Volledige samenvatting merkenstrategie. Gebaseerd op notities en slides. Door het studeren van de samenvatting een 15/20 kunnen behalen.
Hoofdstukken:
- Inleiding tot het merk
- de merkomgeving: markt en trends
- Het merk en de bedrijfsstrategie
- Merkelementen en merkarchitectuur
- DNA ...
,Inhoudsopgave
Inleiding tot het merk ________________________________________________________ 4
Wat is een merk ________________________________________________________________ 4
Iceberg concept ________________________________________________________________________ 4
Het merk in relatie tot zijn doelpublieken ____________________________________________________ 5
Merk als netwerk van associaties___________________________________________________________ 6
Een merk is een relatie ___________________________________________________________________ 6
Fournier’s merkrelaties __________________________________________________________________ 7
Evolutie van een merk ___________________________________________________________ 8
Identificatie ____________________________________________________________________________ 9
Voordelen van het merk __________________________________________________________________ 9
Symboliek van een merk ________________________________________________________________ 10
Ervaringen van een merk ________________________________________________________________ 11
Merk in de maatschappij ________________________________________________________________ 13
Conclusie _____________________________________________________________________________ 14
Product versus Merk____________________________________________________________ 14
5 productniveaus van betekenis __________________________________________________________ 14
Merk is meer dan een product ____________________________________________________________ 15
Alles kan een merk zijn __________________________________________________________________ 15
Waarde voor consumenten en producenten ________________________________________________ 15
Uitdagingen en kansen __________________________________________________________ 16
Uitdagingen en kansen voor branding ______________________________________________________ 16
Aandachtspunten ______________________________________________________________________ 17
De merkomgeving: merk en trends ____________________________________________ 18
Vertrekpunten van een merkstrategie______________________________________________________ 18
Een wereld van paradoxen _______________________________________________________________ 20
The bigger pricture _____________________________________________________________ 20
De 5de technologiegolf __________________________________________________________________ 21
Het bredere plaatje_____________________________________________________________________ 22
Brand new world ______________________________________________________________ 28
Trends _______________________________________________________________________________ 28
Paradigmaverschuiving __________________________________________________________________ 29
The day after tomorrow _________________________________________________________ 30
Het einde van een tijdperk (1987 – 2016) ___________________________________________________ 30
Vier werelden – 4 V’s ___________________________________________________________________ 30
Het merk en de bedrijfsstrategie ______________________________________________ 34
Marktleider strategieën _________________________________________________________ 34
Productleiderschap _____________________________________________________________________ 35
Klantenintimiteit _______________________________________________________________________ 36
operationele excellentie _________________________________________________________________ 38
, Enkele vaststellingen ___________________________________________________________________ 40
Challenger strategieën __________________________________________________________ 40
Historical challenger brands ______________________________________________________________ 40
8 credo’s voor succesvolle challenger brands ________________________________________________ 40
Merken kunnen zowel leider als challenger zijn ______________________________________________ 43
Conclusie voor markleiders ______________________________________________________________ 43
Merkelementen en merkarchitectuur __________________________________________ 44
Merkelementen _______________________________________________________________ 44
Naam ________________________________________________________________________________ 44
Domeinnamen / URL ___________________________________________________________________ 45
Logo’s en symbolen ____________________________________________________________________ 45
Merkpersonages _______________________________________________________________________ 46
Baselines _____________________________________________________________________________ 47
Jingles _______________________________________________________________________________ 48
Verpakking ___________________________________________________________________________ 48
Design _______________________________________________________________________________ 50
Criteria voor de keuze van merkelementen _________________________________________________ 50
Merkarchitectuur ______________________________________________________________ 55
House of brands VS Branded house ________________________________________________________ 58
Hybride branden: een 3de weg ____________________________________________________________ 59
Belangrijke tendensen __________________________________________________________________ 60
samenvattend: hoe een merkarchitectuur ontwikkelen ________________________________________ 62
DNA van het merk__________________________________________________________ 63
Ondernemingsfocus (intern) _____________________________________________________ 63
Visie _________________________________________________________________________________ 63
Missie _______________________________________________________________________________ 63
Merkwaarden _________________________________________________________________________ 65
Greenwashing _________________________________________________________________ 91
Purpose van het merk___________________________________________________________________ 92
Merkactivering ____________________________________________________________ 95
Activering op korte termijn ______________________________________________________ 95
Bedrijfsmerk __________________________________________________________________________ 95
Land of streek van herkomst _____________________________________________________________ 98
Distributiekanalen______________________________________________________________________ 98
Co-branding___________________________________________________________________________ 99
Ingrediëntenbranding __________________________________________________________________ 100
Licenties ____________________________________________________________________________ 100
Celebrety endorsement ________________________________________________________________ 101
Sportevenementen, culturele en andere evenementen _______________________________________ 102
Steun van de derde partij _______________________________________________________________ 103
Goede doelen ________________________________________________________________________ 103
Participatie van consumenten ___________________________________________________________ 103
Belangrijke trends op digitale kanalen _____________________________________________________ 104
Activering op lange termijn _____________________________________________________ 106
kern van het merk versterken ___________________________________________________________ 106
Merkconsistentie handhaven ____________________________________________________________ 106
Innovatie ____________________________________________________________________________ 107
Merken revitaliseren / herbronnen _______________________________________________________ 107
Merkbekendheid vergroten _____________________________________________________________ 107
Merk herpositionering _________________________________________________________________ 108
Nieuwe markt betreden ________________________________________________________________ 109
Merkportfolio aanpassen _______________________________________________________________ 110
Merken van de markt halen _____________________________________________________________ 110
Herlanceren van oude merken ___________________________________________________________ 110
Strategieën voor merkuitbreidingen (Ed Tauber) ____________________________________ 113
Voor- en nadelen van merkuitbreidingen __________________________________________ 113
Voordelen van merkuitbreiding __________________________________________________________ 114
Nadelen van merkuitbreiding ____________________________________________________________ 114
Onmiddellijke voordelen merkuitbreidingen voor een bedrijf __________________________________ 115
Slaagcijfers van nieuwe merken__________________________________________________ 115
Gevaar: Ego-tripping ___________________________________________________________________ 116
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 Jane1810. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.93. You're not tied to anything after your purchase.