MINOR BRANDING:
LITERATURE REVIEW
YEAR 3 - ORM
BY ESMEE VAN DER MEER
DATE 18/04/21
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 1
STUDENTNUMBER: 1581445
, This literature review is an essential part of the third year of the Bachelor program
Entrepreneurship and Retail Management
Minor: Retail, Branding
Name: Esmee van der Meer
Student number: 1581445
Teacher: Ronald Noppers and Annigje Roest
Study year: 2021-2022
Classification: confidential
Date: 18/03/21
Submitted in partial fulfilment
for the requirements of the bachelor’s program
Entrepreneurship and Retail Management
NHL STENDEN UNIVERSITY OF APPLIEF SCIENCES
Leeuwarden
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 2
,STATEMENT
1. This literature review has been compiled by Esmee van der Meer and is based
on both facts and own opinions.
2. The written information has never been shown in a previous report for a
bachelor or part-time program at NHL Stenden.
3. The delivered work in this report has been elaborated by the above-mentioned
student in school and/or own time.
4. If sources or other advisers have been used, the bibliography should be
consulted.
Date: 18/02/21
Signature:
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 3
,PREFACE
The written report is a review based on the student’s own facts and opinions. As an
author I processed the review into a report in school and leisure times. This review is
made individually.
In the third year of the Entrepreneurship and Retail Management program, students
get the opportunity to give their own twist to the education program by means of
various minors. The minors provide the student with new insights and brings
knowledge about a variety of subjects, of which is branding is one.
Within the minor branding, the design of a strong brand takes center stage. The
student is informed about all the sub-topics that branding is associated with: what is
branding, why is it so important nowadays and how is branding applied in practice?
This review does not only contain a broad description of the definition of branding in
more detail, but includes also a more depth research with different kind of models
which have been connected to the Slachtemarathon.
To fulfill this composition of this literature review, I would like to thank my teachers
Ronald Noppers and Annigje Roest for their informative lessons within the involved
topics. This review is intended for the specific audience of the Entrepreneurship and
Retail Management program at the NHL Stenden University of Applied Sciences in
Leeuwarden.
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 4
,TABLE OF CONTENTS
STATEMENT............................................................................................................... 3
PREFACE ................................................................................................................... 4
TABLE OF CONTENTS .............................................................................................. 5
THE DEFINITION OF BRANDING.............................................................................. 6
CREATION A SUCCESSFUL BRAND ..................................................................... 7
CHANGES IN THE WORLD OF BRANDING ........................................................... 7
BRANDING VS MARKETING .................................................................................. 8
THE THEORETICAL FRAMEWORK........................................................................ 10
THE BRAND IDENTITY PRISM OF KAPFERER ................................................... 10
THE BRAND KEY MODEL FOR POSITIONING THE BRAND ............................... 11
KELLER'S CONSUMER-BASED BRAND EQUITY MODEL .................................. 12
THE TWELVE ARCHETYPES BY CARL JUNG .................................................... 14
THE ELABORATION OF THE THEORETICAL FRAMEWORK IN CONJUNCTION
WITH THE SLACHTEMARATHON .......................................................................... 16
THE SLACHTEMARATHON IN CONJUNCTION WITH THE VARIOUS MODELS 16
BIBLIOGRAPHY ....................................................................................................... 18
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 5
, THE DEFINITION OF BRANDING
According to John M. Murphy, author of the book: 'Branding: A Key Marketing Tool',
the use of brands within organizations has changed a lot over the years. According to
Murphy, the concept of a brand has always remained the same and can be described
by the following quote from Philip Kotler and Gary Armstrong (Murphy, 1991):
“A brand is a name, term, sign, symbol or a combination of them, intended to define
the goods or services of one seller or a group of sellers to differentiate them from
those of competitors” (Kotler & Gary Armstrong, 2017)
The definition of branding refers back to the elements that ensure that the consumer
receives an appropriate identification of what the brand wants to portray. In this case,
it is not so important that the brand stands out from the competition, but it is
considered more important that the consumer will prefer the brand over any other
provider at all times. In the end, the company's image matches the personality or
desires of the customer better, the consumer is offering loyalty in return, allowing the
company to retain its customers (Lake, 2021).
Figure 1: In supermarkets, numerous similar products are offered from the same assortment
group (Quix, 2016).
With the increase in the use of the Internet, consumers are confronted day and night
with advertisements such as in newspapers, on TV commercials and on social media
channels. The consumer unconsciously sees information passing by which is stored
in the brain. Once in the store, the customer is more likely to recognize the product or
service offered, which in all likelihood will lead to an earlier purchase (Vaid, 2003).
According to Kotler and Armstrong, the information that lingers in the brain comprises
mainly physical, aka tangible, factors. For example, they refer to the logo, the shape
of the packaging, the used colors or the selling price. However, with increasing
prosperity, more and more new entrants entered the market, which caused many
more brand attributes to be added. As a result, other non-tangible factors began to
play an increasingly important role in the success of a brand, even though these
characteristics were sometimes so subtle that the distinction between product A and
B was almost impossible to be defined (Kotler & Gary Armstrong, 2017).
