BRAND MANAGEMENT
INHOUDSOPGAVE
chapter 3: how to build and manage strong brands .............................................................................. 4
summary of this chapter .....................................................................................................................4
3.1 Understanding the brand environment: the active consumer ..............................................................4
3.2 brand positioning..........................................................................................................................6
3.4: how to build and manage strong brands? ..................................................................................... 14
chapter 4: brand portfolio management ............................................................................................24
leveraging associations ..................................................................................................................... 25
leveraging associations: people.......................................................................................................... 27
how elon musk’s tweets move the stock market ................................................................................... 28
leveraging associations: things .......................................................................................................... 28
leveraging associations: places .......................................................................................................... 29
leveraging associations: other brands ................................................................................................. 29
4.3 brand alliance strategies .............................................................................................................. 38
4.4 the financial brand architecture .................................................................................................... 42
chapter 5: retail branding ................................................................................................................50
relevance of brands for retailers ......................................................................................................... 50
metro group (german retail company) brand architecture ..................................................................... 50
retailers and national brand manufacturers: a matter of coopetition? ..................................................... 50
what are private labels? .................................................................................................................... 50
private label volume share by country in 2023 vs 2015 .......................................................................... 51
the state of retailing in europe 2025 (1) .............................................................................................. 51
the state of retailing in europe 2025 (2) .............................................................................................. 51
the state of retailing in europe 2025 (3) .............................................................................................. 52
private label share across the world ................................................................................................... 52
private labels gain particularly during economic contractions ................................................................ 52
how retailers mark their private label products .................................................................................... 53
examples of store-banner branding (“explicit link”) and stand-alone branding (“no link”) .......................... 53
why retailers offer private label products ............................................................................................ 53
, the relationship between pl share and store brand loyalty ..................................................................... 53
why retailers offer private label products ............................................................................................ 54
are pl buyers more profitable? ........................................................................................................... 54
who produces private labels? ............................................................................................................. 55
how consumers perceive private labels ............................................................................................... 55
willingness to pay a price premium and pl share around the world .......................................................... 55
different types of private labels .......................................................................................................... 56
different types of private labels (cont.) ................................................................................................ 56
price-quality positioning: attack weak national brands .......................................................................... 56
how does the entry of organic specialist stores affect the category performance of incumbent stores? (1) ... 57
how does the entry of organic specialist stores affect the category performance of incumbent stores?( 2) ... 57
how does the entry of organic specialist stores affect the category performance of incumbent stores (3) ..... 57
how does the entry of organic specialist stores affect the category performance of incumbent stores? (4) ... 57
chapter 6: emerging topics in brand management ...............................................................................58
some key terms for this chapter (1)..................................................................................................... 58
nike’s purpose website ...................................................................................................................... 58
abinbev’s purpose website ................................................................................................................ 58
the shift from shareholder to stakeholder value ................................................................................... 59
… and its reversal in 2024 and 2025 .................................................................................................... 59
study: the impact of corporate social responsibility on brand sales: an accountability perspective ............... 59
study: corporate sociopolitical activism and firm value .......................................................................... 60
the war in ukraine as a special csa event: what drives firms to react to the war? ...................................... 63
the commercial consequences of collective layoffs: close the plant, lose the brand? (from the prof)............. 64
6.2 Brands and personal wellbeing .................................................................................................. 65
study 3: improvised marketin interventions in social media ............................................................... 70
intermezzo: nike vs adidas .............................................................................................................. 72
6.3 Brands, social media and influencer marketing ........................................................................... 72
6.4 brands and ai ............................................................................................................................ 78
6.5 brands and emerging markets .................................................................................................... 83
Guest lecture 1: flossback von storch ...........................................................................................85
origin ............................................................................................................................................. 85
1 How other perceive the company .................................................................................................. 85
why are brands relevant for investment decicions? ........................................................................... 85
Guest Lecture 2: the digital fog (janne beke) ......................................................................................86
, The digital fog ................................................................................................................................. 86
Guest lecture 3: self branding – nini ..............................................................................................87
7 of the biggest trends in the digital world ......................................................................................... 87
, CHAPTER 3: HOW TO BUILD AND MANAGE STRONG BRANDS
SUMMARY OF THIS CHAPTER
3.1 UNDERSTANDING THE BRAND ENVIRONMENT: THE ACTIVE CONSUMER
THE NEW ROLE OF THE CUSTOMER
notities: Je zou kunnen zeggen dat de
consument een actievere rol speelt. Er zijn
talloze nieuwe manieren om met elkaar te
communiceren. Maar je kunt gemakkelijk
klagen over bedrijven. Sociale media is de
brede term die hier een rol speelt. We maken hier volop gebruik van door bijvoorbeeld reacties te plaatsen.
