Summary
Samenvatting Merkenstrategie
- Course
- Institution
Dit document is een samenvatting van de cursus Merkenstrategie gegeven door Prof. Fons Van Dyck. Het bevat de geziene theorie aangevuld met eigen notities en de gastcolleges.
[Show more]
Seller
Follow
LmD1
Content preview
MerkenstrategieInhoudstafel
1 Inleiding tot het merk .................................................................. 9
1.1 Wat is een merk? ......................................................................... 9
1.1.1 ‘Iceberg’-concept – Professor Lesley de Chernatony ........................... 9
1.1.2 Het merk in relatie tot zijn doelpublieken – Think BBDO..................... 10
1.1.3 Merk als netwerk van associaties ................................................... 10
1.1.4 Een merk is een relatie (relatieconcept) .......................................... 11
1.1.5 Fournier’s ‘merkrelaties’ ............................................................... 11
1.2 Evolutie van het merk .................................................................. 13
1.2.1 Identificatie (19de E) .................................................................... 13
1.2.2 Voordelen van het merk (1900) ..................................................... 14
1.2.3 Symboliek van een merk (1930) .................................................... 14
1.2.4 Ervaringen met een merk (1990) ................................................... 15
1.2.5 Merk in de maatschappij (2000)..................................................... 16
1.2.6 Conclusie ................................................................................... 16
1.3 Product versus Merk .................................................................... 17
1.3.1 Introductie ................................................................................. 17
1.3.2 De vijf productniveaus van betekenis .............................................. 17
1.3.3 Merk is meer dan een product ....................................................... 18
1.3.4 Hoe merk je een product? ............................................................. 18
1.3.5 Kan alles een merk zijn? ............................................................... 18
1.4 Waarde voor consumenten en producenten ..................................... 18
1.4.1 Waarom zijn merken belangrijk voor consumenten? .......................... 18
1.4.2 Merken kunnen de risico’s van een product verlagen voor consument en
een zakelijke aankoop .................................................................. 19
1.4.3 Types van risico .......................................................................... 19
1.4.4 Waarom zijn merken belangrijk voor fabrikanten?............................. 19
1.4.5 Merken verschaffen waardevolle intellectuele eigendomsrechten aan een
organisatie ................................................................................. 19
1.5 Uitdagingen en kansen ................................................................. 20
1.5.1 Uitdagingen en kansen voor branding/1 .......................................... 20
1.5.2 Gevaren ..................................................................................... 20
1.5.3 Paradigma-verschuiving ............................................................... 21
1
,2 De merkomgeving: merk & trends ............................................. 23
2.1 Vertrekpunten van een merkstrategie ............................................. 23
2.1.1 Inside-out .................................................................................. 23
2.1.2 Outside-in .................................................................................. 23
2.1.3 Het eco-systeem van het merk ...................................................... 24
2.1.4 De macro-omgeving .................................................................... 24
2.1.5 Een wereld van paradoxen ............................................................ 25
2.2 The bigger picture ....................................................................... 26
2.2.1 AGE OF INFORMATION AND COMMUNICATION TECHNOLOGY ............. 26
2.2.2 THE STATE OF THE WORLD ........................................................... 27
2.2.3 THE MOOD OF THE MASSES .......................................................... 28
2.2.4 Weg angst? ................................................................................ 28
2.2.5 The future is bright? .................................................................... 28
2.2.6 Wat zegt de wetenschap? ............................................................. 29
2.3 Human drivers ............................................................................ 29
2.4 Empowerment ............................................................................ 29
2.4.1 Empowerment bij jongeren ........................................................... 29
2.4.2 Empowerment in alle generaties en populaire cultuur ........................ 30
2.4.3 Empowerment bij vrouwen............................................................ 31
2.4.4 Empowerment bij mensen met een beperking .................................. 31
2.4.5 Grote merken die empowerment illustreren ..................................... 32
2.4.6 Empowerment bij mensen met een andere achtergrond ..................... 32
2.5 Bonding ..................................................................................... 32
2.5.1 Self-image of generation Y (BBDO Research – 2006) ......................... 33
2.5.2 Circles of trust ............................................................................ 33
2.5.3 Empowerment x bonding = ... ....................................................... 35
2.5.4 The day after tomorrow ................................................................ 36
2.6 Wat nu? ..................................................................................... 39
2.7 De fundamentele vraag: Wat drijft ons? ......................................... 40
2.7.1 Welkom in vier werelden: 4 V’s ...................................................... 40
2.8 Four drivers – four worlds ............................................................. 44
3 Het merk en de bedrijfsstrategie ............................................... 46
3.1 Markleider strategieën .................................................................. 46
3.1.1 Drie strategische opties ................................................................ 46
2
,3.2 ‘Challenger’ strategie ................................................................... 52
