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

2. 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)

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

4. Branding over the course of time

5. 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

6. 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

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

9. 1980-1995 ’Identity Approach’ A Foundation for the BRAND
E.g. The Marketing Mix – or Brand Identity

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

11. 2001 -> ’Community Approach’ ’Cultural Approach’
Relevant input from
consumers / customers to the BRAND
Consumers interpret.. And re-interpret.. And...