Brandingens mange
perspektiver
KEA
Mogens Bjerre, CBS
22. marts 2012
Temaer, der berøres...
• Introduktion til et par begreber
• De 7 tilgange til hvad branding er…
• Economic
• Identity
• Consumer based
• Personality
• Relationship
• Community
• Cultural
• Case: Danisco og egen virksomhed
Hvorfor branding?
“In an increasingly crowded marketplace,
fools will compete on price.
Winners will find a way to create lasting value
in the customers mind.”
Tom Peters, 1995
Identitet vs. image
• Identitet
– Måden hvorpå
virksomheden gerne
vil opfattes af andre,
– Gælder både
virksomheden, dens
produkter og/eller
services
– Afsender defineret
• Image
– Måden hvorpå andre
ser virksomheden,
dens produkter
og/eller services
– Modtager defineret
De 7 Brand Approaches, er et forsøg på at give
et overblik over brandingbegrebets udviklign
over tid…
• Brand management lærerbog
• Tilde Heding, Charlotte Knudtzen
& Mogens Bjerre
• Routledge (UK)
• December 2008
• En helt ny, paradigmebaseret
analyse af branding litteraturen
'Without question, branding is a complex management area that
deserves study from a variety of different perspectives and
academic traditions. By providing a multi-disciplinary approach,
this textbook provides a welcome and invaluable resource for
thoughtful students, scholars, and practitioners who want to fully
understand branding and brand management.'
Kevin Lane Keller, Tuck School of Business at Dartmouth, USA
'At last a book that cuts through the clutter about understanding
brand and so clearly clarifies the brand concept. A book that
superbly bridges the academic domain and enables practitioners
use it to build brand equity.'
Leslie de Chernatony, Birmingham University Business School, UK
'We think this is an excellent treatment of our topic. Thorough and
complete, yet concise and very readable. We love the design and
structure, both with regards to the seven approaches, as well as to
the four layers within each approach.'
Albert M. Muniz, Jr., DePaul University & Thomas C. O’Guinn,
University of Wisconsin, USA
The Economic Approach – Den økonomiske/rationelle
tilgang
Time of origin
Before 1985
Key reading
Wernerfelt, B. (1988) “Umbrella Branding as a Signal of New Product Quality”
RAND Journal of Economics
Kirmani, A. and Rao, Q. Lu (2000) “No Pain No Gain: A Critical Review of the
Literature on Signaling Unobservable Product Quality”, Journal of Marketing
Research
Key words
The 4 P’s, ad research
Brand perspective
Functional
Consumer perspective
Economic Man
Scientific tradition
Positivism/empiricism
Methods
Scanner data, laboratory settings, quantitative data
Brand value creation
Marketer
Consumer
Managerial keyword
Control
Supporting themes
”Traditional” marketing, the four P’s
Brand Equity – brandets værdi
Brand
Equity
Other
Assets
Associations
Perceived
Quality
Awareness
Loyalty
Hvad kan
De bevidste
Kundernes
Kendskab
Kundernes
brandet i øvrigt og ubevidste
oplevelse af er forudsætningen gentagne
bruges til
koblinger som pris/kvalitet.
for salg.
køb sænker
kunder og andre Også afgørende Men det er
behovet for
laver ved mødet for partneres
afgørende
styret
med brandet
ønske om at at være kendt kommunikation
Aaker, 1996
samarbejde
for “noget”
The Identity Approach,
Brandet som identitetsplatform
Time of origin
Mid 1990s
Key reading
Balmer, J. (1995) “Corporate Branding and Connoisseurship”, Journal of General
Management
Hatch, M.J. and Schultz, M. (1997)” Relations between Organizational Culture,
Identity and Image”, European Journal of Marketing
Key words
Corporate branding, organizational values, identity
Brand perspective
Corporate
Consumer perspective
Stakeholder
Scientific tradition
Socio economic constructivism/ interpretivism
Methods
Action research, organizational symbolic identity development, organizational values
Brand value creation
Marketer
Consumer
Managerial keyword
Monologue
Supporting themes
Organizational culture behaviour, and values, corporate communication
Brand Identity System
Brand Identitet
Udvidet
Kerne
Brand som
Produkt
Brand som
Organisation
Brand som
Person
Brand som
Symbol
Value Proposition
Troværdighed
Funktionelle & psykologiske &
selv-i-scene-sættende benefits
Støtte til andre brands
Brand-Kunde relation
The Consumer-based Approach,
