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Klantwaarde creëren_HF3
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Klantwaarde creërenHoofdstuk 3: merkensoorten en private labels
1. Fabrikantenmerken VS private labels
1.1. Merken = brands
Definitie merk:
“A brand is a name, term, sign, symbol or a combination of them, intended to
define the goods or services of one seller or a group of sellers to differentiate them
from those of competitors.” (Kotler & Armstrong, 1980).
Merk:
Rationele en tastbare dimensie.
Symbolische, emotionele en ontastbare dimensie.
Set van visuele en/of verbale tekens.
Merknaam: deel van het merk dat kan worden uitgesproken.
Merkteken: symbool, design.
1.2. Goede merken
Makkelijk te onthouden
Betekenisvol
Aantrekkelijk, esthetisch
Onverdraagbaar naar andere productcategorieën en culturen
Sterke merken: BIC, Mr.Proper, Zwitsal
Zeer sterke merken = categorienaam, Pampers, Kleenex, Pritt
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