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Brand identity & Positioning
Transcript of Brand identity & Positioning
Herrmann, A., & Huber, F. (2000)
Old-school KLM advertisement
KLM's Current Positioning
KLM 'Wereld deal weken'
Make your own matrix!
Jowitt, H., & Lury, G. (2012)
Is it time to reposition positioning?
What is wrong with the traditional brand positioning models
‘’One brand, one product’’
Positioning is proposition development
Consumer is king
consumer doesn’t always know best
ignores internal stakeholders
The long term alternative
The two-part framework
Separation of philosophy and go-to-market propositions
Fundamental beliefs and principles
Brand personality, attitude and culture
A brand can have multiple propositions across products and services, without changing the philosophy
Customer is king
‘’Two years ago we started a ‘customer journey’. Since then, at the
heart of all innovations that have been introduced is ‘customer experience
- Joris Holtus, Director Product Strategy at KLM Royal Dutch Airlines, 2011 -
Value-oriented brand positioning.
- the place a product occupies in a given market
- an individual forms a conception of the suitability of the commodity (unspecified product) in question (means) for fulfilling a specific want (end)
Attributes, Utility components and Individual values
Virgin America - fun
Air New Zealand - Ambassadors of New Zealand
Difference between competitors?
These commercials are brand oriented, and KLM is customer oriented!
Which is more effective,
Brand oriented or customer oriented?
Thank you for flying KLM
Welcome to our presentation
Kinyi, Miguel, Mariëtte, Sara & Eleanor
Article 1: Herrmann, A., & Huber, F. (2000)
Current Positioning KLM
Article 2: Jowitt, H., & Lury, G. (2012)
Video 3 & 4