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Marketing 1: Guest lecture 4
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Dit is de samenvatting van de 4e guest lecture van marketing 1 voor TEW bedrijfskunde, SEW en HI
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Yousra AmachtihGUEST LECTURE 4 16/12/2022
Brands as a positive source for change - UBA
Luc suykens
UBA (unie van Belgische Adverteerders) , BY and FOR brands
• Represent: selfregulation, measurement,…
• Facimitate : UBA Academy, Expert Community
• Inspire : UBA trendsday, UBA mediadate
• Connect : UBA christmass luch, executive Forum, Global Mktg week, DMEXCO, …
Revenue growth : + 12%
• Mid- size advertisers
• Media expertise members
370 members
7200 marketers
1050 brands
1. How a brand is built over time?
Brand valuations for Best Brand Builders
‘brand value’ = step 1 financial performance x step 2 : equity contribution x step 3 : brand potential
ideal Brand creation
Brand fundamentals
Brand leadership
Brand engagement
Best brand builders are built on ideals
Apple – ‘think different’ apple wants to be different. They want their own system.
Moet & chandon – ‘Be Fabulous’
Red bull – ‘gives you wings’
What is your one-word equity of the university of Antwerp? Future, diversity, knowledge, well-being,
sustainability,…
Brand equity = performance + emotion
Hoofd + hart
A strong brand doesn’t only talk to the brain , it also talks to the hart. You got to have both to have a
strong brand.
1
, Yousra Amachtih
GUEST LECTURE 4 16/12/2022
2. The Belgian media scene
Purchase Funnel
awareness Market potential
interest suspects
Number of
prospective prospects
desire
purchasers
action customers
Als je alleen op de onderste deel gaat concentreren dan ga je er niet geraken. You are than not
building an emotion.
Broad reach media= media that reach many poeple. You need to be top of mind. Vb haed &
shoulders zijn op brad reach media.
Brand Building
Branding is the act of creating a visual shortcut in peoples’ minds that ties back to what your
company does for them. A brand is the whole package of your business. Branding is the process of
putting all the essential elements of that package together. It’s an emotion (brand) versus a tool
(branding).
Sales Activation
Sales activation focuses on generating sales. It’s when a customer is in the decision-making stage
and they decide to make a purchase. Brand Building and Marketing is often how a customer arrives
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