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Samenvatting Merkenstrategie
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MERKENSTRATEGIEINHOUDSOPGAVE
1. Inleiding tot het merk ................................................................................................................................... 6
Wat is een merk?................................................................................................................................................. 6
Wat is een merk? ............................................................................................................................................ 6
Iceberg-concept .............................................................................................................................................. 6
Het merk in relatie tot zijn doelpublieken ...................................................................................................... 6
Merk als netwerk van associaties ................................................................................................................... 7
een merk is een relatie .................................................................................................................................... 7
Evolutie van het merk .......................................................................................................................................... 9
Fase 1: identificatie ......................................................................................................................................... 9
Fase 2: voordelen van het merk .................................................................................................................... 10
Fase 3: symboliek van een merk ................................................................................................................... 10
Fase 4: Ervaringen met een merk.................................................................................................................. 10
Fase 5: Merk in de maatschappij .................................................................................................................. 11
Conclusie ....................................................................................................................................................... 11
Product versus merk .......................................................................................................................................... 11
Vijf productieniveaus van betekenis ............................................................................................................. 12
merk is meer dan een product ...................................................................................................................... 12
hoe merk je een product? ............................................................................................................................. 12
kan alles een merk zijn? ................................................................................................................................ 13
Waarde voor consumenten en producenten ..................................................................................................... 13
waarom zijn merken belangrijk voor consumenten? .................................................................................... 13
waarom zijn merken belangrijk voor fabricanten ......................................................................................... 14
Merken verschaffen waardevolle intellectuele eigendomsrechten aan een organisatie ............................. 14
uitdagingen en kansen ...................................................................................................................................... 14
Uitdagingen en kansen voor branding .......................................................................................................... 14
Gevaren ......................................................................................................................................................... 15
paradigmaverschuiving ................................................................................................................................. 17
2 & 3. de merkomgeving: merk & trends ........................................................................................................ 18
inleiding: inside out vs outside in ...................................................................................................................... 18
Er zijn twee verstrekpunten van een merkstrategie ..................................................................................... 18
het ecosysteem van het merk ....................................................................................................................... 19
de macro-omgeving ...................................................................................................................................... 19
een wereld van paradoxen............................................................................................................................ 20
Deel 1: het grotere plaatje/the bigger picture .................................................................................................. 21
1. Age of information and communication technology ................................................................................ 21
2. The state of the world ............................................................................................................................... 23
3. The mood of the masses ........................................................................................................................... 24
1
, deel 2: menselijke drijfveren.............................................................................................................................. 25
1. empowerment/zelfredzaamheid .............................................................................................................. 26
2. bonding/verbondenheid ........................................................................................................................... 28
3. Empowerment x bonding .......................................................................................................................... 30
deel 3: the day after tomorrow ......................................................................................................................... 31
wat nu?.......................................................................................................................................................... 33
wat drijft ons? ............................................................................................................................................... 33
4 werelden .................................................................................................................................................... 37
4. Het merk en de bedrijfsstrategie ................................................................................................................ 39
marktleider strategieën ..................................................................................................................................... 39
enkele vaststellingen ..................................................................................................................................... 43
challenger strategieën....................................................................................................................................... 44
8 credo’s for succesful challenger brands ..................................................................................................... 44
Wat hebben we geleerd? .................................................................................................................................. 48
5. merkelementen en merkarchitectuur ......................................................................................................... 49
Merkelementen ................................................................................................................................................. 49
What’s in a name?......................................................................................................................................... 49
Merkelementen maken het echte verschil (Sharp)!: .................................................................................... 58
Criteria voor de keuze van merkelementen .................................................................................................. 58
merkportfolio .................................................................................................................................................... 61
Hoofdprincipes merkportfolio....................................................................................................................... 61
Welk perspectief? ......................................................................................................................................... 63
Tendens naar ‘niches’ ................................................................................................................................... 64
merkarchitectuur............................................................................................................................................... 65
House of Brands vs. Branded House ............................................................................................................. 65
Samenvatting house of brand – light endorsement – high endorsement – branded house ........................ 69
Hybrid branding: een derde weg .................................................................................................................. 70
belangrijke tendensen ................................................................................................................................... 70
Samenvattend: hoe een merkarchitectuur ontwikkelen? ............................................................................ 73
6. DNA van een merk ..................................................................................................................................... 74
Ondernemingsfocus (intern) – visie, missie en waarden ................................................................................... 74
1. merkvisie ................................................................................................................................................... 74
2. De Missie van een merk ............................................................................................................................ 75
3. merkWaarden ........................................................................................................................................... 77
consumentenfocus (extern) – positionering, achetypes, persoonlijkheid.......................................................... 79
1. Merkpositionering ..................................................................................................................................... 79
2. Achetypes .................................................................................................................................................. 83
3. MerkPersoonlijkheid ................................................................................................................................. 84
mix: Kapferer’s merkprisma .............................................................................................................................. 86
merkmantra ...................................................................................................................................................... 89
Merkmantra’s maken het verschil ................................................................................................................ 90
Een merkmantra implenteren ....................................................................................................................... 90
2
, praktijkmodellen: brand key en morris matrix .................................................................................................. 90
Brand Key ...................................................................................................................................................... 90
