Inhoudsopgave
Lecture 1 – Branding (introduction to branding) ............................................................................ 5
Elements of value pyramid .................................................................................................................. 5
Product categories: ............................................................................................................................. 5
5 levels of product meaning: ............................................................................................................... 5
Roles brands play to consumers.......................................................................................................... 5
Brand relationship model .................................................................................................................... 6
Brand attributes/assets: ...................................................................................................................... 6
Consumer-Psychology brand model ................................................................................................... 7
Brands reduce product decision risk ................................................................................................... 7
External role brands fulfil for manufacturers:..................................................................................... 8
Internal role brands fulfil for manufacturers: ..................................................................................... 8
Consumer loyalty (+drivers) ................................................................................................................ 9
Brand loyalty eras/lifecycle ............................................................................................................... 10
Structural threats to A-brands .......................................................................................................... 10
Important to online shoppers ........................................................................................................... 10
Why do consumers break up with brands: ....................................................................................... 11
Reasons for trying a new brand: ....................................................................................................... 11
Lecture 2 – Branding (brand equity and brand positioning) .......................................................... 11
Hierarchy of effects ........................................................................................................................... 11
Conceptualized brand equity model + Current & hypothesizes empirical brand equity model .... 12
Brands in the customer’s mind ......................................................................................................... 12
Secondary sources of brand knowledge ........................................................................................... 12
Brand equity ...................................................................................................................................... 13
Brand awareness ............................................................................................................................... 13
Differences brand recognition and brand recall ............................................................................... 14
The relationships with brand awareness .......................................................................................... 14
Brand image and brand associations ................................................................................................ 14
Brand attributes and brand benefits ................................................................................................. 15
Summary of brand knowledge .......................................................................................................... 15
Brand resonance model = brand equity pyramid.............................................................................. 15
Brand salience measurement ............................................................................................................ 15
Brand performance measurement .................................................................................................... 16
Brand imagery measurement ............................................................................................................ 16
Brand judgements measurement...................................................................................................... 16
, Brand (customers) feelings measurement ........................................................................................ 17
Brand resonance measurement ........................................................................................................ 17
Brand value chain .............................................................................................................................. 17
Brand equity vs customer equity ...................................................................................................... 17
Customer lifetime value – calculation ............................................................................................... 18
Market lifecycle model ...................................................................................................................... 18
Hyper competition: ........................................................................................................................... 18
Boston consultancy portfolio analysis ............................................................................................... 19
Competitive advantage ..................................................................................................................... 19
Angles of competition ....................................................................................................................... 20
Points-of-difference POD and points-of-parity (POP) ....................................................................... 20
Brand positioning model ................................................................................................................... 21
Lecture 3 – Branding (brand design and brand building) .............................................................. 21
Archetype .......................................................................................................................................... 21
Comparative brand personality mix .................................................................................................. 22
Key steps in branding ........................................................................................................................ 22
The proposed and research Conceptual Framework ........................................................................ 22
Functional & symbolic brands ........................................................................................................... 23
Brand personality .............................................................................................................................. 23
Brand personality colors.................................................................................................................... 24
You can brand everything ................................................................................................................. 24
Brand design pyramid........................................................................................................................ 25
Offensive vs defensive brand building criteria .................................................................................. 25
Brand name ....................................................................................................................................... 25
Brand mantra/slogan/promise .......................................................................................................... 26
Packaging ........................................................................................................................................... 27
Lecture 4 – Branding (new brand market introduction)................................................................ 27
Maslow’s hierarchy of needs............................................................................................................. 27
Market segment ................................................................................................................................ 28
Business-to-business segmentation .................................................................................................. 28
Marketing campaign.......................................................................................................................... 28
Marketing stages ............................................................................................................................... 29
Marketing objectives vs communication objectives ......................................................................... 29
Operational marketing plan .............................................................................................................. 29
Necessary to persuade consumers.................................................................................................... 30
Marketing & sales funnel .................................................................................................................. 30
, Cognitive brand message strategy: ................................................................................................... 30
Affective brand message strategy ..................................................................................................... 30
Keller’s integrated Marketing communications program criteria..................................................... 31
Brand building vs sales activation ..................................................................................................... 32
Marketing goals (marketing mix & promotion mix ........................................................................... 32
