B12: Marketing og E-business Lektion 6

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1 B12: Marketing og E-business Lektion 6
Mads Vangkilde

2 Opsamling Case og teori
Emner der berøres….. Case gennemgang Teorien Uklarheder Uddybninger Viderebygning

3 Corporate Branding

4 Årstiderne – Gruppe 3 Karakteriser Årstidernes branding med udgangspunkt i Berry Udarbejd en karakteristik på baggrund af Kellers model Sammenlign og diskuter præferencer, overlap og mangler

5 Customer-based brand equity pyramid
4. Relationships = What about you and me? 3. Responses = What about you? 2. Meaning = What are you? 1. Identity = Who are you? Deep, broad brand awareness Strong, favourable & unique brand association Positive, accessible responses Intense, active relationships Consumer brand resonance Consumer judgements Consumer feelings Brand performance Brand imagery Brand Salience Keller, 2001

6 Sub-dimensions of Brand-Building Blocks
Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth Fun Excitement Security Social approval Self-respect User profiles Purchase & Usage situation Personalities & Values History, Heritage & Experience Primary characteristics & Secondary features Product reliability, Durability & Serviceability Service effectiveness, Efficiency & Empathy Style & Design Price Category Identification Needs Satisfied Keller, 2001

7 Service-Branding Model
Company’s presented brand Brand awareness External brand communications Brand equity Customer experience with company Brand meaning Berry, 2000

8 Keller vs. Berry Brand Experience and/or communication reception (external or company presented) Berry Brand Awareness Brand Meaning Brand Equity Keller Identity Meaning Responses Relationships

9 Centrale branding beslutninger (Reelt er der tale om en løbende proces)
ikke brand Brand Sponsor Leverandør brand Distributør Licens udnyttelse Brand Navn Individuelt navn Familienavn som paraply eller serie Firma- individuelt Brand Strategi Line extension Mærke extensions Multibrands Nye brands ”Co-brands” Brand Repositionering Repositione- ring/ ikke re- positionering

10 Case

11 Pause 10 min.

12 Product branding Emner der berøres….. Produkt niveauer
Forskellige brands Private labels og deres udvikling Analyse modeller for produkt/service evaluering Web-branding

13 Product Branding

14 Mærkevarer “Forskellen mellem et produkt og et mærke er, at produktet eksisterer fysisk – mærket er blot til stede i forbrugerens sind.” Ukendt, fra Andersen & Lindstrøm

15 De 5 produktniveauer Potential product Augmented product
Expected product Basic product Core Benefit

16 Produkthierarkiet Behov - sikkerhed Produkt - sikker transport
Gruppe - personbiler Linie - familiebil Type - model - 4/5 døre Navn - fx Volvo Fysisk identifikation - stelnummer

17 Mærkevarebegrebet “En mærkevare er et produkt, der udbydes i et betydende markedsområde, under et standardnavn, i en standardkvalitet, i en standardemballage, i en standardkvantitet og til en standardpris” Kjær-Hansen, 1956 “En mærkevare er et produkt og/eller service, kunden har kendskab til og foretrækker på grund af en oplevet sikkerhed for opnåelse af merværdi” Bjerre, 1993 & 1997

18 Hvad er et brand? A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors Attributes, benefits, values, culture, personality, user

19 Klassikerne

20 The Swoosh

21 Hvad gør de for brandet?

22 Hvem køber Sony? Hvor i Kellers pyramide er Sony?
Sony Design Philosophy - "Originality",  "Form follows function", "Enhancing lifestyles",  "Ease of operation"

23 Apple – iPod Design, symbol, navn

24 Et brand??

25 Butikkens egne mærker Blandt vores egne mærker finder du serier som Minirisk, Bluecare, Natura, Danefrost og Friends, men der er også mange andre gode mærker at vælge imellem. Kig efter          eller             .