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 6
LITERATURE REVIEW
YEAR 3 - ORM
BY ESMEE VAN DER MEER
DATE 18/04/21
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 1
STUDENTNUMBER: 1581445
, This literature review is an essential part of the third year of the Bachelor program
Entrepreneurship and Retail Management
Minor: Retail, Branding
Name: Esmee van der Meer
Student number: 1581445
Teacher: Ronald Noppers and Annigje Roest
Study year: 2021-2022
Classification: confidential
Date: 18/03/21
Submitted in partial fulfilment
for the requirements of the bachelor’s program
Entrepreneurship and Retail Management
NHL STENDEN UNIVERSITY OF APPLIEF SCIENCES
Leeuwarden
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 2
,STATEMENT
1. This literature review has been compiled by Esmee van der Meer and is based
on both facts and own opinions.
2. The written information has never been shown in a previous report for a
bachelor or part-time program at NHL Stenden.
3. The delivered work in this report has been elaborated by the above-mentioned
student in school and/or own time.
4. If sources or other advisers have been used, the bibliography should be
consulted.
Date: 18/02/21
Signature:
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 3
,PREFACE
The written report is a review based on the student’s own facts and opinions. As an
author I processed the review into a report in school and leisure times. This review is
made individually.
In the third year of the Entrepreneurship and Retail Management program, students
get the opportunity to give their own twist to the education program by means of
various minors. The minors provide the student with new insights and brings
knowledge about a variety of subjects, of which is branding is one.
Within the minor branding, the design of a strong brand takes center stage. The
student is informed about all the sub-topics that branding is associated with: what is
branding, why is it so important nowadays and how is branding applied in practice?
This review does not only contain a broad description of the definition of branding in
more detail, but includes also a more depth research with different kind of models
which have been connected to the Slachtemarathon.
To fulfill this composition of this literature review, I would like to thank my teachers
Ronald Noppers and Annigje Roest for their informative lessons within the involved
topics. This review is intended for the specific audience of the Entrepreneurship and
Retail Management program at the NHL Stenden University of Applied Sciences in
Leeuwarden.
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 4
,TABLE OF CONTENTS
STATEMENT............................................................................................................... 3
PREFACE ................................................................................................................... 4
TABLE OF CONTENTS .............................................................................................. 5
THE DEFINITION OF BRANDING.............................................................................. 6
CREATION A SUCCESSFUL BRAND ..................................................................... 7
CHANGES IN THE WORLD OF BRANDING ........................................................... 7
BRANDING VS MARKETING .................................................................................. 8
THE THEORETICAL FRAMEWORK........................................................................ 10
THE BRAND IDENTITY PRISM OF KAPFERER ................................................... 10
THE BRAND KEY MODEL FOR POSITIONING THE BRAND ............................... 11
KELLER'S CONSUMER-BASED BRAND EQUITY MODEL .................................. 12
THE TWELVE ARCHETYPES BY CARL JUNG .................................................... 14
THE ELABORATION OF THE THEORETICAL FRAMEWORK IN CONJUNCTION
WITH THE SLACHTEMARATHON .......................................................................... 16
THE SLACHTEMARATHON IN CONJUNCTION WITH THE VARIOUS MODELS 16
BIBLIOGRAPHY ....................................................................................................... 18
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 5
, THE DEFINITION OF BRANDING
According to John M. Murphy, author of the book: 'Branding: A Key Marketing Tool',
the use of brands within organizations has changed a lot over the years. According to
Murphy, the concept of a brand has always remained the same and can be described
by the following quote from Philip Kotler and Gary Armstrong (Murphy, 1991):
“A brand is a name, term, sign, symbol or a combination of them, intended to define
the goods or services of one seller or a group of sellers to differentiate them from
those of competitors” (Kotler & Gary Armstrong, 2017)
The definition of branding refers back to the elements that ensure that the consumer
receives an appropriate identification of what the brand wants to portray. In this case,
it is not so important that the brand stands out from the competition, but it is
considered more important that the consumer will prefer the brand over any other
provider at all times. In the end, the company's image matches the personality or
desires of the customer better, the consumer is offering loyalty in return, allowing the
company to retain its customers (Lake, 2021).
Figure 1: In supermarkets, numerous similar products are offered from the same assortment
group (Quix, 2016).
With the increase in the use of the Internet, consumers are confronted day and night
with advertisements such as in newspapers, on TV commercials and on social media
channels. The consumer unconsciously sees information passing by which is stored
in the brain. Once in the store, the customer is more likely to recognize the product or
service offered, which in all likelihood will lead to an earlier purchase (Vaid, 2003).
According to Kotler and Armstrong, the information that lingers in the brain comprises
mainly physical, aka tangible, factors. For example, they refer to the logo, the shape
of the packaging, the used colors or the selling price. However, with increasing
prosperity, more and more new entrants entered the market, which caused many
more brand attributes to be added. As a result, other non-tangible factors began to
play an increasingly important role in the success of a brand, even though these
characteristics were sometimes so subtle that the distinction between product A and
B was almost impossible to be defined (Kotler & Gary Armstrong, 2017).
NHL STENDEN UNIVERSITY OF APPLIED SCIENCES 6