Over het algemeen heeft de consument een sterkere positie dan een paar jaar geleden.
MOVING FROM BOWLING TO PINBALL
Notities: Henning deed hier een uitspraak over. De
professor vindt dit een zeer goede metafoor. Neem
bowlen: als je de bal goed raakt, vallen de pinnen om.
Met de flipper is het onzeker waar de bal heen gaat,
dus je hebt wel enige zekerheid/inzicht in hoe het
effect eruit zal zien, maar in veel gevallen ontbreekt
het aan inzicht in hoe je consumenten reageren op je
activiteiten.
Notities: In deze studie kwamen ze met dit raamwerk. Je hebt een bedrijf dat iets doet en de klant
reageert, en daartussenin hebben we marketingacties. Het bedrijf investeert in de marketingacties en de
uitkomst van de relatie, en C is de reactie van de klant. De uiteindelijke vraag is dus of de klant klant blijft
en hoeveel het bedrijf in de klant gaat investeren. Gebruik of hedonisme, hedonisme is zelfexpressie. We
hebben twee soorten media: nieuwe media, bijvoorbeeld informatie en diensten. Qua technologieën
hebben we allerlei verschillende soorten, zoals zoekrobots en winkelrobots... Dan hebben we de relaties
tussen het bedrijf en het merk. Traditionele media en nieuwe media, en de klant en het bedrijf. Er zijn
lineaire relaties tussen het bedrijf en de klant, zoals A/B. Andere consumenten, en ook anderen die een
INHOUDSOPGAVE
chapter 3: how to build and manage strong brands .............................................................................. 4
summary of this chapter .....................................................................................................................4
3.1 Understanding the brand environment: the active consumer ..............................................................4
3.2 brand positioning..........................................................................................................................6
3.4: how to build and manage strong brands? ..................................................................................... 14
chapter 4: brand portfolio management ............................................................................................24
leveraging associations ..................................................................................................................... 25
leveraging associations: people.......................................................................................................... 27
how elon musk’s tweets move the stock market ................................................................................... 28
leveraging associations: things .......................................................................................................... 28
leveraging associations: places .......................................................................................................... 29
leveraging associations: other brands ................................................................................................. 29
4.3 brand alliance strategies .............................................................................................................. 38
4.4 the financial brand architecture .................................................................................................... 42
chapter 5: retail branding ................................................................................................................50
relevance of brands for retailers ......................................................................................................... 50
metro group (german retail company) brand architecture ..................................................................... 50
retailers and national brand manufacturers: a matter of coopetition? ..................................................... 50
what are private labels? .................................................................................................................... 50
private label volume share by country in 2023 vs 2015 .......................................................................... 51
the state of retailing in europe 2025 (1) .............................................................................................. 51
the state of retailing in europe 2025 (2) .............................................................................................. 51
the state of retailing in europe 2025 (3) .............................................................................................. 52
private label share across the world ................................................................................................... 52
private labels gain particularly during economic contractions ................................................................ 52
how retailers mark their private label products .................................................................................... 53
examples of store-banner branding (“explicit link”) and stand-alone branding (“no link”) .......................... 53
why retailers offer private label products ............................................................................................ 53
, the relationship between pl share and store brand loyalty ..................................................................... 53
why retailers offer private label products ............................................................................................ 54
are pl buyers more profitable? ........................................................................................................... 54
who produces private labels? ............................................................................................................. 55
how consumers perceive private labels ............................................................................................... 55
willingness to pay a price premium and pl share around the world .......................................................... 55