26 Store/Retail brands “…consumer products produced by or on behalf of, distributors and sold under the distributor’s own name or trademark through the distributor’s own outlet.” Steve Burt, 2000

27 Udviklingen af ”retail brands”
1st generation 2nd generation 3rd generation 4th generation Type of brand Generic, no name, brand free, unbranded ”Quasi-brand”, Own label Own brand Extended own brand Strategy Generics Cheapest price Me-too Value-added Objective Increase margins, provide choice in pricing Increase margins, Reduce power, provide better value (Q/$) Enhance category margins, Expand assortment Increase and retain the client base, enhance category margins, image, differentiation Product Basic and functional One-off staple lines (large volumes) Big category products Image forming, large # of prod. w. small volume Technology Simple production, basic technology Technology still lagging Close to brand leaders Innovative technology Quality/Image Lower quality, inferior image Medium quality Comparable to leaders Same or better than leaders, Innovative Approximate pricing >20 cent below 10-20 cent below 5-10 cent below Equal or higher Consumer’s motivation to buy Price Still price Quality AND price Better and unique products Supplier National, not specialised National, partly specialised National, mostly specialised International, mostly own brands

28 5th generation retail brands
Type of brand Corporate Brand Strategy Corporate positioning Technology Stakeholder relationship management Objective Strong positive identity, first choice, satisfy stakeholders Product Tangible and intangible attributes of the corporation Consumers motivation to buy Trust Quality/Image Quality and consistency throughout the organisation Pricing Focus on deliering value Supplier Innovative partners

29 Afgørende faktorer på detailhandlens brand udvikling
Magt I forsyningskæden Centralisering af ledelsesaktiviteterne Afdækning af kilden til detailhandlens image

30 Branding i detailkæden
“The challenge in retailing is that your customers experience your product directly…. What they experience in the store is the brand. So stores have to be both internally and externally coherent. The way the brand is projected and advertised externally reflects the way it lives and works internally” Norman, 1999

31 Pause 10 min.

32 Mediating effects of store image
Antecedents Mediators Outcome Perceived Psychosocial Risk - Physical Layout - - + - Evaluation of Store Brand - Merchandise Perceived Functional Risk - + - - + - Service Perceived Financial Risk Store Image Product Class Store Brand

33 Service gap modellen Consumer Word of mouth communictions
Personal needs Past experience Expected service Gap5 Perceived service Marketer Gap4 Service delivery External communications to consumers Gap3 Translation of perceptions into service quality specs. Gap1 Gap2 Management perceptions of consumers expectations

34 Web-værdiudvælgelse Aktivere et produktkategori-behov
Skabe opmærksomhed Skabe mærkeattitude* Skabe købsintention Skabe købsfacilitet

35 *mærkevareattitude Skabe attitude Forøge attitude
Vedligeholde attitude Modificere attitude Ændre mærkets attitude

36 Web-brand-building Værdicentre Forlystelsesparken i cyberspace
Web-branding-mapping Minisites Produktfordelen ved nettet Fejlmeddelelser – en måde at brande på… ”En website kan sammenlignes med en forlystelsespark. Hver værdi – og således hver enkelt attraktion – understøtter den samlede oplevelse af parkens image. Omvendt fungerer hver enkelt attraktion som enkeltstående ide, der præsenterer et individuelt univers”

37 Anbefalet læsning Semeijn et al 2004 Burt & Sparks 2002 Burt 2000

38 Lektion 7 – Case – 16/03 Product Branding Sitescape
Lektion 7 – Product branding Pernille, Mette T, Rikke, Peter R & Kaare

39 Matas – Gruppe 4 Udviklingsniveauet af Matas’ Brand og perspektiverne heraf? Diskuter og sammenlign Matas’ udviklingsbaggrund i forhold til de faktorer der har formet udviklingen i UK Forklar Matas’ store image udfra Semeijn et al. Hvordan kan Matas’ brand forstås udfra Berry’s model?

40 Case til Lektion 7