morris Matrix ................................................................................................................................................ 92
7. Purpose branding ....................................................................................................................................... 97
definitie, belang vormen ................................................................................................................................... 97
Purpose van het merk ................................................................................................................................... 97
What’s in a name?......................................................................................................................................... 98
Doelgroepen .................................................................................................................................................. 99
Conceptuele modellen ................................................................................................................................ 100
Inhoudelijke insteken .................................................................................................................................. 101
dimensies van communicatie .......................................................................................................................... 102
Praktijk: Vier dimensies van communicatie ................................................................................................ 102
‘Greenwashing’ ............................................................................................................................................... 109
Purpose van het merk ................................................................................................................................. 109
The end of greenwashing? .......................................................................................................................... 110
Purpose van het merk – conclusies ............................................................................................................. 110
8. Merkuitbreidingen ................................................................................................................................... 113
Ansoff Matrix .................................................................................................................................................. 114
Strategieën voor merkuitbreidingen ............................................................................................................... 115
Voor- en nadelen ............................................................................................................................................. 116
Voordelen van merkuitbreiding .................................................................................................................. 116
Nadelen van merkuitbreiding ..................................................................................................................... 117
Falen van nieuwe merken ............................................................................................................................... 118
Redenen voor het falen van nieuwe merken .............................................................................................. 118
Gevaar van marktuitbreiding: “ego-tripping” ............................................................................................. 118
Aandachtspunten ........................................................................................................................................ 118
9. Rebranding van merken ........................................................................................................................... 120
Brand revitalisation vs. Rebranding ................................................................................................................ 120
Brand Revitalizing options ........................................................................................................................... 120
Rebranding options ..................................................................................................................................... 121
Reasons for rebranding ............................................................................................................................... 122
Rebranding strategieën ............................................................................................................................... 123
Kritische succesfactoren en Risico’s/valkuilen ............................................................................................ 126
Drie illusies .................................................................................................................................................. 127
Kritische succesfactoren.............................................................................................................................. 127
Risico’s van rebranding ............................................................................................................................... 129
Een merk is een relatie ................................................................................................................................ 130
10. Brand Equity (merkkapitaal) → Gastlezing Ritchie ................................................................................. 131
Hoe wordt de waarde van een merk bepaald? ............................................................................................... 131
Drie stromingen ............................................................................................................................................... 132
1. Consumer based brand equity (CBBE) – Keller ....................................................................................... 132
2. Market based brand equity (= merkkapitaal)– Riezebos ........................................................................ 136
3
, 3. Financial brand equity – Kapferer ........................................................................................................... 137
11. GLobal branding → gastles MCDO .......................................................................................................... 140
4 typologieën van consumenten ..................................................................................................................... 140
Verschillende demografische en culturele segmenten ............................................................................... 140
Global branding ............................................................................................................................................... 141
De gedachte achter ‘global branding’ ......................................................................................................... 141
Omstandigheden ten gunste van wereldmerken........................................................................................ 141
Culturele stereotypes .................................................................................................................................. 141
Archetypes .................................................................................................................................................. 142
Standaardisatie vs aanpassing .................................................................................................................... 142
Voordelen met mondiale marketingprogramma’s ..................................................................................... 142
Nadelen van mondiale marketingprogramma’s ......................................................................................... 143
Local branding ................................................................................................................................................. 143
Is er een Covid-19 effect? ........................................................................................................................... 144
Post-global branding (Kapferer) ...................................................................................................................... 144
Van globaal naar post-globaal ..................................................................................................................... 144
Case: Nike ........................................................................................................................................................ 147
Culturen en merken (Hofstede) ....................................................................................................................... 148
The IBM study ............................................................................................................................................. 148
Vier culturele dimensies .............................................................................................................................. 148
Rangschikking van landen (en regio's) op de 4 culturele dimensies ........................................................... 150
Wat met COVID? ......................................................................................................................................... 151
12. NGO merken........................................................................................................................................... 153
What’s in a name ............................................................................................................................................ 153
Drie historische golven ................................................................................................................................ 153
Zijn NGO’s gewoon merken zoals andere merken? JA! .............................................................................. 154
Sterke reputatie, maar ook verschillen ....................................................................................................... 156
Zijn NGO’s gewoon merken zoals andere merken? NEE! ........................................................................... 156
De cirkels van een NGO/beweging .............................................................................................................. 157
Competitief veld .............................................................................................................................................. 158
concurrentie: onderling .............................................................................................................................. 158
Kenmerken moderne bewegingen................................................................................................................... 160
stappenplan..................................................................................................................................................... 164
Stappenplan naar beweging........................................................................................................................ 164
#BONUSTIP: denk altijd positief/negatief ................................................................................................... 165
13. AGIL: hoe merken overleven op langere termijn .................................................................................... 166
Er is goed en slecht nieuws voor merken … ..................................................................................................... 166
Hoe kan je bedrijf overleven in deze disruptieve tijden? → Aanzet AGIL ........................................................ 168
AGIL ................................................................................................................................................................. 168
Adaptation .................................................................................................................................................. 169
Goal Attainment .......................................................................................................................................... 173
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