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Literatuuronderzoek branding in de retail
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Als onderdeel van het studiethema 'Branding en Communication' is er een literatuuronderzoek gedaan naar onderwerpen in het kader van branding in de retail.
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InhoudInleiding................................................................................................................................................... 2
Methodologie ......................................................................................................................................... 3
Definitie van branding ............................................................................................................................ 4
Vormen van branding ............................................................................................................................. 4
Merkidentiteit en merkimago ................................................................................................................ 5
Brand design-model ............................................................................................................................ 5
Merkassociaties ...................................................................................................................................... 6
Merkbewaking ........................................................................................................................................ 7
Driehoeksverhouding voor de merkbewaking .................................................................................... 7
Merkpositionering .................................................................................................................................. 8
Waardestrategieën van Treacy & Wiersema ...................................................................................... 8
Belang van branding ............................................................................................................................... 9
Trends en ontwikkelingen in branding ................................................................................................ 10
Offline branding .................................................................................................................................... 11
Merkbeleving..................................................................................................................................... 11
Customer-journey ................................................................................................................................. 12
Evaluatie................................................................................................................................................ 14
Bibliografie ............................................................................................................................................ 15
1
, Inleiding
Dit thema staat in het teken van branding. Branding is een breed begrip met veel verschillende
factoren. In dit literatuuronderzoek worden diverse factoren hiervan onderzocht met behulp van
diverse bronnen, waaronder; literatuur, vakbladen en websites. Dit om tot een samenhangend rapport
te komen die het vraagstuk met het thema branding kan beïnvloeden/verbeteren. In de methodologie
wordt beschreven hoe de methode van onderzoek is uitgevoerd.
Om de diverse factoren van branding te onderzoeken, zijn er een aantal onderzoeksvragen opgesteld:
• Wat is branding?
• Welke vormen van branding bestaan er?
• Wat is het verschil tussen merkidentiteit en merkimago?
• Hoe zorg je ervoor dat de consument de missie en visie associëren met de organisatie?
• Hoe ‘bewaak’ je je merk?
• Hoe zorg je ervoor dat de consument het merk herkent?
• Wat is het belang van branding?
• Welke trends en ontwikkelingen zijn er met betrekking tot branding?
• Wat is de functie van offline branding?
• Hoe werkt de customer-journey op gebied van offline en online branding?
2
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