SAMENVATTING
MERKENSTRATEGIE
2019 - 2020
JANE DOE
SEM 2 2020
[Bedrijfsadres]
,Inhoudsopgave
Inleiding tot het merk ________________________________________________________ 4
Wat is een merk ________________________________________________________________ 4
Iceberg concept ________________________________________________________________________ 4
Het merk in relatie tot zijn doelpublieken ____________________________________________________ 5
Merk als netwerk van associaties___________________________________________________________ 6
Een merk is een relatie ___________________________________________________________________ 6
Fournier’s merkrelaties __________________________________________________________________ 7
Evolutie van een merk ___________________________________________________________ 8
Identificatie ____________________________________________________________________________ 9
Voordelen van het merk __________________________________________________________________ 9
Symboliek van een merk ________________________________________________________________ 10
Ervaringen van een merk ________________________________________________________________ 11
Merk in de maatschappij ________________________________________________________________ 13
Conclusie _____________________________________________________________________________ 14
Product versus Merk____________________________________________________________ 14
5 productniveaus van betekenis __________________________________________________________ 14
Merk is meer dan een product ____________________________________________________________ 15
Alles kan een merk zijn __________________________________________________________________ 15
Waarde voor consumenten en producenten ________________________________________________ 15
Uitdagingen en kansen __________________________________________________________ 16
Uitdagingen en kansen voor branding ______________________________________________________ 16
Aandachtspunten ______________________________________________________________________ 17
De merkomgeving: merk en trends ____________________________________________ 18
Vertrekpunten van een merkstrategie______________________________________________________ 18
Een wereld van paradoxen _______________________________________________________________ 20
The bigger pricture _____________________________________________________________ 20
De 5de technologiegolf __________________________________________________________________ 21
Het bredere plaatje_____________________________________________________________________ 22
Human drivers_________________________________________________________________ 23
Empowerment ________________________________________________________________________ 24
Bonding ______________________________________________________________________________ 26
Empowerment + bonding ________________________________________________________________ 27
Brand new world ______________________________________________________________ 28
Trends _______________________________________________________________________________ 28
Paradigmaverschuiving __________________________________________________________________ 29
The day after tomorrow _________________________________________________________ 30
Het einde van een tijdperk (1987 – 2016) ___________________________________________________ 30
Vier werelden – 4 V’s ___________________________________________________________________ 30
Het merk en de bedrijfsstrategie ______________________________________________ 34
Marktleider strategieën _________________________________________________________ 34
Productleiderschap _____________________________________________________________________ 35
Klantenintimiteit _______________________________________________________________________ 36
operationele excellentie _________________________________________________________________ 38
, Enkele vaststellingen ___________________________________________________________________ 40
Challenger strategieën __________________________________________________________ 40
Historical challenger brands ______________________________________________________________ 40
8 credo’s voor succesvolle challenger brands ________________________________________________ 40
Merken kunnen zowel leider als challenger zijn ______________________________________________ 43
Conclusie voor markleiders ______________________________________________________________ 43
Merkelementen en merkarchitectuur __________________________________________ 44
Merkelementen _______________________________________________________________ 44
Naam ________________________________________________________________________________ 44
Domeinnamen / URL ___________________________________________________________________ 45
Logo’s en symbolen ____________________________________________________________________ 45
Merkpersonages _______________________________________________________________________ 46
Baselines _____________________________________________________________________________ 47
Jingles _______________________________________________________________________________ 48
Verpakking ___________________________________________________________________________ 48
Design _______________________________________________________________________________ 50
Criteria voor de keuze van merkelementen _________________________________________________ 50
Merkportfolio _________________________________________________________________ 53
Merkportfolio VS merkarchitectuur ________________________________________________________ 53
Hoofdprincipes merkportfolio ____________________________________________________________ 54
Merkarchitectuur ______________________________________________________________ 55
House of brands VS Branded house ________________________________________________________ 58
Hybride branden: een 3de weg ____________________________________________________________ 59
Belangrijke tendensen __________________________________________________________________ 60
samenvattend: hoe een merkarchitectuur ontwikkelen ________________________________________ 62
DNA van het merk__________________________________________________________ 63
Ondernemingsfocus (intern) _____________________________________________________ 63
Visie _________________________________________________________________________________ 63
Missie _______________________________________________________________________________ 63
Merkwaarden _________________________________________________________________________ 65
Consumentenfocus (extern) ______________________________________________________ 67
Positionering __________________________________________________________________________ 67
Archetypes ___________________________________________________________________________ 71
Persoonlijkheid ________________________________________________________________________ 72
Mix: Kapferer’s merkprisma ______________________________________________________ 73
Merkmantra __________________________________________________________________ 75
Praktijkmodellen_______________________________________________________________ 76
Brand Key Model ______________________________________________________________________ 77
Morris Matrix _________________________________________________________________________ 77
Purpose branding __________________________________________________________ 82
Definitie, belang en vormen ______________________________________________________ 82
Purpose van het merk___________________________________________________________________ 83
Doelgroepen __________________________________________________________________________ 84
Conceptuele modellen __________________________________________________________________ 85
