Samenvatting Branding Image & Identity, alle hoofdstukken en colleges i.c.m. notities uit het boek (825060B6)
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Complete samenvatting van Branding, Image & Identity, incl. boek en bijbehorende papers
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Samenvatting Branding Image & Identity, alle hoofdstukken en colleges i.c.m. notities uit het boek (825060B6)
Institution
Tilburg University (UVT)
Book
Brand Management
Dit is een complete samenvatting van het semestervak Branding, Image & Identity, inclusief samenvatting van het boek Brand Management: Mastering Research, Theory and Practice (3rd ed.) en de opgegeven papers (2021)
Samenvatting Branding Image & Identity, alle hoofdstukken en colleges i.c.m. notities uit het boek (825060B6)
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Branding Image Identity
Contents
Week 1: A brand and the 8 approaches .................................................................................................. 3
L1. Lecture ........................................................................................................................................... 3
L1. H2 Brand Management 1985-2020 ............................................................................................... 5
L1. H3 Taxonomy of brand management 1985-2020.......................................................................... 7
Week 2: Personality approach ................................................................................................................ 9
L2. Kennisclip Merkpersoonlijkheid .................................................................................................... 9
L2. Lecture Merkpersoonlijkheid....................................................................................................... 10
L2. H7 uit Brand management........................................................................................................... 13
L2. Aaker, J. L. (1997). Dimensions of brand personality .................................................................. 20
Week 3: Economic approach ................................................................................................................. 21
L3. Kennisclip Economische benadering ........................................................................................... 21
L3. Lecture Economische benadering................................................................................................ 21
L3. H4 uit BM: The Economic Approach ............................................................................................ 24
Week 4: Economische benadering (2)................................................................................................... 27
L4. Lecture Economische benadering (2) .......................................................................................... 27
L4. PAPER An examination of selected marketing mix elements and brand equity ......................... 30
Week 5: Identiteitsbenadaring .............................................................................................................. 31
L5. Lecture Identiteitsbenadaring ..................................................................................................... 31
L5. H5 BM: Identiteitsbenadaring ..................................................................................................... 36
Week 6: Gast lecture ............................................................................................................................. 45
Week 7: Identiteitsbenadering (2) ........................................................................................................ 46
L7. Lecture Identiteitsbenadering (2) ................................................................................................ 46
L7. The impact of reputation and identity congruence on employer brand attractiveness ............. 49
Week 8: Consumentenbenadering........................................................................................................ 51
L8. Lecture Consumentenbenadering ............................................................................................... 51
L8. H6: The Consumer Based Approach ............................................................................................ 54
Week 9 en 10: Geen les ......................................................................................................................... 59
Week 11: Relationele Benadering ......................................................................................................... 59
L11. Lecture Relationele Benadering en H8 Brand Management ..................................................... 59
Week 12: Community Benadering ........................................................................................................ 65
L12. Kennisclip Community Benadering ............................................................................................ 66
L12. Lecture Community Benadering ................................................................................................ 66
1
, L12. H9 The community approach .................................................................................................... 68
Week 13: Communitybenadering (2) .................................................................................................... 75
L13. Communitybenadering (2) ......................................................................................................... 75
W13. PAPER Influencing COBRAs: the effects of brand equity on the consumer’s propensity to
engage with brand-related content on social media ........................................................................ 78
W13. PAPER Co-creating corporate brand identity with online brand communities ....................... 79
Week 14: Culturele Benadering ............................................................................................................ 80
L11. Lecture culturele benadering .................................................................................................... 80
L11. H10 Cultural approach ............................................................................................................... 83
Week 15 – no lecture ............................................................................................................................ 87
Week 16: Sensorische benadering ........................................................................................................ 87
W16 Lecture Sensorische Benadering ............................................................................................... 87
W16. H11 uit 'Brand management' ................................................................................................... 92
W17 Tentamen ...................................................................................................................................... 99
B. The economic approach .................................................................................................................. 101
B. Identity approach ............................................................................................................................ 101
B. Consumer Based Approach ............................................................................................................. 102
B. The Personality Approach ............................................................................................................... 102
B. The Relational appraoch ................................................................................................................. 103
B. Community approach ...................................................................................................................... 103
B. The Cultural Approach..................................................................................................................... 104
B. The Sensory Approach..................................................................................................................... 104
2
,Week 1: A brand and the 8 approaches
We bespreken wat een merk is, wat het belang is van merken voor organisaties en hoe het vak van
branding zich heeft ontwikkeld.
• Hoofdstuk 2 uit 'Brand management' van Heding, Knudtzen & Bjerre (2020)
• Hoofdstuk 3 uit 'Brand management' van Heding, Knudtzen & Bjerre (2020)
L1. Lecture
A BRAND (American Marketing Association [AMA] 1960): A name, term, sign, symbol, or design, or a
combination of them …which is intended to identify the goods or services of one seller or a group of
sellers …and to differentiate them from those of competitors.
