Branding & de 7 Approaches HD Alumni, 4. september 2019 Copenhagen Business School Mogens Bjerre

AMA’s definition of brand ”A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers and to differentiate those goods or services from those of competitors” (AMA definition, Hanby 1999, p. 1)

Brand vs. Branding Branding Products Events Sponsors Partners Customer Donors Employees

Branding over the course of time

The 7 Brand Approaches, is an attempt to create an overview over the developments within the concept of branding… Brand management teaching book Tilde Heding, Charlotte Knudtzen & Mogens Bjerre, Routledge (UK) December 2008, reprintet 2009, and again in 2015 A completely new, paradigm based analysis the branding literature

The 7 approaches are recognizable in 3 waves, having a different way of explaining successful branding Sender defined branding Economic Identity Consumer based branding Consumer based Personality Relationship Context based branding Community Cultural

’A set of assumptions’ The company The consumer (customer) New trajectory

1980-1995 ’Identity Approach’ A Foundation for the BRAND E.g. The Marketing Mix – or Brand Identity

1995-2000 ’Dialogue Approach’ Relevant dialogue between the BRAND and the consumer / customer E.g. Brand as a person / relationship partner

2001 -> ’Community Approach’ ’Cultural Approach’ Relevant input from consumers / customers to the BRAND Consumers interpret.. And re-interpret.. And...