Inhoudelijke insteken ___________________________________________________________________ 86
, Dimensies van communicatie ____________________________________________________ 87
Corporate ____________________________________________________________________________ 88
Consumer ____________________________________________________________________________ 88
Positions _____________________________________________________________________________ 89
Activism ______________________________________________________________________________ 90
Greenwashing _________________________________________________________________ 91
Purpose van het merk___________________________________________________________________ 92
Merkactivering ____________________________________________________________ 95
Activering op korte termijn ______________________________________________________ 95
Bedrijfsmerk __________________________________________________________________________ 95
Land of streek van herkomst _____________________________________________________________ 98
Distributiekanalen______________________________________________________________________ 98
Co-branding___________________________________________________________________________ 99
Ingrediëntenbranding __________________________________________________________________ 100
Licenties ____________________________________________________________________________ 100
Celebrety endorsement ________________________________________________________________ 101
Sportevenementen, culturele en andere evenementen _______________________________________ 102
Steun van de derde partij _______________________________________________________________ 103
Goede doelen ________________________________________________________________________ 103
Participatie van consumenten ___________________________________________________________ 103
Belangrijke trends op digitale kanalen _____________________________________________________ 104
Activering op lange termijn _____________________________________________________ 106
kern van het merk versterken ___________________________________________________________ 106
Merkconsistentie handhaven ____________________________________________________________ 106
Innovatie ____________________________________________________________________________ 107
Merken revitaliseren / herbronnen _______________________________________________________ 107
Merkbekendheid vergroten _____________________________________________________________ 107
Merk herpositionering _________________________________________________________________ 108
Nieuwe markt betreden ________________________________________________________________ 109
Merkportfolio aanpassen _______________________________________________________________ 110
Merken van de markt halen _____________________________________________________________ 110
Herlanceren van oude merken ___________________________________________________________ 110
Merkuitbreidingen ________________________________________________________ 111
De Ansoff Matrix ______________________________________________________________ 111
Corona crisis: 3 strategieën _____________________________________________________________ 112
Strategieën voor merkuitbreidingen (Ed Tauber) ____________________________________ 113
Voor- en nadelen van merkuitbreidingen __________________________________________ 113
Voordelen van merkuitbreiding __________________________________________________________ 114
Nadelen van merkuitbreiding ____________________________________________________________ 114
Onmiddellijke voordelen merkuitbreidingen voor een bedrijf __________________________________ 115
Slaagcijfers van nieuwe merken__________________________________________________ 115
Gevaar: Ego-tripping ___________________________________________________________________ 116
MERKENSTRATEGIE
2019 - 2020
JANE DOE
SEM 2 2020
[Bedrijfsadres]
,Inhoudsopgave
Inleiding tot het merk ________________________________________________________ 4
Wat is een merk ________________________________________________________________ 4
Iceberg concept ________________________________________________________________________ 4
Het merk in relatie tot zijn doelpublieken ____________________________________________________ 5
Merk als netwerk van associaties___________________________________________________________ 6
Een merk is een relatie ___________________________________________________________________ 6
Fournier’s merkrelaties __________________________________________________________________ 7
Evolutie van een merk ___________________________________________________________ 8
Identificatie ____________________________________________________________________________ 9
Voordelen van het merk __________________________________________________________________ 9
Symboliek van een merk ________________________________________________________________ 10
Ervaringen van een merk ________________________________________________________________ 11
Merk in de maatschappij ________________________________________________________________ 13
Conclusie _____________________________________________________________________________ 14
Product versus Merk____________________________________________________________ 14
5 productniveaus van betekenis __________________________________________________________ 14
Merk is meer dan een product ____________________________________________________________ 15
Alles kan een merk zijn __________________________________________________________________ 15
Waarde voor consumenten en producenten ________________________________________________ 15
Uitdagingen en kansen __________________________________________________________ 16
Uitdagingen en kansen voor branding ______________________________________________________ 16
Aandachtspunten ______________________________________________________________________ 17
De merkomgeving: merk en trends ____________________________________________ 18
Vertrekpunten van een merkstrategie______________________________________________________ 18
Een wereld van paradoxen _______________________________________________________________ 20
The bigger pricture _____________________________________________________________ 20
De 5de technologiegolf __________________________________________________________________ 21
Het bredere plaatje_____________________________________________________________________ 22
Human drivers_________________________________________________________________ 23
Empowerment ________________________________________________________________________ 24
Bonding ______________________________________________________________________________ 26
Empowerment + bonding ________________________________________________________________ 27
Brand new world ______________________________________________________________ 28
Trends _______________________________________________________________________________ 28
Paradigmaverschuiving __________________________________________________________________ 29
The day after tomorrow _________________________________________________________ 30
Het einde van een tijdperk (1987 – 2016) ___________________________________________________ 30
Vier werelden – 4 V’s ___________________________________________________________________ 30
Het merk en de bedrijfsstrategie ______________________________________________ 34
Marktleider strategieën _________________________________________________________ 34
Productleiderschap _____________________________________________________________________ 35
Klantenintimiteit _______________________________________________________________________ 36
operationele excellentie _________________________________________________________________ 38
