Samenvatting Brand Design hoofdstuk 1 t/m 6
1
,Inhoud
Hoofdstuk 1: HET MERK .......................................................................................................................... 5
1.1 De historie van het merk ......................................................................................................... 5
1.2 Definities van het merk ........................................................................................................... 6
Brand-ENERGY ................................................................................................................................. 6
1.3 Soorten merken ............................................................................................................................. 6
Onderscheidt op basis van organisatievorm: .................................................................................. 7
Dienstenmerken en Personal Brands: ............................................................................................. 7
Onderscheidt op basis van gebruikersgroep: .................................................................................. 7
Onderscheidt op basis van geografisch gebied: .............................................................................. 7
Onderscheidt op basis van betrokkenheid, functionaliteit en expressiviteit:................................. 7
1.4 Functies van het merk ................................................................................................................... 8
Functies van het merk voor: ............................................................................................................ 8
1.5 Merkpersoonlijkheid en merkidentiteit ........................................................................................ 9
Merkidentiteit ................................................................................................................................. 9
Merkpersoonlijkheid ....................................................................................................................... 9
1.6 Begrippen rond het merk .............................................................................................................. 9
Beeldmerk versus merkbeeld .......................................................................................................... 9
Merkpositionering versus merkimago ............................................................................................ 9
Merkassociaties versus merkwaarde versus merkmeerwaarde ..................................................... 9
Merksaillantie ................................................................................................................................ 10
Experience Marketing en imagineering ........................................................................................ 10
1.7 Concept Brands ........................................................................................................................... 10
Hoofdstuk 2: BRAND DESIGN ................................................................................................................ 11
2.1 De wondere wereld van design ................................................................................................... 11
2.2 Wat is Brand Design?................................................................................................................... 11
1. Het vormen van merken........................................................................................................ 11
2. Het vormgeven van merken .................................................................................................. 11
Brand Design en Brand Activation................................................................................................. 11
2.3 Het Brand Design-model ............................................................................................................. 12
Het merkinnerlijk ........................................................................................................................... 12
Het merkuiterlijk............................................................................................................................ 12
Merkgedrag ................................................................................................................................... 13
2.4 De merk-wijzer ............................................................................................................................ 13
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, 2.5 Functies van Brand Design .......................................................................................................... 14
2.6 Het Brand Design-proces ............................................................................................................. 15
2.7 Brand Design in de onderneming ................................................................................................ 16
Brand Design als lijnfunctie (in commercie) .................................................................................. 16
Brand Design als staffunctie (van directie).................................................................................... 17
Brand Design in lijn en staf ............................................................................................................ 17
Brand Design Management ........................................................................................................... 18
Strategisch Brand Design Management ........................................................................................ 18
Operationeel Brand Design Management..................................................................................... 18
....................................................................................................................................................... 18
2.8 Brand Activation & Experience Marketing .................................................................................. 19
Hoofdstuk 3: MERKINNERLIJK ............................................................................................................... 22
3.1 Merkvisie ..................................................................................................................................... 22
3.2 Merkmissie .................................................................................................................................. 22
3.3 Merkwaarden .............................................................................................................................. 22
3.4 Gewenste merkpersoonlijkheid .................................................................................................. 24
3.5 Merkbelofte ................................................................................................................................. 24
3.6 Merk-kernconcept ....................................................................................................................... 25
Hoofdstuk 4: MERKUITERLIJK ................................................................................................................ 25
4.1 Zintuigelijke typering ................................................................................................................... 25
Zien ................................................................................................................................................ 25
Voelen............................................................................................................................................ 25
Horen ............................................................................................................................................. 26
Proeven.......................................................................................................................................... 26
Ruiken ............................................................................................................................................ 26
4.2 De taal van het merk ................................................................................................................... 26
4.3 Merkiconen ................................................................................................................................. 26
Hoofdstuk 5: MERKGEDRAG .................................................................................................................. 27
5.1 Producten en diensten ................................................................................................................ 27
New product development ........................................................................................................... 27
Verpakkingen ................................................................................................................................. 27
5.2 Externe communicatie ................................................................................................................ 28
Communicatiedoelstellingen ......................................................................................................... 28
Nieuwe media................................................................................................................................ 28
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1
