B12: Marketing og E-business Lektion 6 Mads Vangkilde

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

Corporate Branding

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

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

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

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

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

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

Case

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

Product Branding

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

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

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

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

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

Klassikerne

The Swoosh

Hvad gør de for brandet?

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

Apple – iPod Design, symbol, navn

Et brand??

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             .

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

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

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

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

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

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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

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

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

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

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”

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

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

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?

Case til Lektion 7