Brandingens mange perspektiver

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Brandingens mange perspektiver

• KEA
• Mogens Bjerre, CBS
• 22. marts 2012

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Temaer, der berøres...

• Introduktion til et par begreber
• De 7 tilgange til hvad branding er
• Economic
• Identity
• Consumer based
• Personality
• Relationship
• Community
• Cultural
• Case Danisco og egen virksomhed

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Hvorfor branding?
In an increasingly crowded marketplace, fools
will compete on price. Winners will find a way to
create lasting value in the customers mind.
Tom Peters, 1995
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Identitet vs. image

• Identitet
• Måden hvorpå virksomheden gerne vil opfattes af
  andre,
• Gælder både virksomheden, dens produkter og/eller
  services
• Afsender defineret

• Image
• Måden hvorpå andre ser virksomheden, dens
  produkter og/eller services
• Modtager defineret

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De 7 Brand Approaches, er et forsøg på at give et
overblik over brandingbegrebets udviklign over
tid

• Brand management lærerbog
• Tilde Heding, Charlotte Knudtzen
• Mogens Bjerre
• Routledge (UK)
• December 2008
• En helt ny, paradigmebaseret
• analyse af branding litteraturen

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'Without question, branding is a complex
management area that deserves study from a
variety of different perspectives and academic
traditions. By providing a multi-disciplinary
approach, this textbook provides a welcome and
invaluable resource for thoughtful students,
scholars, and practitioners who want to fully
understand branding and brand management.' Kevin
Lane Keller, Tuck School of Business at
Dartmouth, USA 'At last a book that cuts through
the clutter about understanding brand and so
clearly clarifies the brand concept. A book that
superbly bridges the academic domain and enables
practitioners use it to build brand
equity.' Leslie de Chernatony, Birmingham
University Business School, UK 'We think this is
an excellent treatment of our topic. Thorough and
complete, yet concise and very readable. We love
the design and structure, both with regards to
the seven approaches, as well as to the four
layers within each approach.' Albert M. Muniz,
Jr., DePaul University Thomas C. OGuinn,
University of Wisconsin, USA
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The Economic Approach Den økonomiske/rationelle
tilgang
Time of origin Before 1985
Key reading Wernerfelt, B. (1988) Umbrella Branding as a Signal of New Product Quality RAND Journal of Economics Kirmani, A. and Rao, Q. Lu (2000) No Pain No Gain A Critical Review of the Literature on Signaling Unobservable Product Quality, Journal of Marketing Research
Key words The 4 Ps, ad research
Brand perspective Functional
Consumer perspective Economic Man
Scientific tradition Positivism/empiricism
Methods Scanner data, laboratory settings, quantitative data
Brand value creation Marketer Consumer
Managerial keyword Control
Supporting themes Traditional marketing, the four Ps
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Brand Equity brandets værdi
Brand Equity
Perceived Quality Kundernes oplevelse
af pris/kvalitet. Også afgørende for
partneres ønske om at samarbejde
Associations De bevidste og ubevidste koblinger
som kunder og andre laver ved mødet med brandet
Other Assets Hvad kan brandet i øvrigt bruges
til
Awareness Kendskab er forudsætningen for
salg. Men det er afgørende at være kendt for
noget
Loyalty Kundernes gentagne køb sænker behovet
for styret kommunikation
Aaker, 1996
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The Identity Approach,Brandet som
identitetsplatform
Time of origin Mid 1990s
Key reading Balmer, J. (1995) Corporate Branding and Connoisseurship, Journal of General Management Hatch, M.J. and Schultz, M. (1997) Relations between Organizational Culture, Identity and Image, European Journal of Marketing
Key words Corporate branding, organizational values, identity
Brand perspective Corporate
Consumer perspective Stakeholder
Scientific tradition Socio economic constructivism/ interpretivism
Methods Action research, organizational symbolic identity development, organizational values
Brand value creation Marketer Consumer
Managerial keyword Monologue
Supporting themes Organizational culture behaviour, and values, corporate communication
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Brand Identity System
Brand Identitet
Udvidet Kerne
Brand som Organisation
Brand som Person
Brand som Symbol
Brand som Produkt
Troværdighed Støtte til andre brands
Value Proposition Funktionelle psykologiske
selv-i-scene-sættende benefits
Brand-Kunde relation
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The Consumer-based Approach,Forbrugerbaseret
brand equity
Time of origin 1993
Key reading Keller, K. L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing
Key words Customer-based brand equity, brand image, brand associations
Brand perspective Consumer-based
Consumer perspective Computer
Scientific tradition Cognitive psychology
Methods Cognitively based association maps
Brand value creation Marketer Consumer
Managerial keyword Listening
Supporting themes Brand image, brand equity, the information-processing consumer
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The Brand Value Chain, et bud på
værdiskabelsesprocessen koblet til branding
Værdi Stadier
Marketing program investering
Kunde mindset
Markeds- præstationer
Shareholder value

