Branding Topic list
Inhoudsopgave
Week 1 What is branding............................................................................................................................... 2
Chapter 1 What is corporate branding, Hatch & Schultz, 2008...........................................................................2
Lecture notes:..................................................................................................................................................2
Branding Chapter 2 Value of brands, Hatch & Schulz..........................................................................................5
The Concept of Identity-Based Brand Management Buurman et al, 2017..........................................................6
Lecture notes...................................................................................................................................................7
Week 3 Brand names & Claims..................................................................................................................... 10
College: Brand name: The importance of being earnest Fioroni & Titterton 2009............................................10
Lecture notes.................................................................................................................................................10
WG1 P1: Effects of pronoun brand name perspective and positioning on brand attitude, Kachersky &
Carnevale (2015):...............................................................................................................................................15
WG1 P2: When does the developing country brand name alleviate the brand origin effect? Interplay of brand
name and brand origin, Lee (2019)....................................................................................................................18
Week 4 Visual Branding............................................................................................................................... 20
College: Logo’s Color & Design...........................................................................................................................20
Lecture notes.................................................................................................................................................21
College: The marketers’ prismatic palette: a review of colour research design, Labrecque 2013.....................24
College: Logo’s Slogans, Mascots & More, Brown 2016 chapter......................................................................25
WG2 P1: Do logo redesigns help or hurt your brand? The role of brand commitment, Walsh et al 2010........25
WG2 P2: Logo design in marketing communications: Brand logo complexity moderates exposure effects on
brand recognition and brand attitude Van Grinsven & Das 2016......................................................................28
WG2 P3: Drawing a destination logo from memory and its influence on the destination perception, Valek...31
WG3 P1 Managing images in different cultures: a cross-national study of color meanings and preferences,
Madden et al 2000.............................................................................................................................................31
WG3 P2 How color affects the effectiveness of taste-versus health-focused restaurant advertising messages
Wang et al 2020.................................................................................................................................................32
WG3 P3 The impact of product’s packaging color on customers’ buying preferences under time pressure,
Javed & Javed 2015............................................................................................................................................34
Week 5 Sonic brands.................................................................................................................................... 34
College: Sounds, Music & Jingles........................................................................................................................34
College: Sonic brands, a customer generated review, Gustafson......................................................................34
Lecture notes.................................................................................................................................................34
WG4 P1: In-store music and consumer-brand relationships: Relational transformation following experiences
of (mis) fit, Beverland et al. 2015.......................................................................................................................37
WG4 P2: Effects of music in advertising: three experiments replication single exposure musical conditioning
of consumer choice in an induvial setting, Vermeulen & Beukeboom, 2016.....................................................39
Algemene punten:
Start antwoord:
,- The paper by Wang et al. (2019) investigates the role of color in the
perception of healthier vs less healthy food, in particular ….
- The study by XX & XX (2015) focuses on the use of pronouns in name
branding
- Kach found that participants in group scored higher than
- The process of… usually happens for xx
- XX is a common reason why XX
- Adviseren, wat wil de vraag?
- Considering different options, comparing papers
- Minimaal 200 words = 180-220
- Referentie in tekst, alle achternamen of wang et al.,
- Exceeds request = meer voorbeelden bij at least 2 examples,
Je schrijft voor iemand die niets weet > variabelen, studie,
Week 1 What is branding
Lecture 1
Chapter 1 What is corporate branding, Hatch & Schultz, 2008
- What is a brand, symbols
- The meaning of meaning
- Product vs corporate brand
- British airways example > de vlag verdween maar dat was moeilijk
omdat dat het herkenningspunt was voor veel mensen, culture did not
support vision
- Soutwest example
- When corporate brands work
- Culture/vision gap & Visin/image gap
Lecture notes:
Lecture 1 What is a brand?
Any name, term, symbol or design or combination of these which is intend
to identify goods or services of one seller, group of sellers and to
differentiate them from the competitors
Symbols
Is any object, word or action than stands for something else
- There is a physical way in which brands are symbols: the logo’s, names
and even color choices of a brand make it recognizable and distinctive
,But there is more: brands engage in many symbols at the same time
which are interpreted by consumers and which, ultimately, convey
meaning.
The meaning of meaning
When a brand works, each of its elements (name, logo etc) does not only
remind us of an organization
The meaning doesn’t stay with the brand, but you can also wear it etc
Als je iemand met een shirt van Prada ziet en met een shirt van Shein,
staat ook voor persoonlijkheid etc.
