SUMMARY BRAND MANAGEMENT 2017-2018
Summary Brand Management
Period Semester 1 of 2017-2018
Lecturer Henk Roest
Summary made by Mirte van Schaijk
Including • 12 lectures
Excluding • Articles
Version 2
MADE BY: MIRTE VAN SCHAIJK
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Index
Lecture 1 & 2 Brand Management Week 1 ...................................................................................... 3
Lecture 3 & 4 Brand Identity Week 1 ............................................................................................. 17
Lecture 5 & 6 Brand Strategy Week 2 ............................................................................................ 29
Lecture 7 & 8 Brand Image week 2 ............................................................................................... 45
Lecture 9 & 10 Brand Methods Week 3 ......................................................................................... 58
Lecture 11 & 12 Brand Framework Week 3 .................................................................................. 76
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Lecture 1 & 2 Brand Management Week 1
th
Date 28 of August 2017
Reading Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-
Based Brand Equity” Journal of Marketing, 57 (1), 1-22
Cui, Annie Peng, Michael Y. Hu and David A. Griffith (2014), “What Makes a Brand
Manager Effective?” Journal of Business Research, 67, 144-150
1 It’s History
Once upon a time there were commodities (NL: een massa-geproduceerd ongespecialiseerd product,
veelal een vervangbaar goed, zoals grondstoffen en agrarische producten). These goods are…
• Differentiable by seller/manufacturer
• Often sold loose
• Quality highly variable
• In competitive markets we have many manufactures/sellers for the same commodity
Question How do I get a buyer to prefer and buy my commodity?
Answer Differentiate it from competition and make it more attractive
How By branding your commodity
Origin of the word branding
It’s derived from an old Norse word ‘brandr’ meaning to burn. They used to burn there cow to mark
it.
Mark your
• Product Bakers mark their own bread
• Land of heritage Chinese porcelain, potteryjars from Grecian.
• The material it’s made of 925 sterlin silver
Example P&G used to have the moon and stars (1851) logo. Why dit P&G used this?
1. So it’s easier to remember
2. Reason (a long time ago): people couldn’t read.
Example Meaning of the logo Tilburg University
two people standing next to a tree • Wisdom tree
Wearing dresses • Professors used to wear those
One hold key • To open your mind
One hold book • knowledge
What is a brand? (AMA)
A brand Is a name, term, sign, symbol or design, or a combination of them.
A brand Is intended to identify the goods and services of one seller or groups of sellers
A brand Is intended to differentiate them from those competitors.
Companies want to be different, to be the preferred company.
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Example Why does McDonalds invest in a green logo?
1. They have a image or proposition problem. People are becoming more and
more aware about what they put in their mouth. So they want to convince
consumers that McDonalds is healthier.
2. Colors have different meanings
• Red: Excitement, you alert people
• Green: healthy, natural
Exam question Why will ‘going green’ work better for Coca Cola Life than it will work for
McDonalds.
Because Coca Cola life is a sub brand of Coca Cola, next to the regular, zero and
light products. McDonalds want to change the whole brand image.
2 Brand Management Perspective
Subjects:
2.1 Physical versus Psychological product 2.2 branding philosophy
2.3 letting the customer in 2.4 brand versus product
2.5 value proposition 2.6 importance of a brand
2.7 what can be branded? 2.8 fails
2.1 Physical product versus Psychological product
Brand from the organizations’ point of view Brand from the customers’ point of view
2.2 Branding Philosophy
Product-driven brand philosophy. People-driven brand philosophy
Companies produce products… People buy brands…
Individual: the hot chocolate brand your grandmother used to give you.
Learnt: Volvo is a safe car
Page 4 of 87
MADE BY: MIRTE VAN SCHAIJK
Summary Brand Management
Period Semester 1 of 2017-2018
Lecturer Henk Roest
Summary made by Mirte van Schaijk
Including • 12 lectures
Excluding • Articles
Version 2
MADE BY: MIRTE VAN SCHAIJK
Page 1 of 87
,SUMMARY BRAND MANAGEMENT 2017-2018 SEND TO:
Index
Lecture 1 & 2 Brand Management Week 1 ...................................................................................... 3
Lecture 3 & 4 Brand Identity Week 1 ............................................................................................. 17
Lecture 5 & 6 Brand Strategy Week 2 ............................................................................................ 29
Lecture 7 & 8 Brand Image week 2 ............................................................................................... 45
Lecture 9 & 10 Brand Methods Week 3 ......................................................................................... 58
Lecture 11 & 12 Brand Framework Week 3 .................................................................................. 76
Page 2 of 87
MADE BY: MIRTE VAN SCHAIJK
,SUMMARY BRAND MANAGEMENT 2017-2018 SEND TO:
Lecture 1 & 2 Brand Management Week 1
th
Date 28 of August 2017
Reading Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-
Based Brand Equity” Journal of Marketing, 57 (1), 1-22
Cui, Annie Peng, Michael Y. Hu and David A. Griffith (2014), “What Makes a Brand
Manager Effective?” Journal of Business Research, 67, 144-150
1 It’s History
Once upon a time there were commodities (NL: een massa-geproduceerd ongespecialiseerd product,
veelal een vervangbaar goed, zoals grondstoffen en agrarische producten). These goods are…
• Differentiable by seller/manufacturer
• Often sold loose
• Quality highly variable
• In competitive markets we have many manufactures/sellers for the same commodity
Question How do I get a buyer to prefer and buy my commodity?
Answer Differentiate it from competition and make it more attractive
How By branding your commodity
Origin of the word branding
It’s derived from an old Norse word ‘brandr’ meaning to burn. They used to burn there cow to mark
it.
Mark your
• Product Bakers mark their own bread
• Land of heritage Chinese porcelain, potteryjars from Grecian.
• The material it’s made of 925 sterlin silver
Example P&G used to have the moon and stars (1851) logo. Why dit P&G used this?
1. So it’s easier to remember
2. Reason (a long time ago): people couldn’t read.
Example Meaning of the logo Tilburg University
two people standing next to a tree • Wisdom tree
Wearing dresses • Professors used to wear those
One hold key • To open your mind
One hold book • knowledge
What is a brand? (AMA)
A brand Is a name, term, sign, symbol or design, or a combination of them.
A brand Is intended to identify the goods and services of one seller or groups of sellers
A brand Is intended to differentiate them from those competitors.
Companies want to be different, to be the preferred company.
Page 3 of 87
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, SUMMARY BRAND MANAGEMENT 2017-2018 SEND TO:
Example Why does McDonalds invest in a green logo?
1. They have a image or proposition problem. People are becoming more and
more aware about what they put in their mouth. So they want to convince
consumers that McDonalds is healthier.
2. Colors have different meanings
• Red: Excitement, you alert people
• Green: healthy, natural
Exam question Why will ‘going green’ work better for Coca Cola Life than it will work for
McDonalds.
Because Coca Cola life is a sub brand of Coca Cola, next to the regular, zero and
light products. McDonalds want to change the whole brand image.
2 Brand Management Perspective
Subjects:
2.1 Physical versus Psychological product 2.2 branding philosophy
2.3 letting the customer in 2.4 brand versus product
2.5 value proposition 2.6 importance of a brand
2.7 what can be branded? 2.8 fails
2.1 Physical product versus Psychological product
Brand from the organizations’ point of view Brand from the customers’ point of view
2.2 Branding Philosophy
Product-driven brand philosophy. People-driven brand philosophy
Companies produce products… People buy brands…
Individual: the hot chocolate brand your grandmother used to give you.
Learnt: Volvo is a safe car
Page 4 of 87
MADE BY: MIRTE VAN SCHAIJK
