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BLUEMELHUBER.DE BRAND MANAGEMENT CHRISTIAN BLUEMELHUBER

Branding vn-select-small

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A few slides of my class on "brand management" at the open university in ho chi minh city from dec 28 to jan7. if you want more, you´ll have to join us... christian

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Page 1: Branding vn-select-small

BLUEMELHUBER.DE

BRAND MANAGEMENTCHRISTIAN BLUEMELHUBER

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Page 2: Branding vn-select-small

FACTORIES RUST AWAYPACKAGES BECOME OBSOLETE

BUT GREAT BRANDS�����������

PRODUCTS LOSE THEIR RELEVANCE

Page 3: Branding vn-select-small

1900 1925 1950 2000➟ ➟ ➟ ➟

EXPERIEN��������

BENE

WHAT IT ISWHAT IT CES

WHAT YOU FEEL WHO YOU ARE

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branding evolved branding evolved

today ➟

DOESPLAY

PARTICI

PATION

WITH ME

FITS

Page 4: Branding vn-select-small

vs.

CASH

CONSISTENCY

CLUTTERATTENTION

ECONOMY

BRAND PROMISE

Brand´s value

BRAND REALITY

resides in thefuture

mainmainchallengeschallenges

LOSSOF CONTROL

PlaY

Page 5: Branding vn-select-small

BRICOLEURS �������STRATEGIST

➡ AGENCIES, “

➡ DESIGN,

➡ IMAGES

DELIVER, PROVIDE

„CREATIVES

& EXPERIENCES& LINKS

➡ PROVIDEROF RESOURCES

➡ PROFIT

➡ GOALS (CUSTOMER EQUITY)

DISTRIBUTION

➡ CONSUMER´SLIFESTYLE & MOTIVES

➡ HOW CONSUMERSPERCEIVE, LEARN,

DECIDE, PARTICIPATE& BUY

in brandingin brandingthree rolesthree roles

Page 6: Branding vn-select-small

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mediaSHERE

USAGE

sphere

SHOP WINDOWSUPERMARKET

public

SERVICESCAPE1way mediasocial media

privatesphere

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brandbrandSPACESSPACESthreethree

Page 7: Branding vn-select-small

brand

BRANDING

BRAND-KNOWLEDGE

BRAND-IDENTITY

threethreecomponentscomponents��������������

BRAND ARCHITECTUREBRAND EXPLOITATION

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Page 8: Branding vn-select-small

what is awhat is a „good“ brand management„good“ brand management

showsresults

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FOLLOWS

„STANDARDS“IS „STATE OF

THE aRT!����� ���

����

ISRESPONSIBLE

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Page 9: Branding vn-select-small

explicit MEMORY

>semantic>episodic

implicitMEMORY

ATTENTIONLEARNING

MEMORY OF THE

future

>derived

Page 10: Branding vn-select-small

bETTER nCRAFT MAN

ePLAYER

DIFFERENTMANAGER

POSITIONING CONCEPTINGIMPROVING

W

„positioning“ from 1.0 to 3.0„positioning“ from 1.0 to 3.0

Page 11: Branding vn-select-small

STAY RELEVANTALIGN RESOURCES, MARKET & TRENDS

brandbrandimperativesimperativesBE DIFFEENT

BE UNIQUE

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INCREASE B´EQUITY

DELIVERTHE PROMISE

BE A „GOOD“ PARTNER (SOCIETY)

Page 12: Branding vn-select-small

CEXCOnNEC

CULTURE�$&!�*��+����

!�# �#��*�!)��)'($"�&�,%�&��#��

���

GroupSit.

Customer

TION

threethreedimensionsdimensionsin brandin brand

deliverydelivery

Page 13: Branding vn-select-small

GLOBALBRANDS

BRANDADAPTATIONS

PLATFORM BRANDING

REGIONAL,

„���"�(-

„�$'"$%$!�(�'"-GOBAL SEGMENTS

qualitysignal global

mythCSR

Study by Holt et al.

55% GLOBAL CITIZENS23% GLOBAL DREAMERS

13% ANTIGLOBALS8% GLOBAL AGNOSTICS

international brand contextinternational brand context

$�$����$'�(�$#�#�����

LOCAL BRANDS

EXOTIC BRANDS