Stakeholders include corporate brands within their identities, this can
mean, for example:
- Driving an expensive car to communicate status
- Looking for a part time job at Marqt rather than AH because it’s more
sustainable
- Of zo weinig mogelijk kleding kopen, maar je draagt nog wel de kleding
Sort brands
Product vs corporate brand
Pringles vs Hema
Product brand
Product brand kan totaal anders zijn dan het bedrijf, bijv dat Pringles
hoorde eerst bij P&G wc papier etc
- Focus on customers & consumers
- Can have a completely different identity than the organization behind it
(Pringles was owned by Procter & Gamble until they sold to Kellogg’s in
2012)
- It only really concerns one product, or a small group of products
- It’s only meant to survive as long as the product survives
Corporate brands
HEMA
- Focus on stakeholders
- If endorsed (such as HEMA) it adds to all the
products of an organization, no matter what kind.
- It originates from the company’s heritage, its
values and beliefs, and what members of the
organization have in common
- It targets all stakeholders, including employees,
managers, suppliers and even politicians
- It’s meant to be long lasting
Example from literature
, British Airways
Wilde rebranden, klein beetje tonen van de vlag in plaats van hele
vliegtuig
Het was een struggle, omdat mensen British Airways daarvan herkenden
In het hoofdstuk vergeleken met Southwest (budget airline)
When Corporate brands work
Wanneer je een succesvol corporate merk hebt, you will need to find
coherence between:
- What the company’ s top managers want to accomplish in the future
(their strategic vision )
- What has always been known or believed by company employees
(lodged in its culture).
- And what its external stakeholders expect or desire from the company
(their images of it).
VCI Alignment model
Branding volgt een patroon, van een complexe identiteit, die verschillende
dingen nodig heeft
Gaten in dit model kunnen leiden tot mindere prestaties van het merk
How BA failed/ What British Airways did wrong
- Culture did not support vision
- Key stakeholders associated with BA were not in line with the airline’s
new global vision
- BA experienced misalignment of it’s culture and the global expectations
the company encouraged it’s stakeholders
Uitgebreid figuur op pagina 13
Culture/vision gap: management
- Did not involve employees in the decision making behind the airplane
redesign
- Planned an expensive airplane re-design as well as a plan to cut costs
(likely, resizing personnel)
Vision/image gap: management
- Ignored how UK consumers would react to the airplane redesign
- Discounted the appreciation consumers from the rest of the world had
about the Britishness of BA before
Inhoudsopgave
Week 1 What is branding............................................................................................................................... 2
Chapter 1 What is corporate branding, Hatch & Schultz, 2008...........................................................................2
Lecture notes:..................................................................................................................................................2
Branding Chapter 2 Value of brands, Hatch & Schulz..........................................................................................5
The Concept of Identity-Based Brand Management Buurman et al, 2017..........................................................6
Lecture notes...................................................................................................................................................7
Week 3 Brand names & Claims..................................................................................................................... 10
College: Brand name: The importance of being earnest Fioroni & Titterton 2009............................................10
Lecture notes.................................................................................................................................................10
WG1 P1: Effects of pronoun brand name perspective and positioning on brand attitude, Kachersky &
Carnevale (2015):...............................................................................................................................................15
WG1 P2: When does the developing country brand name alleviate the brand origin effect? Interplay of brand
name and brand origin, Lee (2019)....................................................................................................................18
Week 4 Visual Branding............................................................................................................................... 20
College: Logo’s Color & Design...........................................................................................................................20
Lecture notes.................................................................................................................................................21
College: The marketers’ prismatic palette: a review of colour research design, Labrecque 2013.....................24
College: Logo’s Slogans, Mascots & More, Brown 2016 chapter......................................................................25
WG2 P1: Do logo redesigns help or hurt your brand? The role of brand commitment, Walsh et al 2010........25
WG2 P2: Logo design in marketing communications: Brand logo complexity moderates exposure effects on
brand recognition and brand attitude Van Grinsven & Das 2016......................................................................28
WG2 P3: Drawing a destination logo from memory and its influence on the destination perception, Valek...31
WG3 P1 Managing images in different cultures: a cross-national study of color meanings and preferences,
Madden et al 2000.............................................................................................................................................31
WG3 P2 How color affects the effectiveness of taste-versus health-focused restaurant advertising messages
Wang et al 2020.................................................................................................................................................32
WG3 P3 The impact of product’s packaging color on customers’ buying preferences under time pressure,
Javed & Javed 2015............................................................................................................................................34
Week 5 Sonic brands.................................................................................................................................... 34
College: Sounds, Music & Jingles........................................................................................................................34
College: Sonic brands, a customer generated review, Gustafson......................................................................34
Lecture notes.................................................................................................................................................34
WG4 P1: In-store music and consumer-brand relationships: Relational transformation following experiences
of (mis) fit, Beverland et al. 2015.......................................................................................................................37
WG4 P2: Effects of music in advertising: three experiments replication single exposure musical conditioning
of consumer choice in an induvial setting, Vermeulen & Beukeboom, 2016.....................................................39
Algemene punten:
Start antwoord:
,- The paper by Wang et al. (2019) investigates the role of color in the
perception of healthier vs less healthy food, in particular ….
