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Samenvatting BRANDING Andy Mosmans en Patrick van Thief $8.40
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Samenvatting BRANDING Andy Mosmans en Patrick van Thief

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  • Course
  • Brand management
  • Institution
  • Hogeschool Zuyd (HZ)
  • Book
  • Branding

Dit is een samenvatting van het boek 'BRANDING' van Andy Mosmans en Patrick van Thief. Hoofdstuk 3 t/m 18 komen aanbod. Deze samenvatting kun je gebruiken bij de minor Brand Management die gegeven wordt in jaar 3 op Hogeschool ZUYD in Sittard

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Document information

  • No
  • Hoofdstuk 3 t/m 18
  • November 5, 2024
  • 25
  • 2024/2025
  • Summary

Subjects

  • marktoriëntatie
  • merkidentiteit
  • brand key model
  • brand identity prism
  • brand id model
  • brand icons model
  • archetypen
  • brand coding canvas
  • peso model
  • pijlers van merkvoorkeur
  • iconi
  • stromingen binnen branding

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Written for

  • Hogeschool Zuyd (HZ)
  • Commerciële Economie
  • Brand management
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SAMENVATTING
BRANDING ANDY MOSMANS
EN PATRICK VAN THIEF




MINOR BRAND MANAGEMENT
November 2024 – Leerling Hogeschool ZUYD Sittard

,Inhoudsopgave

Branding ...................................................................................................................................... 3

Marktoriëntatie ............................................................................................................................ 3
Van marketing naar marketing .......................................................................................................... 3
Merkdomein ................................................................................................................................ 4
Werkdomein ................................................................................................................................ 4
Strategische Marktdriehoek ............................................................................................................. 4
....................................................................................................................................................... 5
Merkenbouwers .............................................................................................................................. 5
Iconic Moves ................................................................................................................................... 5

Stromingen binnen branding ......................................................................................................... 6
Merkpositionering............................................................................................................................ 6
Positioningstroming ......................................................................................................................... 6
SDP-model .................................................................................................................................. 6
CBBE-model ................................................................................................................................ 6
MDC-model ................................................................................................................................. 7
Peer-to-peer stroming ..................................................................................................................... 7
Social branding ............................................................................................................................ 8
Partner-stroming ............................................................................................................................. 8
Relatiemarketing.......................................................................................................................... 8
Fanstrategie ................................................................................................................................ 9
Lovemarks Model ....................................................................................................................... 10
Purpose-stroming.......................................................................................................................... 10
Human values............................................................................................................................ 10

Merkidentiteit .............................................................................................................................11
Identiteitsmixmodel....................................................................................................................... 11

Merk en Niveaus ..........................................................................................................................12
Merkportfolio model ...................................................................................................................... 12
Merkstructuren ............................................................................................................................. 12

Modellen .....................................................................................................................................13
Brand Key Model ........................................................................................................................... 14
Middeldoelketen ........................................................................................................................ 15
Brand Identity Prism ...................................................................................................................... 15
Brand ID Model ............................................................................................................................. 16
Archetypen ................................................................................................................................ 17
Brand Icons Model ........................................................................................................................ 18
Brand coding canvas Model ........................................................................................................... 18
Cause - Corporate branding & employer branding ....................................................................... 19
Culture – Internal branding ......................................................................................................... 20
Communication ......................................................................................................................... 20
Channels – PESO Model ............................................................................................................. 21
Content - Hero, Hub en Help content......................................................................................... 21

, Communities ............................................................................................................................. 21
Co-creation ............................................................................................................................... 22

Merkextensies .............................................................................................................................22

Merkvoorkeur ..............................................................................................................................23
Brand Preference Model ................................................................................................................ 23

Branding Fundament ...................................................................................................................24

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