Dit document bevat een complete samenvatting van het boek Positioneren van Riezebos & van der Grinten. De samenvatting is beknopt en bevat alle belangrijke details, inclusief tabellen. Ik werk met bulletpoints, pijltjes en vetgedrukte begrippen, om de theorie overzichtelijk te maken.
Samenvatting Merkpositionering
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Hoofdstuk 1: Inleiding............................................................................................................................3
Hoofdstuk 1: Inleiding............................................................................................................................3
1.1 Waarom positioneren?.................................................................................................................3
1.1 Waarom positioneren?.................................................................................................................3
1.2 Van product, dienst en organisatie naar merk..............................................................................3
1.2 Van product, dienst en organisatie naar merk..............................................................................3
1.3 Wat is positioneren?.....................................................................................................................4
1.3 Wat is positioneren?.....................................................................................................................4
1.4 Stappenplan..................................................................................................................................4
1.4 Stappenplan..................................................................................................................................4
Hoofdstuk 2: (stap 1) Organisatie-identiteit...........................................................................................5
Hoofdstuk 2: (stap 1) Organisatie-identiteit...........................................................................................5
2.1 Inleiding........................................................................................................................................5
2.1 Inleiding........................................................................................................................................5
2.2 Historie.........................................................................................................................................5
2.2 Historie.........................................................................................................................................5
2.3 Bedrijfsoriëntatie..........................................................................................................................5
2.3 Bedrijfsoriëntatie..........................................................................................................................5
2.4 Kerncompetenties........................................................................................................................6
2.4 Kerncompetenties........................................................................................................................6
2.5 Visie & missie................................................................................................................................6
2.5 Visie & missie................................................................................................................................6
2.6 Organisatiecultuur........................................................................................................................6
2.6 Organisatiecultuur........................................................................................................................6
2.7 Organisatiewaarden.....................................................................................................................7
2.7 Organisatiewaarden.....................................................................................................................7
2.8 Merkgerichtheid...........................................................................................................................7
2.8 Merkgerichtheid...........................................................................................................................7
Hoofdstuk 3: (stap 2) Merkarchitectuur.................................................................................................8
Hoofdstuk 3: (stap 2) Merkarchitectuur.................................................................................................8
3.1 Drie onderwerpen van merkarchitectuur.....................................................................................8
3.1 Drie onderwerpen van merkarchitectuur.....................................................................................8
, 3.2 Merknaamstrategie......................................................................................................................9
3.2 Merknaamstrategie......................................................................................................................9
3.3 Merkenportfolio.........................................................................................................................10
3.3 Merkenportfolio.........................................................................................................................10
3.4 Subbranding................................................................................................................................11
3.4 Subbranding................................................................................................................................11
Hoofdstuk 4: (stap 3) Analyse van de doelgroep..................................................................................12
Hoofdstuk 4: (stap 3) Analyse van de doelgroep..................................................................................12
4.1 Breinmanagement......................................................................................................................12
4.1 Breinmanagement......................................................................................................................12
4.1.1 Relatie merk & product/dienstcategorie.............................................................................12
4.1.1 Relatie merk & product/dienstcategorie.............................................................................12
4.1.2 Relatie merk & attributen....................................................................................................12
4.1.2 Relatie merk & attributen....................................................................................................12
4.1.3 Relatie merk & waarden......................................................................................................13
4.1.3 Relatie merk & waarden......................................................................................................13
4.2 Betekenisstructuuranalyse.........................................................................................................13
4.2 Betekenisstructuuranalyse.........................................................................................................13
4.2.1 Doelgroepkeuze...................................................................................................................13
4.2.1 Doelgroepkeuze...................................................................................................................13
4.2.2 Betekenisladders.................................................................................................................14
4.2.2 Betekenisladders.................................................................................................................14
4.2.3 Laddering.............................................................................................................................14
4.2.3 Laddering.............................................................................................................................14
Hoofdstuk 5: (stap 4) Analyse van concurrenten..................................................................................15
Hoofdstuk 5: (stap 4) Analyse van concurrenten..................................................................................15
5.1 Concurrenten identificeren en kiezen.........................................................................................15
5.1 Concurrenten identificeren en kiezen.........................................................................................15
5.2 Positioneringsgrondslagen..........................................................................................................16
5.2 Positioneringsgrondslagen..........................................................................................................16
5.3 Marktverkenning in termen van positioneringen.......................................................................17
5.3 Marktverkenning in termen van positioneringen.......................................................................17
Hoofdstuk 6: (stap 5) Het kiezen van een positionering.......................................................................18
Hoofdstuk 6: (stap 5) Het kiezen van een positionering.......................................................................18
6.1 Aanleiding voor een nieuwe positionering.................................................................................18
6.1 Aanleiding voor een nieuwe positionering.................................................................................18
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, 6.2 Positioneringskeuze....................................................................................................................19
6.2 Positioneringskeuze....................................................................................................................19
6.2.1 Een betekenisladder kiezen.................................................................................................19
6.2.1 Een betekenisladder kiezen.................................................................................................19
6.2.2 Waarden, betekenissen/consequenties en attributen kiezen..............................................19
6.2.2 Waarden, betekenissen/consequenties en attributen kiezen..............................................19
6.2.2 Het invullen van een Brand-Positioning Sheet (BPS)............................................................20
6.2.2 Het invullen van een Brand-Positioning Sheet (BPS)............................................................20
6.3 Profileren....................................................................................................................................20
6.3 Profileren....................................................................................................................................20
6.3.1 Manifestatie.........................................................................................................................20
6.3.1 Manifestatie.........................................................................................................................20
6.3.2 Communicatie......................................................................................................................21
6.3.2 Communicatie......................................................................................................................21
6.3.3 Visualisatie...........................................................................................................................23
6.3.3 Visualisatie...........................................................................................................................23
6.4 Slotoverwegingen.......................................................................................................................23
6.4 Slotoverwegingen.......................................................................................................................23
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