3.2.1 Acht credo’s for successful challenger brands ................................... 52
3.3 ‘Challengers’ kunnen marktleider worden ........................................ 55
3.4 Conclusie voor marktleiders en ‘challengers’ .................................... 55
4 Merkelementen en merkarchitectuur ......................................... 56
4.1 Wat is een merk .......................................................................... 56
4.2 Merkelementen ........................................................................... 56
4.2.1 What’s in a name? ....................................................................... 56
4.2.2 URL’s......................................................................................... 57
4.2.3 Logo’s en symbolen ..................................................................... 57
4.2.4 Merkpersonages .......................................................................... 58
4.2.5 Base-lines .................................................................................. 59
4.2.6 Jingles ....................................................................................... 60
4.2.7 Verpakkingen.............................................................................. 60
4.2.8 Design ....................................................................................... 60
4.3 Merkportfolio .............................................................................. 64
4.3.1 Merkportfolio vs Merkarchitectuur .................................................. 64
4.3.2 Hoofdprincipes merkportfolio ......................................................... 64
4.3.3 Welk perspectief? ........................................................................ 65
4.3.4 Tendens naar ‘niches’ ................................................................... 65
4.4 Merkarchitectuur ......................................................................... 66
4.5 Hybrid branding: een 3de weg ........................................................ 68
4.5.1 Voordelen van hybrid branding ...................................................... 68
4.6 Belangrijke tendensen .................................................................. 69
4.7 Samenvattend: hoe een merkarchitectuur ontwikkelen? .................... 70
4.8 Aandachtspunten......................................................................... 71
5 DNA van het merk ...................................................................... 72
5.1 Ondernemingsfocus (intern) .......................................................... 72
5.1.1 Visie .......................................................................................... 72
5.1.2 Missie ........................................................................................ 73
5.1.3 Merkwaarden .............................................................................. 74
5.2 Consumentenfocus (extern) .......................................................... 77
5.2.1 Positionering ............................................................................... 77
5.2.2 Archetypes ................................................................................. 81
3
, 5.2.3 Persoonlijkheid............................................................................ 82
5.3 Mix: Kapferer’s merkprisma .......................................................... 84
5.4 Merkmantra ................................................................................ 86
5.4.1 Merkmantra’s maken het verschil ................................................... 87
5.4.2 Een merkmantra implementeren .................................................... 87
5.5 Praktijkmodellen: Brand Key en Morris Matrix .................................. 88
5.5.1 Unilever: Brand Key ..................................................................... 88
5.5.2 BBDO’s Morris Matrix ................................................................... 89
5.6 Aandachtspunten......................................................................... 93
6 Purpose Branding ...................................................................... 94
6.1 Definitie, belang, vormen .............................................................. 94
6.1.1 The new brand reality .................................................................. 94
6.1.2 Purpose van het merk .................................................................. 94
6.1.3 What’s in a name ? ...................................................................... 95
6.1.4 Doelgroepen ............................................................................... 96
6.1.5 Conceptuele modellen .................................................................. 97
6.1.6 Inhoudelijke insteken ................................................................... 98
6.2 Dimensies van communicatie ........................................................ 99
6.2.1 Praktijk: 4 dimensies van communicatie .......................................... 99
6.3 Greenwashing ........................................................................... 102
6.3.1 Purpose van het merk ................................................................ 102
6.3.2 Missie of misser ? ...................................................................... 102
6.4 The end of greenwash? .............................................................. 103
6.5 Conclusie ................................................................................. 103
7 Merkuitbreidingen.................................................................... 104
7.1 De Ansoff Matrix........................................................................ 104
7.2 Strategieën voor merkuitbreiding (Ed Tauber) ................................ 104
7.3 Voor- en nadelen van merkuitbreidingen ....................................... 105
7.3.1 Voordelen van merkuitbreidingen ................................................. 105
7.3.2 Nadelen van merkuitbreiding ....................................................... 105
7.4 Redenen voor het falen van nieuwe merken ................................... 106
7.5 Gevaar: “Ego-tripping” ............................................................... 106
7.6 Aandachtspunten....................................................................... 106
8 Rebranding van merken ........................................................... 107
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller LmD1. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $15.51. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
81113 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now