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College aantekeningen Branding

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In dit document vind je alle lessen samengevat.

Institution
Fontys Hogeschool (Fontys)
Course
Branding

Content preview

Branding
Les 1
Wat is een merk?
Een merk is een teken (naam en/of logo) dat in staat is de waren of diensten van een
onderneming, dan wel de organisatie zelf, te onderscheiden en dat in materiële dan wel
immateriële zin een zekere betekenis heeft voor de doelgroep.

Merkelementen: een naam en een logo zijn voorbeelden van merkelementen.

“Wij maken design betaalbaar en bereikbaar voor iedereen” = Ikea
“Wij zijn specialisten van de lach want lachen maakt gezond” = Cliniclowns
“Wij organiseren de informatie van de hele wereld en maken deze universeel toegankelijk en
nuttig” = Google

Imago Lacoste:
- Succesvol
- Stijlvol
- Zelfverzekerd
- Recht door zee
- Sportief

Identiteit Lacoste:
- Kwaliteit
- Sportief
- Discreet
- Individualistisch

Imago Mac:
- Ongezond
- Goedkoop
- Slechte kwaliteit
- Voor jonge mensen
- Gemakkelijk

Identiteit
- Kwaliteit
- Gezond
- Voor het hele gezin
- Innovatief
- Gemak

Waarom zijn merken zo belangrijk?
Voor de consument:
1. Identi catie van bron van product.
2. Toewijziging van verantwoordelijkheid aan producent/ dienstverlener.
3. Reduceren van risico.
4. Makkelijker om een keuze te maken.
5. Belofte
6. Symbolisch instrument (identi catie).
7. Signaal van kwaliteit





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Institution
Fontys Hogeschool (Fontys)
Study
CE Digital Business Concepts
Course
Branding

Document information

Uploaded on
April 21, 2023
Number of pages
4
Written in
2019/2020
Type
Class notes
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Subjects

  • lessen
  • branding
  • samenvatting
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