Deze samenvatting is van het vak Branding en Conceptontwikkeling. Het is een complete samenvatting, waarmee ik het vak heb gehaald. In principe hoef je het boek niet meer te lezen als je dit document hebt, maar dat is aan jou!
,Inhoud
Hoofdstuk 1: HET MERK .......................................................................................................................... 5
1.1 De historie van het merk ......................................................................................................... 5
1.2 Definities van het merk ........................................................................................................... 6
Brand-ENERGY ................................................................................................................................. 6
1.3 Soorten merken ............................................................................................................................. 6
Onderscheidt op basis van organisatievorm: .................................................................................. 7
Dienstenmerken en Personal Brands: ............................................................................................. 7
Onderscheidt op basis van gebruikersgroep: .................................................................................. 7
Onderscheidt op basis van geografisch gebied: .............................................................................. 7
Onderscheidt op basis van betrokkenheid, functionaliteit en expressiviteit:................................. 7
1.4 Functies van het merk ................................................................................................................... 8
Functies van het merk voor: ............................................................................................................ 8
1.5 Merkpersoonlijkheid en merkidentiteit ........................................................................................ 9
Merkidentiteit ................................................................................................................................. 9
Merkpersoonlijkheid ....................................................................................................................... 9
1.6 Begrippen rond het merk .............................................................................................................. 9
Beeldmerk versus merkbeeld .......................................................................................................... 9
Merkpositionering versus merkimago ............................................................................................ 9
Merkassociaties versus merkwaarde versus merkmeerwaarde ..................................................... 9
Merksaillantie ................................................................................................................................ 10
Experience Marketing en imagineering ........................................................................................ 10
1.7 Concept Brands ........................................................................................................................... 10
Hoofdstuk 2: BRAND DESIGN ................................................................................................................ 11
2.1 De wondere wereld van design ................................................................................................... 11
2.2 Wat is Brand Design?................................................................................................................... 11
1. Het vormen van merken........................................................................................................ 11
2. Het vormgeven van merken .................................................................................................. 11
Brand Design en Brand Activation................................................................................................. 11
2.3 Het Brand Design-model ............................................................................................................. 12
Het merkinnerlijk ........................................................................................................................... 12
Het merkuiterlijk............................................................................................................................ 12
Merkgedrag ................................................................................................................................... 13
2.4 De merk-wijzer ............................................................................................................................ 13
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, 2.5 Functies van Brand Design .......................................................................................................... 14
2.6 Het Brand Design-proces ............................................................................................................. 15
2.7 Brand Design in de onderneming ................................................................................................ 16
Brand Design als lijnfunctie (in commercie) .................................................................................. 16
Brand Design als staffunctie (van directie).................................................................................... 17
Brand Design in lijn en staf ............................................................................................................ 17
Brand Design Management ........................................................................................................... 18
Strategisch Brand Design Management ........................................................................................ 18
Operationeel Brand Design Management..................................................................................... 18
....................................................................................................................................................... 18
2.8 Brand Activation & Experience Marketing .................................................................................. 19
Hoofdstuk 3: MERKINNERLIJK ............................................................................................................... 22
3.1 Merkvisie ..................................................................................................................................... 22
3.2 Merkmissie .................................................................................................................................. 22
3.3 Merkwaarden .............................................................................................................................. 22
3.4 Gewenste merkpersoonlijkheid .................................................................................................. 24
3.5 Merkbelofte ................................................................................................................................. 24
3.6 Merk-kernconcept ....................................................................................................................... 25
Hoofdstuk 4: MERKUITERLIJK ................................................................................................................ 25
4.1 Zintuigelijke typering ................................................................................................................... 25
Zien ................................................................................................................................................ 25
Voelen............................................................................................................................................ 25
Horen ............................................................................................................................................. 26
Proeven.......................................................................................................................................... 26
Ruiken ............................................................................................................................................ 26
4.2 De taal van het merk ................................................................................................................... 26
4.3 Merkiconen ................................................................................................................................. 26
Hoofdstuk 5: MERKGEDRAG .................................................................................................................. 27
5.1 Producten en diensten ................................................................................................................ 27
New product development ........................................................................................................... 27
Verpakkingen ................................................................................................................................. 27
5.2 Externe communicatie ................................................................................................................ 28
Communicatiedoelstellingen ......................................................................................................... 28
Nieuwe media................................................................................................................................ 28
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