- The study by XX & XX (2015) focuses on the use of pronouns in name
branding
- Kach found that participants in group scored higher than
- The process of… usually happens for xx
- XX is a common reason why XX
- Adviseren, wat wil de vraag?
- Considering different options, comparing papers
- Minimaal 200 words = 180-220
- Referentie in tekst, alle achternamen of wang et al.,
- Exceeds request = meer voorbeelden bij at least 2 examples,
Je schrijft voor iemand die niets weet > variabelen, studie,
Week 1 What is branding
Lecture 1
Chapter 1 What is corporate branding, Hatch & Schultz, 2008
- What is a brand, symbols
- The meaning of meaning
- Product vs corporate brand
- British airways example > de vlag verdween maar dat was moeilijk
omdat dat het herkenningspunt was voor veel mensen, culture did not
support vision
- Soutwest example
- When corporate brands work
- Culture/vision gap & Visin/image gap
Lecture notes:
Lecture 1 What is a brand?
Any name, term, symbol or design or combination of these which is intend
to identify goods or services of one seller, group of sellers and to
differentiate them from the competitors
Symbols
Is any object, word or action than stands for something else
- There is a physical way in which brands are symbols: the logo’s, names
and even color choices of a brand make it recognizable and distinctive
,But there is more: brands engage in many symbols at the same time
which are interpreted by consumers and which, ultimately, convey
meaning.
The meaning of meaning
When a brand works, each of its elements (name, logo etc) does not only
remind us of an organization
The meaning doesn’t stay with the brand, but you can also wear it etc
Als je iemand met een shirt van Prada ziet en met een shirt van Shein,
staat ook voor persoonlijkheid etc.
Stakeholders include corporate brands within their identities, this can
mean, for example:
- Driving an expensive car to communicate status
- Looking for a part time job at Marqt rather than AH because it’s more
sustainable
- Of zo weinig mogelijk kleding kopen, maar je draagt nog wel de kleding
Sort brands
Product vs corporate brand
Pringles vs Hema
Product brand
Product brand kan totaal anders zijn dan het bedrijf, bijv dat Pringles
hoorde eerst bij P&G wc papier etc
- Focus on customers & consumers
- Can have a completely different identity than the organization behind it
(Pringles was owned by Procter & Gamble until they sold to Kellogg’s in
2012)
- It only really concerns one product, or a small group of products
- It’s only meant to survive as long as the product survives
Corporate brands
HEMA
- Focus on stakeholders
- If endorsed (such as HEMA) it adds to all the
products of an organization, no matter what kind.
- It originates from the company’s heritage, its
values and beliefs, and what members of the
organization have in common
- It targets all stakeholders, including employees,
managers, suppliers and even politicians
- It’s meant to be long lasting
Example from literature
, British Airways
Wilde rebranden, klein beetje tonen van de vlag in plaats van hele
vliegtuig
Het was een struggle, omdat mensen British Airways daarvan herkenden
In het hoofdstuk vergeleken met Southwest (budget airline)
When Corporate brands work
Wanneer je een succesvol corporate merk hebt, you will need to find
coherence between:
- What the company’ s top managers want to accomplish in the future
(their strategic vision )
- What has always been known or believed by company employees
(lodged in its culture).
- And what its external stakeholders expect or desire from the company
(their images of it).
VCI Alignment model
Branding volgt een patroon, van een complexe identiteit, die verschillende
dingen nodig heeft
Gaten in dit model kunnen leiden tot mindere prestaties van het merk
How BA failed/ What British Airways did wrong
- Culture did not support vision
- Key stakeholders associated with BA were not in line with the airline’s
new global vision
- BA experienced misalignment of it’s culture and the global expectations
the company encouraged it’s stakeholders
Uitgebreid figuur op pagina 13
Culture/vision gap: management
- Did not involve employees in the decision making behind the airplane
redesign
- Planned an expensive airplane re-design as well as a plan to cut costs
(likely, resizing personnel)
Vision/image gap: management
- Ignored how UK consumers would react to the airplane redesign
- Discounted the appreciation consumers from the rest of the world had
about the Britishness of BA before