,Inhoud
Hoofdstuk 1: HET MERK .......................................................................................................................... 5
1.1 De historie van het merk ......................................................................................................... 5
1.2 Definities van het merk ........................................................................................................... 6
Brand-ENERGY ................................................................................................................................. 6
1.3 Soorten merken ............................................................................................................................. 6
Onderscheidt op basis van organisatievorm: .................................................................................. 7
Dienstenmerken en Personal Brands: ............................................................................................. 7
Onderscheidt op basis van gebruikersgroep: .................................................................................. 7
Onderscheidt op basis van geografisch gebied: .............................................................................. 7
Onderscheidt op basis van betrokkenheid, functionaliteit en expressiviteit:................................. 7
1.4 Functies van het merk ................................................................................................................... 8
Functies van het merk voor: ............................................................................................................ 8
1.5 Merkpersoonlijkheid en merkidentiteit ........................................................................................ 9
Merkidentiteit ................................................................................................................................. 9
Merkpersoonlijkheid ....................................................................................................................... 9
1.6 Begrippen rond het merk .............................................................................................................. 9
Beeldmerk versus merkbeeld .......................................................................................................... 9
Merkpositionering versus merkimago ............................................................................................ 9
Merkassociaties versus merkwaarde versus merkmeerwaarde ..................................................... 9
Merksaillantie ................................................................................................................................ 10
Experience Marketing en imagineering ........................................................................................ 10
1.7 Concept Brands ........................................................................................................................... 10
Hoofdstuk 2: BRAND DESIGN ................................................................................................................ 11
2.1 De wondere wereld van design ................................................................................................... 11
2.2 Wat is Brand Design?................................................................................................................... 11
1. Het vormen van merken........................................................................................................ 11
2. Het vormgeven van merken .................................................................................................. 11
Brand Design en Brand Activation................................................................................................. 11
2.3 Het Brand Design-model ............................................................................................................. 12
Het merkinnerlijk ........................................................................................................................... 12
Het merkuiterlijk............................................................................................................................ 12
Merkgedrag ................................................................................................................................... 13
2.4 De merk-wijzer ............................................................................................................................ 13
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, 2.5 Functies van Brand Design .......................................................................................................... 14
2.6 Het Brand Design-proces ............................................................................................................. 15
2.7 Brand Design in de onderneming ................................................................................................ 16
Brand Design als lijnfunctie (in commercie) .................................................................................. 16
Brand Design als staffunctie (van directie).................................................................................... 17
Brand Design in lijn en staf ............................................................................................................ 17
Brand Design Management ........................................................................................................... 18
Strategisch Brand Design Management ........................................................................................ 18
Operationeel Brand Design Management..................................................................................... 18
....................................................................................................................................................... 18
2.8 Brand Activation & Experience Marketing .................................................................................. 19
Hoofdstuk 3: MERKINNERLIJK ............................................................................................................... 22
3.1 Merkvisie ..................................................................................................................................... 22
3.2 Merkmissie .................................................................................................................................. 22
3.3 Merkwaarden .............................................................................................................................. 22
3.4 Gewenste merkpersoonlijkheid .................................................................................................. 24
3.5 Merkbelofte ................................................................................................................................. 24
3.6 Merk-kernconcept ....................................................................................................................... 25
Hoofdstuk 4: MERKUITERLIJK ................................................................................................................ 25
4.1 Zintuigelijke typering ................................................................................................................... 25
Zien ................................................................................................................................................ 25
Voelen............................................................................................................................................ 25
Horen ............................................................................................................................................. 26
Proeven.......................................................................................................................................... 26
Ruiken ............................................................................................................................................ 26
4.2 De taal van het merk ................................................................................................................... 26
4.3 Merkiconen ................................................................................................................................. 26
Hoofdstuk 5: MERKGEDRAG .................................................................................................................. 27
5.1 Producten en diensten ................................................................................................................ 27
New product development ........................................................................................................... 27
Verpakkingen ................................................................................................................................. 27
5.2 Externe communicatie ................................................................................................................ 28
Communicatiedoelstellingen ......................................................................................................... 28
Nieuwe media................................................................................................................................ 28
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