resource managenent, og…

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