• Aktie pris
• P/E ratio
• Market cap

• Awareness
• Associations
• Attituder
• Relation
• Handlinger

• Pris præmie
• Pris elasticitet
• Markedsandel
• Omkostningsmønster
• Profitabilitet

• Produkt
• Place
• Price
• People
• Andet

Markeds- betingelser
Forstærkere
Program kvalitet
Kapital til rådighed

• Klarhed
• Relevans
• Distinctiveness
• Konsistens

Keller, 2003

• Markedsdynamik
• Vækst potentiale
• Risiko profil
• Brandets bidrag

• Konkurrentreaktioner
• Kanal støtte
• Kunde størrelse og profil

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The Personality Approach,Brand personlighed
Time of origin 1997
Key reading Aaker, J. L. (1997), Dimensions of Brand Personality, Journal of Marketing Research, Vol. XXXIV (August), pp. 347- 356
Key words The Big 5 of brand personality, archetypes, animism
Brand perspective Human
Consumer perspective Psychological
Scientific tradition Human personality psychology
Methods Quantitative and qualitative methods adopted from human psychology research
Brand value creation Marketer Consumer
Managerial keyword Dialogue
Supporting themes Relationship marketing, human relationship theory
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Det klassiske løfte
1 brand 1 produkt 1 løfte
Hvorfor?
For hvem?
Hvornår?
I forhold til?
Kapferer, 1997
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The Relational Approach,Det relationsbaserede
brand
Time of origin 1998
Key reading Fournier, S. M. (1998), Consumers and Their Brands Developing Relationship Theory in Consumer Research, Journal of Consumer Research
Key words Dyadic brand-consumer relationship, Brand relationship quality
Brand perspective Human
Consumer perspective Existential being
Scientific tradition Existentialism, phenomenology
Methods Depth interviews, life story method
Brand value creation Marketer Consumer
Managerial keyword Dialogue
Supporting themes Relationship marketing, human relationship theory
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The Community Approach,Brandet som deltager i
community
Time of origin 2001
Key reading Muñiz Jr,. A. M. OGuinn, T. C. (2001), Brand Community, Journal of Consumer Research
Key words Brand communities, brandfests, the Brand Triad, the Internet
Brand perspective Social
Consumer perspective Tribe member
Scientific tradition Anthropology, micro perspective
Methods Ethnography, netnography
Brand value creation Marketer Consumer Consumer
Managerial keyword Discretion
Supporting themes Community theory, subcultures of consumption
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The Cultural Approach, Brandet indlejret i
samfundet
Time of origin Around 2000
Key reading Holt, D. B. (2002), Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, Journal of Consumer Research
Key words Globalization, popular culture, brand icons, No Logo
Brand perspective Cultural
Consumer perspective Homo Mercans
Scientific tradition Cultural studies
Methods Macrolevel analysis on microlevel data
Brand value creation Marketer Culture Consumer
Managerial keyword Bird perspective
Supporting themes Cultural consumption, No Logo, the citizen-brand prospect
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Identitet vs. image

• Identitet
• Måden hvorpå virksomheden gerne vil opfattes af
  andre,
• Gælder både virksomheden, dens produkter og/eller
  services
• Afsender defineret
• Economic
• Identity

• Image
• Måden hvorpå andre ser virksomheden, dens
  produkter og/eller services
• Modtager defineret
• Consumer based
• Personality
• Relationship
• Community
• Cultural

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En note fremad.

• Vi kan genkende udviklingen i branding i
  marketing generelt
• Vi kan genkende udviklingen i marketing i
  strategi
• Og flere teoretiske discipliner smelter sammen
  logistik, supply chain management, marketing,
  human resource managenent, og