different types of private labels .......................................................................................................... 56
different types of private labels (cont.) ................................................................................................ 56
price-quality positioning: attack weak national brands .......................................................................... 56
how does the entry of organic specialist stores affect the category performance of incumbent stores? (1) ... 57
how does the entry of organic specialist stores affect the category performance of incumbent stores?( 2) ... 57
how does the entry of organic specialist stores affect the category performance of incumbent stores (3) ..... 57
how does the entry of organic specialist stores affect the category performance of incumbent stores? (4) ... 57
chapter 6: emerging topics in brand management ...............................................................................58
some key terms for this chapter (1)..................................................................................................... 58
nike’s purpose website ...................................................................................................................... 58
abinbev’s purpose website ................................................................................................................ 58
the shift from shareholder to stakeholder value ................................................................................... 59
… and its reversal in 2024 and 2025 .................................................................................................... 59
study: the impact of corporate social responsibility on brand sales: an accountability perspective ............... 59
study: corporate sociopolitical activism and firm value .......................................................................... 60
the war in ukraine as a special csa event: what drives firms to react to the war? ...................................... 63
the commercial consequences of collective layoffs: close the plant, lose the brand? (from the prof)............. 64
6.2 Brands and personal wellbeing .................................................................................................. 65
study 3: improvised marketin interventions in social media ............................................................... 70
intermezzo: nike vs adidas .............................................................................................................. 72
6.3 Brands, social media and influencer marketing ........................................................................... 72
6.4 brands and ai ............................................................................................................................ 78
6.5 brands and emerging markets .................................................................................................... 83
Guest lecture 1: flossback von storch ...........................................................................................85
origin ............................................................................................................................................. 85
1 How other perceive the company .................................................................................................. 85
why are brands relevant for investment decicions? ........................................................................... 85
Guest Lecture 2: the digital fog (janne beke) ......................................................................................86
, The digital fog ................................................................................................................................. 86
Guest lecture 3: self branding – nini ..............................................................................................87
7 of the biggest trends in the digital world ......................................................................................... 87
, CHAPTER 3: HOW TO BUILD AND MANAGE STRONG BRANDS
SUMMARY OF THIS CHAPTER
3.1 UNDERSTANDING THE BRAND ENVIRONMENT: THE ACTIVE CONSUMER
THE NEW ROLE OF THE CUSTOMER
notities: Je zou kunnen zeggen dat de
consument een actievere rol speelt. Er zijn
talloze nieuwe manieren om met elkaar te
communiceren. Maar je kunt gemakkelijk
klagen over bedrijven. Sociale media is de
brede term die hier een rol speelt. We maken hier volop gebruik van door bijvoorbeeld reacties te plaatsen.
Over het algemeen heeft de consument een sterkere positie dan een paar jaar geleden.
MOVING FROM BOWLING TO PINBALL
Notities: Henning deed hier een uitspraak over. De
professor vindt dit een zeer goede metafoor. Neem
bowlen: als je de bal goed raakt, vallen de pinnen om.
Met de flipper is het onzeker waar de bal heen gaat,
dus je hebt wel enige zekerheid/inzicht in hoe het
effect eruit zal zien, maar in veel gevallen ontbreekt
het aan inzicht in hoe je consumenten reageren op je
activiteiten.
Notities: In deze studie kwamen ze met dit raamwerk. Je hebt een bedrijf dat iets doet en de klant
reageert, en daartussenin hebben we marketingacties. Het bedrijf investeert in de marketingacties en de
uitkomst van de relatie, en C is de reactie van de klant. De uiteindelijke vraag is dus of de klant klant blijft
en hoeveel het bedrijf in de klant gaat investeren. Gebruik of hedonisme, hedonisme is zelfexpressie. We
hebben twee soorten media: nieuwe media, bijvoorbeeld informatie en diensten. Qua technologieën
hebben we allerlei verschillende soorten, zoals zoekrobots en winkelrobots... Dan hebben we de relaties
tussen het bedrijf en het merk. Traditionele media en nieuwe media, en de klant en het bedrijf. Er zijn
lineaire relaties tussen het bedrijf en de klant, zoals A/B. Andere consumenten, en ook anderen die een