Integrated marketing communications plan ..................................................................................... 32
Types of marketing advertising ......................................................................................................... 33
Brand killers: ...................................................................................................................................... 33
Lecture 5 – Branding (measuring brands, purpose, activism) ........................................................ 33
Means-Ends Chain Laddering ............................................................................................................ 33
Strategic brand management process .............................................................................................. 34
Monthly brand report ....................................................................................................................... 35
Design and implementation of brand marketing programs.............................................................. 35
Elements of the brand planning ........................................................................................................ 35
Brand value chain .............................................................................................................................. 36
Marketing Program Investment ........................................................................................................ 36
Marketing Quality Multiplie .............................................................................................................. 36
Customer Mindset ............................................................................................................................. 36
Marketplace Conditions Multiplier ................................................................................................... 36
Market Performance ......................................................................................................................... 37
Investor Sentiment Multiplier ........................................................................................................... 37
Shareholder Value ............................................................................................................................. 37
Net Promoter Score........................................................................................................................... 37
Purpose Marketing ............................................................................................................................ 37
Lecture 6 – Branding (brand alliances, houses, extensions) .......................................................... 38
Business vs consumer marketing characteristics .............................................................................. 38
Branded house .................................................................................................................................. 38
House of brands ................................................................................................................................ 39
Blended house ................................................................................................................................... 39
Brand alliances .................................................................................................................................. 39
Product feature similarity.................................................................................................................. 39
Study consumer responses to brand extensions .............................................................................. 39
Lecture 7 – Branding (brand damage, brand crisis, brand hate) ...................................................... 40
Marketing risk and management examples ...................................................................................... 40
Recalling product ............................................................................................................................... 41
Crisis communication network .......................................................................................................... 41
, Successful recall plan......................................................................................................................... 42
Signs of a toxic workplace ................................................................................................................. 42
Danger for brands: ............................................................................................................................ 42
Negative covid-related brand actions ............................................................................................... 42
Brand feeling matrix .......................................................................................................................... 43
Outcome of brand hate ..................................................................................................................... 43
Lecture 1 – Branding (introduction to branding) ............................................................................ 5
Elements of value pyramid .................................................................................................................. 5
Product categories: ............................................................................................................................. 5
5 levels of product meaning: ............................................................................................................... 5
Roles brands play to consumers.......................................................................................................... 5
Brand relationship model .................................................................................................................... 6
Brand attributes/assets: ...................................................................................................................... 6
Consumer-Psychology brand model ................................................................................................... 7
Brands reduce product decision risk ................................................................................................... 7
External role brands fulfil for manufacturers:..................................................................................... 8
Internal role brands fulfil for manufacturers: ..................................................................................... 8
Consumer loyalty (+drivers) ................................................................................................................ 9
Brand loyalty eras/lifecycle ............................................................................................................... 10
Structural threats to A-brands .......................................................................................................... 10
Important to online shoppers ........................................................................................................... 10
Why do consumers break up with brands: ....................................................................................... 11
Reasons for trying a new brand: ....................................................................................................... 11
Lecture 2 – Branding (brand equity and brand positioning) .......................................................... 11
Hierarchy of effects ........................................................................................................................... 11
Conceptualized brand equity model + Current & hypothesizes empirical brand equity model .... 12
Brands in the customer’s mind ......................................................................................................... 12
Secondary sources of brand knowledge ........................................................................................... 12
Brand equity ...................................................................................................................................... 13
Brand awareness ............................................................................................................................... 13
Differences brand recognition and brand recall ............................................................................... 14
The relationships with brand awareness .......................................................................................... 14
Brand image and brand associations ................................................................................................ 14
Brand attributes and brand benefits ................................................................................................. 15
Summary of brand knowledge .......................................................................................................... 15
Brand resonance model = brand equity pyramid.............................................................................. 15
Brand salience measurement ............................................................................................................ 15
Brand performance measurement .................................................................................................... 16
Brand imagery measurement ............................................................................................................ 16
Brand judgements measurement...................................................................................................... 16
, Brand (customers) feelings measurement ........................................................................................ 17
Brand resonance measurement ........................................................................................................ 17
Brand value chain .............................................................................................................................. 17
Brand equity vs customer equity ...................................................................................................... 17
