Hoorcolleges
,Hoorcollege 1 (intro)
Objectives of the course:
Course materials:
- (guest) lectures
- articles
- book: Keller, Kevin Lane & Vanitha Swaminathan: Strategic Brand Management:
Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education
Limited, 2019.
- inspirational videos
Brand identity, brand strategy, brand image:
,Part 2; content:
• Differences between branding and marketing
• Key advantages of brands
• What’s a brand
• Current challenges in branding
(A) Brand identity vs (B) Brand Image (actually is what exists, what it actually looks like)
The point is to have a meaningful long term image. Because identity and image are different.
In what way does branding and marketing differ? Branding comes first (most of the time)
Branding: longer lasting, purpose and values, strategy-driven, answers WHY, grows an
audience, builds recognition, image, loyalty, trust, relationships, consistent across channels
(tone of voice, house style)
Marketing: short-term, promotion, tactic-driven, answers HOW, targets an audience,
generates leads, can be unique with execution and channels. aimed towards products /
services
1. Marketing - statement
2. Advertising - repetition
3. Public relations - etc.
4. branding
What needs do brand serve? Why do brands matter?
- recognition / recall, to stand out (risk reduction in soda cans for example)
- so many options → help to self-identify (self-expression, foster sense of belonging
and pride, harley davidson, NEC, cars bike for a kid to start cycling)
- brands help you simplify - rely on heuristics (to save effort and energy)
Why brands matter:
- You’re facing a risk for every purchase (there are so many options out there, brands
help simplify to save effort and energy)
- Brands help you compare, avoid risk, make a decision to avoid loss
- Risk reduction: for high effort items (like a car), brands can make a huge difference.
- self-expression, foster sense of belonging and pride (harley-davidson, NEC, Cars
bike to start cycling, because I am speed)
, Relational benefits of brands and their financial
consequences:
Foster: trust / emotional connectivity towards the brand
Advantages of brands for companies:
- means of identification (simplifies handling)
- customer loyalty
- price premiums
- predictable demand
- robust to competitive actions
- yield licensing opportunities
- growth potential (e.g. via brand extensions in brand
portfolio)
Brands can increase revenues and reduce costs (because the associations are already
placed in the minds of consumers) this increases communication effectiveness, stronger
support from supply chain partners, stronger support from search engines.
Let’s define what a brand is: ‘a name, term, sign, symbol, design, or a combination of them,
intended to identify the products of a seller, and to differentiate them from those of
competitors’ - the WHY (a product with a personality (M&M) ~ Chris Staples, it’s a gut feeling
about a product, service, or organization.
- Difference between product and a brand: brand is overarching identity structure of
the products. Brands are created in the mind, products are created in a factory or by
employees
- Brand is different from a logo, logo is a brand element
3 key perspectives in the branding literature:
- Firm perspective; views brands as assets and examines the various functions and
roles that brands serve for firms, both strategically and financially.
- Consumer perspective; as signals (economic approach) and mental knowledge cues
(psychological approach)
- Society perspective in societal and cultural contexts, affecting individual consumers
both directly and indirectly through social forces, structures, and institutions.
Branding in today’s environment - trends and challenges:
uncertainty and lower control:
- savvy customers
- less control on brand meaning due to social media
- quickly changing consumer trends and needs
- emergence of new marketing tools (ai)
- abundant tools for personalized communication
overloaded consumer:
- increased competition
- overload of stimuli and information on consumers
increased complexity:
- complex brand and product portfolio’s
- complex set of stakeholders
- several communication platform possibilities
,Hoorcollege 1 (intro)
Objectives of the course:
Course materials:
- (guest) lectures
- articles
- book: Keller, Kevin Lane & Vanitha Swaminathan: Strategic Brand Management:
Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education
Limited, 2019.
- inspirational videos
Brand identity, brand strategy, brand image:
,Part 2; content:
• Differences between branding and marketing
• Key advantages of brands
• What’s a brand
• Current challenges in branding
(A) Brand identity vs (B) Brand Image (actually is what exists, what it actually looks like)
The point is to have a meaningful long term image. Because identity and image are different.
In what way does branding and marketing differ? Branding comes first (most of the time)
Branding: longer lasting, purpose and values, strategy-driven, answers WHY, grows an
audience, builds recognition, image, loyalty, trust, relationships, consistent across channels
(tone of voice, house style)
Marketing: short-term, promotion, tactic-driven, answers HOW, targets an audience,
generates leads, can be unique with execution and channels. aimed towards products /
services
1. Marketing - statement
2. Advertising - repetition
3. Public relations - etc.
4. branding
What needs do brand serve? Why do brands matter?
- recognition / recall, to stand out (risk reduction in soda cans for example)
- so many options → help to self-identify (self-expression, foster sense of belonging
and pride, harley davidson, NEC, cars bike for a kid to start cycling)
- brands help you simplify - rely on heuristics (to save effort and energy)
Why brands matter:
- You’re facing a risk for every purchase (there are so many options out there, brands
help simplify to save effort and energy)
- Brands help you compare, avoid risk, make a decision to avoid loss
- Risk reduction: for high effort items (like a car), brands can make a huge difference.
- self-expression, foster sense of belonging and pride (harley-davidson, NEC, Cars
bike to start cycling, because I am speed)
, Relational benefits of brands and their financial
consequences:
Foster: trust / emotional connectivity towards the brand
Advantages of brands for companies:
- means of identification (simplifies handling)
- customer loyalty
- price premiums
- predictable demand
- robust to competitive actions
- yield licensing opportunities
- growth potential (e.g. via brand extensions in brand
portfolio)
Brands can increase revenues and reduce costs (because the associations are already
placed in the minds of consumers) this increases communication effectiveness, stronger
support from supply chain partners, stronger support from search engines.
Let’s define what a brand is: ‘a name, term, sign, symbol, design, or a combination of them,
intended to identify the products of a seller, and to differentiate them from those of
competitors’ - the WHY (a product with a personality (M&M) ~ Chris Staples, it’s a gut feeling
about a product, service, or organization.
- Difference between product and a brand: brand is overarching identity structure of
the products. Brands are created in the mind, products are created in a factory or by
employees
- Brand is different from a logo, logo is a brand element
3 key perspectives in the branding literature:
- Firm perspective; views brands as assets and examines the various functions and
roles that brands serve for firms, both strategically and financially.
- Consumer perspective; as signals (economic approach) and mental knowledge cues
(psychological approach)
- Society perspective in societal and cultural contexts, affecting individual consumers
both directly and indirectly through social forces, structures, and institutions.
Branding in today’s environment - trends and challenges:
uncertainty and lower control:
- savvy customers
- less control on brand meaning due to social media
- quickly changing consumer trends and needs
- emergence of new marketing tools (ai)
- abundant tools for personalized communication
overloaded consumer:
- increased competition
- overload of stimuli and information on consumers
increased complexity:
- complex brand and product portfolio’s
- complex set of stakeholders
- several communication platform possibilities
