Samenvatting Edubook Branding en Positionering 2019 module 1 en 2. Voor het vak Marketing 5 in het tweede jaar van de opleiding Commerciële Economie aan de Haagse Hogeschool.
Inhoudsopgave
Module 1: Inleiding branding......................................................................................................................... 3
1 Het belang van onderscheidende merken.........................................................................................................3
1.1 Ontstaansgeschiedenis van merken..........................................................................................................3
2 Branding en positionering.................................................................................................................................3
2.1 Wat is een merk?.......................................................................................................................................3
2.1.1 Definities van merken.............................................................................................................................3
2.1.2 Verschil tussen een product en een merk..............................................................................................3
2.1.3 Het merkprofiel.......................................................................................................................................4
2.1.3.2 Breinpositie, koopgedrag en marktpositie..........................................................................................4
2.2 Wat is branding?........................................................................................................................................5
2.3 Wat is positionering?.................................................................................................................................5
2.3.1 Definities positionering...........................................................................................................................5
2.3.2 De relatie tussen positionering en branding..........................................................................................5
3 Branding, marketing & marketingcommunicatie.............................................................................................5
3.1 Organisatie-en productkenmerken...........................................................................................................5
3.2 Branding en het strategisch marketingplanningsproces...........................................................................5
3.2.1 Branding voor B2B- of b2C-merken........................................................................................................6
3.2.2 Het waardecreatiemodel van Treacy en Wiersema...............................................................................6
3.2.3 Marketingcommunicatie en corporate communicatie..........................................................................6
Module 2: Het merkprofiel: Merkidentiteit.................................................................................................... 7
1 De bouwstenen van het merk...........................................................................................................................7
2 Bullshit-radar.....................................................................................................................................................7
3 Merkgedrag en visuele merkidentiteit..............................................................................................................7
3.1 Dit is mijn organisatie................................................................................................................................8
3.1.1 Dit zijn belangrijke personen..................................................................................................................8
3.2 Dit zijn mijn producten en diensten..........................................................................................................8
3.3 Externe communicatie...............................................................................................................................8
4 Externe omgeving..............................................................................................................................................8
4.1 Op welke markt opereer ik?......................................................................................................................8
4.2 Concurrenten.............................................................................................................................................9
4.2.1 In kaart brengen van concurrenten........................................................................................................9
4.2.2 Positioneringsmatrix...............................................................................................................................9
4.3 Doelgroepen..............................................................................................................................................9
4.3.1 Van doelgroepdenken naar leefstijldenken...........................................................................................9
5 Mentale merkidentiteit...................................................................................................................................10
5.1 Historie.....................................................................................................................................................10
5.2 Visie en missie..........................................................................................................................................10
5.3 Dit zijn mijn voordelen en waarden........................................................................................................10
5.3.1 Functionele voordelen..........................................................................................................................10
5.3.2 Emotionele waarden.............................................................................................................................10
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