The history of branding

How many models can you handle?

The History of Branding

z

Identification (1850 )

Benefits (1950 )

Integration of instruments: fusionbranding and

storytelling

Branding inside out (2003 )

Ethics

Total branding (2000 )

All senses

Societal branding (1995 )

Personality

Experience branding (1990 )

Whats in it for me?

Symbolic branding (1970 )

Products/services

Integrated system based on a Gesamtkunstwerk

The use of brands

(communication functions)
Brandmanagement en Branddesign is about:
z

Identification and recognition

Distinction and discrimination

How to tell the difference (1)

Symbols and logotypes

How to tell the difference (2)

Culture (Hofstedes onion)

How to tell the difference (3)

Personality (Aaker)

How to tell the difference (4)

Identity and positioning (Kapferer)

BMWs Kapferer

The best description of a brand design?

z

Complete

Comprehensive

Coherent

Creative

Competitive

Challenging

Brand identity planning (Aaker)

How to manage a brand

z

Enter the instruments

Advertising

Design

Co-branding

Experience communication

Brand PR

..

And start the planning and execution

ROI-model of fusionmarketing
advertising
sponsoring

PR
sales promotions

packaging
E-business
shops
personal selling

websites/logs

merchandising
exhibitions

direct marketing

Added value of branding could be

Research a ..

and find ..

1. Products

Attributes/USPs

2. Product plus

Benefits

3. Concept

Idea

4. Brand

Story

Storytelling
From Gandhi to Martin Luther King, many
political and spiritual personalities have one
thing in common: they could tell a spellbinding
story that made a difference and gave meaning
to peoples lives
Storytelling, branding in practice (Fog, Budtz, Yakaboylu), 2005

Great/global brands tell a story

The story of

The current stage in branding:

Branding inside out
z

Internal and external branding

Friends or foes?
Bringing the customer inside
or living the brand outside

Gap analysis
Ideal identity

Management

internal

Gap 1
Actual identity Employees
Gap 2
Fysical identity Behaviour & appearance

external

Gap 3
Image

Stakeholders

Gap analysis Analyse & Act

Jaap van derGrinten, 2004

Brand Reputation Grid (BRG)

Marketorientation
Show brand

Personality
brand

Weak

Blank brand

Nerd brand

Weak

Strong

Productorientation

External
image

Strong

Internal image

Rik Riezebos, 2002

Brand Reputation Grid

Show brand:
Market dimension
Design is windowdressing
Communication is dominant

Personality brand:
Cultural dimension
Balanced design
Communication is functional
market average

Nerd brand:
Blank brand:
Material dimension
Communication & design are
submitted to processes

Individual dimension
Communication submitted to
production
Design is functional
Rik Riezebos, 2002

The internal focus in BRG

Show brand:

Personality brand:

Internal focus: costumer

satisfaction, marketing,
competition

Internal focus: motivation,

ambition, identification

Blank brand:

Nerd brand:

Internal focus: housing,

procedures, systems

Internal focus: passion,

personal growth, quality

Rik Riezebos, 2002

Core competences
Show brand:

Personality

They

brand: We

Core competence:

Core competence:

positioning

coperation

Blank brand:

Nerd brand:

It

Me

Core competence:

Core competence:

processing

innovation
Rik Riezebos, 2002

A BRG Exercise
z
z

z
z
z

5 groups (5x2)
Pick your favourite brand
Is it a nerd?
Is it a personality?
Does it show off?
Is it blank?
Describe core competences
Wheres the proof?
Create spider/piechart
Explain and present
Use it for your own brand

Can you draw this picture?

Show

Personality

Blank

Nerd

Coffeebreak!!