15-Brand-Management-04-02-02

©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.1®CrisisPreventionbyReputationandBrandManagement15thSession:02.02.2004Univ.-Prof.Dr.ChristophBurmannDipl.-Kfm.LarsE.Blinda,M.A.UniversityofBremenChairofBusinessEconomicsandInnovativeBrandManagement©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.2®1.StrategicBrandManagementSituationanalysis:-Needs-CognitiveMap(Positioning)-BrandTouchPoints-SWOT-Legal,economic,societalenvironment,etc.Brandidentity:-BrandHeritage-Organ.Capabilities-BrandVision-Corebrandvalues-BrandPersonalityBrandarchitctureDynamicBrandDevelopmentBrand-organization3.Brand-ControllingBrandScorecardBrandperformanceIdentity-basedbrandmanagementprocessDynamicFit-Management2.OperativesBrandManagementBrandproducts/servicesBrandpricingBrandcommunicationBranddistributionLegalbrandprotection„Static“Fit-Management©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.3®Identity-basedBrandManagement:TheBasicModelFunctionalBrandBenefitBrand-attributesSymbolicbrandbenefit(meaning)BrandawarnessBrandheritageCoreorganizationalbrandcapabilitiesBrandvisionCorebrandvaluesBrandpersonalityInternaltargetgroupsExternaltargetgroupsBrandIdentityBrandImageFeedback:known,credibleandrelevanttothetargetgroupPositioning:BrandpromiseBrand-Customer-Relationship©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.4®BrandPersonality:AnaisAnais©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.5®BrandPersonality:AnaisAnais©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.6®BrandPersonality:Nemo©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.7®BrandPersonality:Nemo©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.8®BrandPersonality:Noa©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.9®Establishingacommon„standardized“viewofthebrandwithinallrelevantstakeholdergroups(buyers,dealers,shareholder,supplier,governmentalauthorities,etc.)BrandIdentityBrandImageIdentity-basedbrandmanagement:CoreTask©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.10®TargetRealTargetRealIdentity-basedbrandmanagement:TheGAP-Analysis(1)Brand-IdentityBrand-ImageGAP1PerformancegapGAP3CommunicationgapGAP4IdentificationgapGAP2PerceptiongapInternaltargetgroupsExternaltargetgroups©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.11®CrisisPreventionbyReputationandBrandManagement15thSession:02.02.2004Univ.-Prof.Dr.ChristophBurmannDipl.-Kfm.LarsE.Blinda,M.A.UniversityofBremenChairofBusinessEconomicsandInnovativeBrandManagement©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.12®BrandArchitecturExample:Bertelsmann(Selection)©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.13®Consumers/CustomersShare-holdersEmplo-yeesBanksSuppliersManagersLabormarketLong-termexistenceoftheenterpriseE.g.:SatisfactoryProductperformanceE.g.:Long-termGrowthoftheShare-holdervalueE.g.:StrongCreditstandig(rating)E.g.:Long-termsolvency,shortperiodsofpaymentE.g.:Highbonusses,highgrowthratesE.g.:Employmentsecurity,attractivewagesandpersonaldevelopmentE.g.:CareerDevelop-mentprogram,friendlycuiltureBrandArchitecture:Differenttargetgroups©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandManagement,14.Session,26.1.2004,ChartNr.14®OrganizationalArchitecture(hierarchy)BrandArchitectureCorporateheadquarterStrategicBusinessUnits(SBU`s)ProductsandServicesBrandArchitecture:BasicsFirms©Univ.-Prof.Dr.ChristophBurmann,LiMLehrstuhlfürinnovativesMarkenmanagement,UniversitätBremen®CrisisPreventionbyReputationandBrandMan