Forbrugerbaseret brand equity
Time of origin
1993
Key reading
Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based
Brand Equity”, Journal of Marketing
Key words
Customer-based brand equity, brand image, brand associations
Brand perspective
Consumer-based
Consumer perspective
Computer
Scientific tradition
Cognitive psychology
Methods
Cognitively based association maps
Brand value creation
Marketer
Consumer
Managerial keyword
Listening
Supporting themes
Brand image, brand equity, the information-processing consumer
The Brand Value Chain, et bud på
værdiskabelsesprocessen koblet til branding
Værdi
Stadier
Marketing
program
investering
Kunde
mindset
– Produkt
– Place
– Price
– People
– Andet
Forstærkere
Markedspræstationer
– Awareness
– Associations
– Attituder
– Relation
– Handlinger
Program
kvalitet
– Klarhed
– Relevans
– Distinctiveness
– Konsistens
Shareholder
value
– Pris præmie
– Pris elasticitet
– Markedsandel
– Omkostningsmønster
– Profitabilitet
Markedsbetingelser
– Konkurrentreaktioner
– Kanal støtte
– Kunde størrelse og profil
– Aktie pris
– P/E ratio
– Market cap
Kapital til
rådighed
– Markedsdynamik
– Vækst potentiale
– Risiko profil
– Brandets bidrag
Keller,
2003
The Personality Approach,
Brand personlighed
Time of origin
1997
Key reading
Aaker, J. L. (1997), “Dimensions of Brand Personality”, Journal of Marketing
Research, Vol. XXXIV (August), pp. 347- 356
Key words
The Big 5 of brand personality, archetypes, animism
Brand perspective
Human
Consumer perspective
Psychological
Scientific tradition
Human personality psychology
Methods
Quantitative and qualitative methods adopted from human psychology research
Brand value creation
Marketer
Consumer
Managerial keyword
Dialogue
Supporting themes
Relationship marketing, human relationship theory
Det klassiske løfte
1 brand
Hvorfor?
For hvem?
Hvornår?
I forhold til?
1 produkt
1 løfte
Kapferer, 1997
The Relational Approach,
Det relationsbaserede brand
Time of origin
1998
Key reading
Fournier, S. M. (1998), “Consumers and Their Brands: Developing Relationship
Theory in Consumer Research”, Journal of Consumer Research
Key words
Dyadic brand-consumer relationship, Brand relationship quality
Brand perspective
Human
Consumer perspective
Existential being
Scientific tradition
Existentialism, phenomenology
Methods
Depth interviews, life story method
Brand value creation
Marketer
Consumer
Managerial keyword
Dialogue
Supporting themes
Relationship marketing, human relationship theory
The Community Approach,
Brandet som deltager i community
Time of origin
2001
Key reading
Muñiz Jr,. A. M. & O’Guinn, T. C. (2001), “Brand Community”, Journal of
Consumer Research
Key words
Brand communities, brandfests, the Brand Triad, the Internet
Brand perspective
Social
Consumer perspective
Tribe member
Scientific tradition
Anthropology, micro perspective
Methods
Ethnography, netnography
Brand value creation
Marketer
Consumer
Managerial keyword
Discretion
Supporting themes
Community theory, subcultures of consumption
Consumer
The Cultural Approach,
Brandet indlejret i samfundet
Time of origin
Around 2000
Key reading
Holt, D. B. (2002), “Why Do Brands Cause Trouble? A Dialectical Theory of
Consumer Culture and Branding”, Journal of Consumer Research
Key words
Globalization, popular culture, brand icons, No Logo
Brand perspective
Cultural
Consumer perspective
Homo Mercans
Scientific tradition
Cultural studies
Methods
Macrolevel analysis on microlevel data
Brand value creation
Marketer
Culture
Consumer
Managerial keyword
Bird perspective
Supporting themes
Cultural consumption, No Logo, the citizen-brand prospect
Identitet vs. image
• Identitet
– Måden hvorpå
virksomheden gerne
vil opfattes af andre,
– Gælder både
virksomheden, dens
produkter og/eller
services
– Afsender defineret
– Economic
– Identity
• Image
– Måden hvorpå andre
ser virksomheden,
dens produkter
og/eller services
– Modtager defineret
–
–
–
–
–
Consumer based
Personality
Relationship
Community
Cultural
En note fremad….
• Vi kan genkende udviklingen i branding i
marketing generelt
• Vi kan genkende udviklingen i marketing i
strategi
• Og flere teoretiske discipliner smelter sammen –
logistik, supply chain management, marketing,
human resource managenent, og…