Versterking van merk: Marketing Mix, origneel 4 P’s
• Product: eigenschappen can product uitlichten
• Price: prijsstrategie, toegankelijk/waarde creëren/behoefte creëren
• Place: beschikbaarheis product (waar te koop)
• Promotion: Communicatie over het product.
Merken worden ‘geladen’ met betekenis. Creëeren een
netwerk van associaties rondom een merk (e.g., cool,
natuur, casual). -> link naar cognitief netwerk. Marketeers
bouwen aan het imago van een brand.
Imago: perceptions about the brand as reflected by the brand associations held in consumer
memory. More short term creation of associations.
Reputation: a more long-term gathering of impressions and evaluations of image stored in the long-
term memory of consumers and stakeholders
Merken gaan verder dan imago: het geven van een bepaalde merkbeleving (e.g., the Guiness
Experience). Een belevenis van wat Guiness is, ook flagships stores, legoland, unboxing experience
zijn een voorbeeld hiervan. Idee is een iets memorabels creëren e.g., Efteling. Merkervaring moet
waarde creëren voor het merk, waardoor de prijzen van de producten hoger mogen zijn en de klant
het product extra graag wil hebben. Serena Williams f.t. Nike commercial -> mensen raken op hun
idealen. Laten zien wat de waarde is van het merk en evt maatschappelijke verandering.
7 mijlslaarzen door de geschiedenis van branding:
• Stempel van product of eigenaar
• Kennis imago en associaties
• Brand experience: gevoelens, ervaringen, waarden
Doel can merkcommunicatie = merkwaarde creëeren
3
,Brand Equity: ‘A consumer perceives a brand’s equity as the value added to the functional product or
service by associating it with the brand name’ (Aaker and Biel 1993, p. 2).
Boekhoudkundige betekenis van brand equity: the concept is a way to account for how much value a
brand holds. Dit vertegenwoordigt een waarde op de balans van de organisatie.
Wie geeft de betekenis aan het merk? 2 paradigms:
• Positivistische benadering: vooral de merkmanagers
o ‘Recieved view’- merkbeeld wordt passief aangenomen door publiek
o Marketeers ‘bezitten’ en bepalen de betekenis van het merk
o Communicatie als ‘injectienaald’ of transmissie, e.g., story telling
• Interpretatieve benadering: vooral mensen/consumenten geven betekenis aan een merk
o ‘emergent paradigm’ – de brand komt op door interpretaties van de mensen die dat
zien en erove rpraten en in die conversaties ontstaat de betekenis van een merk
o De betekenis van een merk wordt bepaald in co-creatie tussen marketeers en
consumenten en door consumenten onderling.
o Communicatie is een interactioneel proces van betekenisconstruictie/als cultureel
fenomeen.
Meer eigentijdse definitie van een merk (Ama, 2003): A brand is a customer experience represented
by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and
design scheme.
Brand recognition and other reactions are created by the accumulation of experiences with the
specific product or service, both directly relating to its use, and through the influence of advertising,
design, and media commentary. A brand often includes an explicit logo, fonts, color schemes,
symbols, sound which may be developed to represent implicit values, ideas, and even personality.
In het boek 8 verschillende benaderingen, worden nog steeds allemaal gebruikt:
Van de economische benadering (brand equity – marketing mix- gericht op zender) richting een
benadering die uitgaat van de associaties van de consument. Sensorische benadering -> customer
journey (deels gescript door martekeer, deels in handen van de consument om er actief betekenis
aan te geven)
4
, Iedere benadering (ideaaltype) bestaat uit een samenhangende set van… (vaak zien we in de praktijk
elementen van verschillende benaderingen gecombineerd.)
• Aannamen
• Theorieën
• Onderzoeksmethoden en data
• Managementaanbevelingen
L1. H2 Brand Management 1985-2020
The eight approaches can be seen as links in a continuous evolution that slowly but surely has
changed the field of brand management. From 1985 to 2020, two overriding paradigms have been
present in the academic world of brand management:
• one with a positivistic point of departure
o Implies a notion of the brand being ‘owned’ by the marketer, who controls the
communication to a passive recipient/ consumer.
o Brand equity is perceived to be something created by the marketer and the brand
o Paradigm: received view (Susan Fournier) is squarely grounded in the disciplines of
psychology and information economics’
• one of a constructivist or interpretive nature.
o reflects on the nature of the brand and the value of brand equity as something
created in the interaction between marketer and an active consumer:
▪ ‘As holistic entities with many of the characteristics of living beings’
▪ ‘as a living entity (with a personality with which we can form a relationship
and that can change and evolve over time)
5
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