MERKPOSITIONERING samenvatting HSL jaar 2 24/25 Branding & Contentmarketing
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Course
Branding en Contentmarketing (CE2FVL2_TS)
Institution
Hogeschool Leiden (HSL)
De meest complete tentamensamenvatting van het boek MERKPOSITIONERING van Alsem & Kostelijk. Gemaakt in studiejaar 2 24/25 HSL.
Inclusief figuren die in het boek voorkomen.
Behandeld de hoofdstukken:
H1: geheel
H2: §1, 3
H3: geheel
H4: §1 ,2, 6, 7
H5: §1, 2, 3, 7
H6: §1, 2, 3, 6
H8: ...
,Inhoudsopgave
HOOFDSTUK 1 BELANG VAN POSITIONERING...................................................4
1.1 EEN INLEIDING OP HET BEGRIP POSITIONERING....................................................................4
1.2 BELANG VAN POSITIONERING IN DE PRAKTIJK.......................................................................4
1.3 BELANG VAN POSITIONERING VOLGENS DE THEORIE..............................................................5
1.3.1 Wanneer is een merk sterk?..............................................................................5
1.3.2 Merkassociaties................................................................................................. 5
1.3.3 Studies Sharp en het belang van positionering.................................................6
1.3.5 Belang van positionering – conclusie.................................................................6
HOOFDSTUK 2 KERN VAN POSITIONEREN........................................................7
2.1 HET BEGRIP POSITIONERING............................................................................................ 7
2.1.1 Definitie van positioneren.................................................................................7
2.1.3 Eisen aan positionering.....................................................................................7
2.3 HET POSITIONERINGSPROCES........................................................................................... 7
2.3.1 Bouwstenen voor het formuleren van een merkpositionering...........................7
HOOFDSTUK 3 BEHOEFTEN EN WAARDEN........................................................9
3.1 EEN INLEIDING OP HET BEGRIP BEHOEFTE...........................................................................9
3.2 SEGMENTATIE............................................................................................................... 9
3.3 VERVULLING VAN BEHOEFTEN: DE MIDDEL-DOELKETEN........................................................10
3.3.1 Behoeften........................................................................................................ 10
3.3.2 De middel-doelketen.......................................................................................10
3.4 BENEFITS.................................................................................................................. 11
3.5 KLANTWAARDEN......................................................................................................... 12
3.5.1 Waarden in de psychologie.............................................................................12
3.5.2 Het Value Compass: het waardensysteem van de consument........................13
HOOFDSTUK 4 MERKIMAGO..........................................................................15
4.1 EEN INLEIDING OP DE BEGRIPPEN MINDSHARE EN HEARTSHARE.............................................15
4.2 IMAGO: MINDSHARE EN HEARTSHARE...............................................................................15
4.2.1 Mindshare: opname in de evoked set..............................................................15
4.2.2 Heartshare: sterke, relevante en unieke merkassociaties...............................16
4.2.3 Een sterk merk heeft mindshare en heartshare..............................................16
4.6 MERKVOORKEUR: HET RESULTAAT VAN MINDSHARE EN HEARTSHARE......................................17
4.6.1 Brand effect.................................................................................................... 17
4.6.2 Brand love....................................................................................................... 17
4.6.3 Brand community............................................................................................ 17
4.6.4 Brand engagement.......................................................................................... 17
4.7 MERKGEDRAG............................................................................................................ 17
4.7.1 Koopintentie.................................................................................................... 17
4.7.2 Klantambassadeurschap.................................................................................17
HOOFDSTUK 5 MERKIDENTITEIT....................................................................19
5.1 EEN INLEIDING OP HET BEGRIP MERKIDENTITEIT.................................................................19
5.2 IDENTITEIT EN IMAGO................................................................................................... 19
5.2.1 Het identiteitsmodel van Birkigt en Stadler.....................................................19
5.2.2 Typen identiteit volgens Balmer en Greyser....................................................20
5.2.3 Meten van de merkidentiteit...........................................................................21
HOOFDSTUK 6 POSITIONERING: MINDSHARE EN HEARTSHARE.......................23
6.1 EEN INLEIDING OP DE KEUZE VAN EEN POSITIONERINGSSTRATEGIE.........................................23
6.2 ATTITUDEVORMING EN POSITIONERINGSDOELSTELLINGEN.....................................................23
6.3 POSITIONERING: HEARTSHARE OF MINDSHARE?.................................................................24
6.6 FORMULEREN VAN DE POSITIONERING..............................................................................24
6.6.1 Positioneringsstatement..................................................................................24
6.6.2 Brand Key-model............................................................................................. 24
6.6.3 Brand story...................................................................................................... 25
6.6.4 De Golden Circle.............................................................................................. 25
HOOFDSTUK 8 POSITIONERING EN MERKARCHITECTUUR................................26
8.1 EEN INLEIDING OP HET BEGRIP MERKARCHITECTUUR...........................................................26
8.2 MERKNIVEAUS............................................................................................................ 26
8.2.1 Extensies......................................................................................................... 26
8.2.2 Niveaus van merken en merknamen...............................................................27
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