B®ANDEX2011™

session 3creating brand value

1 week ago

• branding events, music & entertainment

• ‘merkmeerwaarde’

• 6 reasons why we should brand

• the ‘red’ case

customer-based brand equity

CBBE

Merkmeerwaarde bekeken vanuit consument

Kracht v/h merk: wat heeft de consument:

geleerd

gevoeld

gezien

gehoord

customer-based brand equity

1. Onderscheidend effect

2. Merkkennis

3. Reactie van consumenten op marketing

brand knowledge (merkkennis)

• Consists of: – 1) brand awareness– 2) brand image

• The associative network memory model

http://www.beneluxmerkenbureau.nl/

1. brand awareness (merkbekendheid)

• Consists of: – 1) brand recognition (merk herkenning)– 2) brand recollection (merk herinnering)

• Advantages:– Influences the strength of associations– Better chance to be part of consideration set– Better chance to become the chosen brand

2. brand image (merkimago)

• Creating strong, positive and unique associations

• Which depends upon:– Personal relevance– Uniqueness– Consistency– Credibility

building a strong brand

1. Brand awareness (identity): Who are you?

2. Brand knowledge: What are you?

3. Brand response: What I think of you?

4. Brand relationship: What about us?

brand salience(merksaillantie / opmerkelijkheid)

“Breedte en diepte

kennis van het merk”

brand image• Gebruikersprofiel (hoe ziet de merkgebruiker eruit?)

– O.a geslacht, leeftijd, afkomst, inkomen, carrière, politieke voorkeur, sociale komaf

• Aanschaf/gebruiksituaties (wanneer kan ik het merk kopen?)– O.a verkoopkanaal, moment van gebruik

• Persoonlijkheid/waarden (wat is het merkkarakter?)– O.a oprechtheid, opwindend, bekwaamheid, mondaniteit,

ruigheid

• Geschiedenis, nalatenschap en erfgoed (wat is het verleden van het merk?)– O.a. ervaringen, herinneringen, gebeurtenissen

Brand design vs. Brand building

ProductBrand

Identity

Brand

Design

Brand

Building

Brand

Relations

Core Target Creation Building Result

Brand design

design

design

“ …design the process of seeking to optimize consumer satisfaction and company profitability through the

creative use of major design elements (performance, quality, durability,

appearance and cost)

in connection with products, environments, information and

corporate identity…”

what is brand design?

“…brand design is the creation and the visualization of

brands..”

source: Brand design,

voor beleid in merkidentiteit

Ruud Boer

Functions of brand design

1. Creating difference

2. Creating extra value

3. Communicating promises

4. Creating awareness

5. Creating recognition

6. Communicating basic information

7. Fulfulling other functions• For example ‘Living the brand’

the inner side:A. creation of brands(vormen van merken)

the outer side:B. visualisation of brands(vormgeven van merken)

A. the creation of a brand (inner side)

• establishing brand DNA (genetisch)

• establishing brand soul (karakter)

A. the creation of a brand (inner side)

1. Brand vision• What does the market look like in 5-10 years? What

position does the brand have?

2. Brand mission• What do we have to do to make our vision come true?

3. Brand values• What is unique for our brand?

4. Brand personality• How can we describe our brand as it were a person? How

can we describe our brand different to other brands

5. Brand promise• What is the most important promise we have towards the

target group

6. Brand core-concept• What is the core of the brand, what is reason the brand

exists?

1. Sight• Which visual aspects make our brand unique?

2. Touch• Which physical aspects make our brand unique?

3. Hear• Which audible aspects make our brand unique?

4. Taste• Which taste makes our brand unique?

5. Smell• Which smell makes our brand unique?

6. Language• Which language does the brand talk?

7. People• Which persons or characters are related to the brand?

B. the visualization of a brand (outer side)

• Visualisation through:– Logo– Colours– Fonts– Text– Shape– Material– Lay-out– Visuals (photos, icons, illustrations)

B. the visualization of a brand (outer side)

SightWhich visual aspects make

our brand unique?

TouchWhich physical aspects make

our brand unique?

HearWhich audible aspects make

our brand unique?

TasteWhich taste makes our brand

unique?

SmellWhich smell makes our brand

unique?

LanguageWhich language does the

brand talk?

PeopleWhich persons or characters

are related to the brand?

the inner side:A. creation of brands

mental brand identity(mentale merk identiteit)

the outer side:B. visualisation of brands

visual brand identity(visuele merkidentiteit)

a case: starbucks

questions? /comments

thank you!