SAMENVATTING
BRANDING ANDY MOSMANS
EN PATRICK VAN THIEF
MINOR BRAND MANAGEMENT
November 2024 – Leerling Hogeschool ZUYD Sittard
,Inhoudsopgave
Branding ...................................................................................................................................... 3
Marktoriëntatie ............................................................................................................................ 3
Van marketing naar marketing .......................................................................................................... 3
Merkdomein ................................................................................................................................ 4
Werkdomein ................................................................................................................................ 4
Strategische Marktdriehoek ............................................................................................................. 4
....................................................................................................................................................... 5
Merkenbouwers .............................................................................................................................. 5
Iconic Moves ................................................................................................................................... 5
Stromingen binnen branding ......................................................................................................... 6
Merkpositionering............................................................................................................................ 6
Positioningstroming ......................................................................................................................... 6
SDP-model .................................................................................................................................. 6
CBBE-model ................................................................................................................................ 6
MDC-model ................................................................................................................................. 7
Peer-to-peer stroming ..................................................................................................................... 7
Social branding ............................................................................................................................ 8
Partner-stroming ............................................................................................................................. 8
Relatiemarketing.......................................................................................................................... 8
Fanstrategie ................................................................................................................................ 9
Lovemarks Model ....................................................................................................................... 10
Purpose-stroming.......................................................................................................................... 10
Human values............................................................................................................................ 10
Merkidentiteit .............................................................................................................................11
Identiteitsmixmodel....................................................................................................................... 11
Merk en Niveaus ..........................................................................................................................12
Merkportfolio model ...................................................................................................................... 12
Merkstructuren ............................................................................................................................. 12
Modellen .....................................................................................................................................13
Brand Key Model ........................................................................................................................... 14
Middeldoelketen ........................................................................................................................ 15
Brand Identity Prism ...................................................................................................................... 15
Brand ID Model ............................................................................................................................. 16
Archetypen ................................................................................................................................ 17
Brand Icons Model ........................................................................................................................ 18
Brand coding canvas Model ........................................................................................................... 18
Cause - Corporate branding & employer branding ....................................................................... 19
Culture – Internal branding ......................................................................................................... 20
Communication ......................................................................................................................... 20
Channels – PESO Model ............................................................................................................. 21
Content - Hero, Hub en Help content......................................................................................... 21
, Communities ............................................................................................................................. 21
Co-creation ............................................................................................................................... 22
Merkextensies .............................................................................................................................22
Merkvoorkeur ..............................................................................................................................23
Brand Preference Model ................................................................................................................ 23
Branding Fundament ...................................................................................................................24
BRANDING ANDY MOSMANS
EN PATRICK VAN THIEF
MINOR BRAND MANAGEMENT
November 2024 – Leerling Hogeschool ZUYD Sittard
,Inhoudsopgave
Branding ...................................................................................................................................... 3
Marktoriëntatie ............................................................................................................................ 3
Van marketing naar marketing .......................................................................................................... 3
Merkdomein ................................................................................................................................ 4
Werkdomein ................................................................................................................................ 4
Strategische Marktdriehoek ............................................................................................................. 4
....................................................................................................................................................... 5
Merkenbouwers .............................................................................................................................. 5
Iconic Moves ................................................................................................................................... 5
Stromingen binnen branding ......................................................................................................... 6
Merkpositionering............................................................................................................................ 6
Positioningstroming ......................................................................................................................... 6
SDP-model .................................................................................................................................. 6
CBBE-model ................................................................................................................................ 6
MDC-model ................................................................................................................................. 7
Peer-to-peer stroming ..................................................................................................................... 7
Social branding ............................................................................................................................ 8
Partner-stroming ............................................................................................................................. 8
Relatiemarketing.......................................................................................................................... 8
Fanstrategie ................................................................................................................................ 9
Lovemarks Model ....................................................................................................................... 10
Purpose-stroming.......................................................................................................................... 10
Human values............................................................................................................................ 10
Merkidentiteit .............................................................................................................................11
Identiteitsmixmodel....................................................................................................................... 11
Merk en Niveaus ..........................................................................................................................12
Merkportfolio model ...................................................................................................................... 12
Merkstructuren ............................................................................................................................. 12
Modellen .....................................................................................................................................13
Brand Key Model ........................................................................................................................... 14
Middeldoelketen ........................................................................................................................ 15
Brand Identity Prism ...................................................................................................................... 15
Brand ID Model ............................................................................................................................. 16
Archetypen ................................................................................................................................ 17
Brand Icons Model ........................................................................................................................ 18
Brand coding canvas Model ........................................................................................................... 18
Cause - Corporate branding & employer branding ....................................................................... 19
Culture – Internal branding ......................................................................................................... 20
Communication ......................................................................................................................... 20
Channels – PESO Model ............................................................................................................. 21
Content - Hero, Hub en Help content......................................................................................... 21
, Communities ............................................................................................................................. 21
Co-creation ............................................................................................................................... 22
Merkextensies .............................................................................................................................22
Merkvoorkeur ..............................................................................................................................23
Brand Preference Model ................................................................................................................ 23
Branding Fundament ...................................................................................................................24