, Enkele vaststellingen ___________________________________________________________________ 40
Challenger strategieën __________________________________________________________ 40
Historical challenger brands ______________________________________________________________ 40
8 credo’s voor succesvolle challenger brands ________________________________________________ 40
Merken kunnen zowel leider als challenger zijn ______________________________________________ 43
Conclusie voor markleiders ______________________________________________________________ 43
Merkelementen en merkarchitectuur __________________________________________ 44
Merkelementen _______________________________________________________________ 44
Naam ________________________________________________________________________________ 44
Domeinnamen / URL ___________________________________________________________________ 45
Logo’s en symbolen ____________________________________________________________________ 45
Merkpersonages _______________________________________________________________________ 46
Baselines _____________________________________________________________________________ 47
Jingles _______________________________________________________________________________ 48
Verpakking ___________________________________________________________________________ 48
Design _______________________________________________________________________________ 50
Criteria voor de keuze van merkelementen _________________________________________________ 50
Merkportfolio _________________________________________________________________ 53
Merkportfolio VS merkarchitectuur ________________________________________________________ 53
Hoofdprincipes merkportfolio ____________________________________________________________ 54
Merkarchitectuur ______________________________________________________________ 55
House of brands VS Branded house ________________________________________________________ 58
Hybride branden: een 3de weg ____________________________________________________________ 59
Belangrijke tendensen __________________________________________________________________ 60
samenvattend: hoe een merkarchitectuur ontwikkelen ________________________________________ 62
DNA van het merk__________________________________________________________ 63
Ondernemingsfocus (intern) _____________________________________________________ 63
Visie _________________________________________________________________________________ 63
Missie _______________________________________________________________________________ 63
Merkwaarden _________________________________________________________________________ 65
Consumentenfocus (extern) ______________________________________________________ 67
Positionering __________________________________________________________________________ 67
Archetypes ___________________________________________________________________________ 71
Persoonlijkheid ________________________________________________________________________ 72
Mix: Kapferer’s merkprisma ______________________________________________________ 73
Merkmantra __________________________________________________________________ 75
Praktijkmodellen_______________________________________________________________ 76
Brand Key Model ______________________________________________________________________ 77
Morris Matrix _________________________________________________________________________ 77
Purpose branding __________________________________________________________ 82
Definitie, belang en vormen ______________________________________________________ 82
Purpose van het merk___________________________________________________________________ 83
Doelgroepen __________________________________________________________________________ 84
Conceptuele modellen __________________________________________________________________ 85
Inhoudelijke insteken ___________________________________________________________________ 86
, Dimensies van communicatie ____________________________________________________ 87
Corporate ____________________________________________________________________________ 88
Consumer ____________________________________________________________________________ 88
Positions _____________________________________________________________________________ 89
Activism ______________________________________________________________________________ 90
Greenwashing _________________________________________________________________ 91
Purpose van het merk___________________________________________________________________ 92
Merkactivering ____________________________________________________________ 95
Activering op korte termijn ______________________________________________________ 95
Bedrijfsmerk __________________________________________________________________________ 95
Land of streek van herkomst _____________________________________________________________ 98
Distributiekanalen______________________________________________________________________ 98
Co-branding___________________________________________________________________________ 99
Ingrediëntenbranding __________________________________________________________________ 100
Licenties ____________________________________________________________________________ 100
Celebrety endorsement ________________________________________________________________ 101
Sportevenementen, culturele en andere evenementen _______________________________________ 102
Steun van de derde partij _______________________________________________________________ 103
Goede doelen ________________________________________________________________________ 103
Participatie van consumenten ___________________________________________________________ 103
Belangrijke trends op digitale kanalen _____________________________________________________ 104
Activering op lange termijn _____________________________________________________ 106
kern van het merk versterken ___________________________________________________________ 106
Merkconsistentie handhaven ____________________________________________________________ 106
Innovatie ____________________________________________________________________________ 107
Merken revitaliseren / herbronnen _______________________________________________________ 107
Merkbekendheid vergroten _____________________________________________________________ 107
Merk herpositionering _________________________________________________________________ 108
Nieuwe markt betreden ________________________________________________________________ 109
Merkportfolio aanpassen _______________________________________________________________ 110
Merken van de markt halen _____________________________________________________________ 110
Herlanceren van oude merken ___________________________________________________________ 110
Merkuitbreidingen ________________________________________________________ 111
De Ansoff Matrix ______________________________________________________________ 111
Corona crisis: 3 strategieën _____________________________________________________________ 112
Strategieën voor merkuitbreidingen (Ed Tauber) ____________________________________ 113
Voor- en nadelen van merkuitbreidingen __________________________________________ 113
Voordelen van merkuitbreiding __________________________________________________________ 114
Nadelen van merkuitbreiding ____________________________________________________________ 114
Onmiddellijke voordelen merkuitbreidingen voor een bedrijf __________________________________ 115
Slaagcijfers van nieuwe merken__________________________________________________ 115
Gevaar: Ego-tripping ___________________________________________________________________ 116
