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Naar een merk-waardige klantbeleving

Zowel in de marketingtheorie als in de praktijk is er veel aandacht voor zowel klantbeleving als voor merkbeleving. Vreemd genoeg is er onvoldoende afstemming tussen beide. Zo houden experiencespecialisten en accountmanagers zich niet bezig met merkwaarden, en houden brandmanagers en CMO’s (Chief Marketing Officers) zich vooral bezig met campagnes en conversie. Zo valt ook waar te nemen dat de sterk toenemende digitale communicatie via apps, websites en standaard platforms als LinkedIn steeds meer eenheidsworst wordt. Gevolg is dat klanten vaak niet een ‘merk-waardige’ beleving hebben. Het onderscheidend vermogen van merken en daarmee de kans om klantentrouw te realiseren komt hierdoor in gevaar. In dit artikel schetsen we eerst de problemen vanuit de theorie en de praktijk en presenteren dan oplossingen.

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Brand positioning

This book contains a framework for setting up a brand positioning.

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Merkpositionering

Dit boek biedt een op theorie gebaseerde handleiding over het kiezen en het formuleren van de positionering van een merk. Het omhelst recentelijke academische inzichten op het gebied van branding, met een extra focus op values.

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Merk opbouwen met en voor stakeholders

Een case van kleine ondernemers, hun organisatiemerken, en grote stakeholderbetrokkenheid.

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Marketing for humans’ sake (Deel 3)

In de transformationele economie staat de mens in meerdere rollen in contact met de organisatie. Zoals de rol van medewerker, content-producent, kennisbron, leverancier, buurtbewoner, investeerder of lid van een kritische samenleving. Waar vroeger vooral aandeelhouders en journalisten interesse toonden, vragen nu ook klanten, burgers en samenlevingen om informatie, openheid, betrokkenheid en oprechtheid, en plaatsen ze publiekelijk vraagtekens bij de relevantie en het bestaansrecht van organisaties die ‘het fout doen’ in de publieke opinie.

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The value compass

In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new perspective to marketing science, by proposing a system of brand values that takes into account the developments in values theory. Values were tested in a number of rounds among a total of more than 3,000 respondents in the Netherlands and several other countries including Germany, Italy, and China.In this study, values that motivate consumer behavior were demonstrated to relate to each other as a consistent value system, labelled here as the Value Compass. We showed that the values with which brands profile themselves can be organized according to a similar structure as the human value system, which opens additional insights into the use of values to position brands, or to predict brand choice. The cross-cultural validation included in this book showed a high degree of equivalence of the Value Compass. This validation provided insight in the cross-cultural similarities in the structure of the value system, but it also emphasized the cross-cultural differences in priorities that individuals attach to certain values.

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It takes time to tango: The relative importance of values versus traits in consumer brand relationships

Brand managers have several options in their quest to connect their brands with consumers.They may stress functional brand attributes and benefits, their brand's personalitytraits, or their brand's values (the human values attached to the brand). Which of these is most important to consumers is an open question, however. This article proposes that values may take on increased importance over time, as long‐term relationships (in general) require more than just getting the job done (functional aspect) or a sense of recognition (trait correspondence). What is required most of all is a correspondence between long‐term objectives and goals in life. Values are arguably the most relevant factor in longer relationships. An experiment was put together to determine if this is indeed the case. The results of our study suggest that values are indeed considered more important than traits in the case of longer relationships and that this is particularly true with decisions regarding prospective relationships and in the case of services

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Branding trends in Asian markets

This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in the field of branding that have occurred in different Asian markets at different times. For example, the development of branding as a management strategy followed benefit-driven product management in both Japan and South Korea some decades ago. This development can now be witnessed in selected industries in China. Whether or not other Asian nations show similar developments (e.g. Indonesia) would be a topic for further investigation. Nevertheless, the following four Asian branding trends serve as the main outcomes of this research: extending the corporate brand into new fields of business, extending the corporate brand into diverse product categories, acquisition of Western brands by Asian investors and top-management support in brand building.

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Co-creating fashion spaces

Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345

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Products 44

Naar een merk-waardige klantbeleving

Brand positioning

Merkpositionering

Merk opbouwen met en voor stakeholders

Marketing for humans’ sake (Deel 3)

The value compass

It takes time to tango: The relative importance of values versus traits in consumer brand relationships

Branding trends in Asian markets

Co-creating fashion spaces

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Products 44

Naar een merk-waardige klantbeleving

Brand positioning

Merkpositionering

Merk opbouwen met en voor stakeholders

Marketing for humans’ sake (Deel 3)

The value compass

It takes time to tango: The relative importance of values versus traits in consumer brand relationships

Branding trends in Asian markets

Co-creating fashion spaces