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Branding & de 7 Approaches

This book provides a comprehensive analysis of the 7 approaches to branding, exploring the developments within the concept of branding over time. It offers a new paradigm-based perspective on the branding literature, examining the sender-defined, economic, identity, consumer-based, personality, relationship, and context-based approaches. The book highlights the importance of brand management and the impact of branding on products, events, sponsors, partners, customers, donors, and employees. It explores the different waves of successful branding and the assumptions made by companies and consumers in shaping brand identities.

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Branding & de 7 Approaches

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  1. Branding & de 7 Approaches HD Alumni, 4. september 2019 Copenhagen Business School Mogens Bjerre

  2. AMA’s definition of brand ”A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers and to differentiate those goods or services from those of competitors” (AMA definition, Hanby 1999, p. 1)

  3. Brand vs. Branding Branding Products Events Sponsors Partners Customer Donors Employees

  4. Branding over the course of time

  5. The 7 Brand Approaches, is an attempt to create an overview over the developmentswithin the concept of branding… • Brand management teaching book • Tilde Heding, Charlotte Knudtzen & Mogens Bjerre, Routledge (UK) • December 2008, reprintet 2009, and again in 2015 • A completely new, paradigmbasedanalysis the branding literature

  6. The 7 approaches are recognizable in 3 waves, having a different way of explaining successful branding • Sender defined branding • Economic • Identity • Consumer based branding • Consumer based • Personality • Relationship • Context based branding • Community • Cultural

  7. ’A set of assumptions’ • The company • The consumer (customer) • New trajectory

  8. 1980-1995’Identity Approach’ A Foundation for the BRAND E.g. The Marketing Mix – or Brand Identity

  9. 1995-2000’Dialogue Approach’ Relevant dialogue between the BRAND and the consumer / customer E.g. Brand as a person / relationship partner

  10. 2001 -> ’Community Approach’ ’Cultural Approach’ Relevant input from consumers / customers to the BRAND Consumers interpret.. And re-interpret.. And...

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