Customer lifetime value – calculation ............................................................................................... 18
Market lifecycle model ...................................................................................................................... 18
Hyper competition: ........................................................................................................................... 18
Boston consultancy portfolio analysis ............................................................................................... 19
Competitive advantage ..................................................................................................................... 19
Angles of competition ....................................................................................................................... 20
Points-of-difference POD and points-of-parity (POP) ....................................................................... 20
Brand positioning model ................................................................................................................... 21
Lecture 3 – Branding (brand design and brand building) .............................................................. 21
Archetype .......................................................................................................................................... 21
Comparative brand personality mix .................................................................................................. 22
Key steps in branding ........................................................................................................................ 22
The proposed and research Conceptual Framework ........................................................................ 22
Functional & symbolic brands ........................................................................................................... 23
Brand personality .............................................................................................................................. 23
Brand personality colors.................................................................................................................... 24
You can brand everything ................................................................................................................. 24
Brand design pyramid........................................................................................................................ 25
Offensive vs defensive brand building criteria .................................................................................. 25
Brand name ....................................................................................................................................... 25
Brand mantra/slogan/promise .......................................................................................................... 26
Packaging ........................................................................................................................................... 27
Lecture 4 – Branding (new brand market introduction)................................................................ 27
Maslow’s hierarchy of needs............................................................................................................. 27
Market segment ................................................................................................................................ 28
Business-to-business segmentation .................................................................................................. 28
Marketing campaign.......................................................................................................................... 28
Marketing stages ............................................................................................................................... 29
Marketing objectives vs communication objectives ......................................................................... 29
Operational marketing plan .............................................................................................................. 29
Necessary to persuade consumers.................................................................................................... 30
Marketing & sales funnel .................................................................................................................. 30
, Cognitive brand message strategy: ................................................................................................... 30
Affective brand message strategy ..................................................................................................... 30
Keller’s integrated Marketing communications program criteria..................................................... 31
Brand building vs sales activation ..................................................................................................... 32
Marketing goals (marketing mix & promotion mix ........................................................................... 32
Integrated marketing communications plan ..................................................................................... 32
Types of marketing advertising ......................................................................................................... 33
Brand killers: ...................................................................................................................................... 33
Lecture 5 – Branding (measuring brands, purpose, activism) ........................................................ 33
Means-Ends Chain Laddering ............................................................................................................ 33
Strategic brand management process .............................................................................................. 34
Monthly brand report ....................................................................................................................... 35
Design and implementation of brand marketing programs.............................................................. 35
Elements of the brand planning ........................................................................................................ 35
Brand value chain .............................................................................................................................. 36
Marketing Program Investment ........................................................................................................ 36
Marketing Quality Multiplie .............................................................................................................. 36
Customer Mindset ............................................................................................................................. 36
Marketplace Conditions Multiplier ................................................................................................... 36
Market Performance ......................................................................................................................... 37
Investor Sentiment Multiplier ........................................................................................................... 37
Shareholder Value ............................................................................................................................. 37
Net Promoter Score........................................................................................................................... 37
Purpose Marketing ............................................................................................................................ 37
Lecture 6 – Branding (brand alliances, houses, extensions) .......................................................... 38
Business vs consumer marketing characteristics .............................................................................. 38
Branded house .................................................................................................................................. 38
House of brands ................................................................................................................................ 39
Blended house ................................................................................................................................... 39
Brand alliances .................................................................................................................................. 39
Product feature similarity.................................................................................................................. 39
Study consumer responses to brand extensions .............................................................................. 39
Lecture 7 – Branding (brand damage, brand crisis, brand hate) ...................................................... 40
Marketing risk and management examples ...................................................................................... 40
Recalling product ............................................................................................................................... 41
Crisis communication network .......................................................................................................... 41
, Successful recall plan......................................................................................................................... 42
Signs of a toxic workplace ................................................................................................................. 42
Danger for brands: ............................................................................................................................ 42
Negative covid-related brand actions ............................................................................................... 42
Brand feeling matrix .......................................................................................................................... 43
Outcome of brand hate ..................................................................................................................... 43
