Introduction Part I Assignment/Exam Branding & Consumption - Senior Lecturer Lena Hansson
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Introduction Part I Assignment/Exam
Branding & Consumption
Senior Lecturer Lena Hansson, lena.hansson@gu.se
2020-01-23
”Brand society” by Martin Kornberger ØDifferent perspectives of brand and branding ØUnderlying structures of brand power ØNew way of thinking about organization and markets and how production and consumption are managed 2020-01-23
Making sense of brands: The brand box ØBrands as managerial tool • Management is the driver of branding • The brand is owned and controlled by the corporation • Establish a brand nurturing structure and culture • Establish brand equity: Brand awareness, Loyalty, Perceived quality & Brand associations 2020-01-23
Managing Brand Equity (Source: Aaker, 1991)
Making sense of brands: The brand box ØBrands as managerial tool üA strategic tool for the organization üBlind to the social construction and consumption of brands 2020-01-23
Making sense of brands: The brand box ØBrands as corporate catalysts • The brand is the central, integrative function that manages the entire corporation • Shift in focus due to differentiation, homogenization and imitation 2020-01-23
Unilever – from multibrands to corporate brand
Lena Hansson 2020-01-23
Making sense of brands: The brand box ØBrands as corporate catalysts • Puts the brand on the agenda of CEOs and boards • Important to understand the symbolic nature of the corporate brand The brand is ”symbolically created through acts of interpretation that occur throughout the population of stakeholders who keep it alive by producting, reproducing, and sometimes changing its social and cultural meaning” (Hatch & Schultz, 2008) 2020-01-23
Corporate branding
The corporate brand is made up of four distinctive elements:
1. Strategic vision – expresses top management’s
aspiration for the organization
2. Organizational culture – expresses how employees
enact values, beliefs and basic assumptions
3. Stakeholder images – developed by outsiders, including
customers, media and others
4. Brand identity – emerges as a reflection of how the
organization perceives itself
2020-01-23Corporate branding üValues of the corporate brand must resonate with the organizations values-in-use or their actual identity üThe company should build on the cultural values that produce the symbolic meaning of the organisation to create an authentic corporate brand üOrganisational members are important contributors to the creation of corporate brand value 2020-01-23
The story of British Airways – re-positioning of a brand
• British Airways was privatised in early 1987
• BA then stood for ”bloody awful”
• A repositioning of the company – idea of ”the world’s
faviourite airline”
(Hatch & Schultz, 2001)• Mid-1990s – shifting customer base
• Turning to the global market
• New visual identity
2020-01-23• Culture of traditional British-ness – Inside the airplanes – Outside Britain – At home • Following the launch of the new look – cost cuts • British Airways caught between traditionalism and the global diversity 2020-01-23
Why the re-branding failed 1. BA’s culture did not support its vision 2. The images key stakeholders associated with BA were not in line with the airline’s new global vision 3. A contradiction between the culture and the image 2020-01-23
Making sense of brands: The brand box ØBrands as corporate catalysts üIt is the relationship between vision, culture and images, not the elements themselves (on their own) that determine the success of corporate branding efforts. üWhat the corporate branding perspective does not take into account is how consumers make sense of the brand. 2020-01-23
Making sense of brands: The brand box ØBrand as sign • Gives agency to the brand • From product-commodity to brand – a semiotic transformation • As symbols brands create meaning that structures our world • Society needs to be read and interpreted • Brand as signs do not operate independently from each other • An outside in view, taking on the consumer’s perspective
2020-01-23
Brand Tattoos
Brands as cultural resources
Source:
http://tattooedamerica.files.wordpress.com/2011
/10/back-tattooapple.jpgDr/Doc Martens – Brand as sign Identity expression Sub-culture Source: http://colonelkurtz Source: vintage.files.wordpress.co http://news.bbcimg.co.uk/media/images/ m/2013/03/dr_martens_bo 71502000/jpg/_71502673_skinhead- ots.jpg generic_getty.jpg 2020-01-23
Dr/Doc Martens – Brand as sign
Source:http://www.cvltnation.com/wp- Source:http://zincboutique.files.wordpress.com/2011/0
content/uploads/2011/11/punks460.png 5/trend-alert-dr-martens-ashlee-simpson-drew-
barrymore-roberts-dakota-fanning.jpg
2020-01-23Making sense of brands: The brand box ØBrands as media • From a consumer society perspective • Institutionalized structures linking society, organizations and individuals 2020-01-23
Making sense of brands: The brand box ØBrands as media Brand is not a commodity Brand is “a complex object”, an object that is performative, distributed, and relational (Lury, 2004) Inspired by Actor Network Theory (ANT) by Callon and Latour Brand as an interface – organises the activities of the market
Making sense of brands: The brand box ØBrands as media A social currency – reintroduce a sense of quality and meaning into exchange Brands are a medium for communication with which markets are organized through values and meaning The value of brands are based on values, commitment and forms of community sustained by consumers (Arvidsson 2005)
Making sense of brands: The brand box ØBrands as media A social currency – reintroduce a sense of quality and meaning into exchange Brands are a medium for communication with which markets are organized through values and meaning The value of brands are based on values, commitment and forms of community sustained by consumers (Arvidsson 2005)
Starbucks – Co-creation and Innovation My Starbucks Idea
Starbucks values ”With our partners, our coffee and our customers at our core, we live these values: Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status quo and finding new ways to grow our company and each other.” https://www.starbucks.com/about- us/company-information/mission-statement
The Body Shop – Network of shareholders https://www.clicksgroup.co.za/corporate- sustainability/body-shop.html
Making sense of brands: The brand box
• The two perspectives in the higher part of the brand-box
both have a focus on management but with some different
views.
• The two perspectives in the lower part of the brand-box
has society and consumption as its starting point for
analysis of brands. More critical view of branding.
• Share some similarities and some differences.Making sense of brands: The brand box
• The two perspectives in the higher part of the brand-box
both have a focus on management but with some different
views.
• The two perspectives in the lower part of the brand-box
has society and consumption as its starting point for
analysis of brands. More critical view of branding.
• Share some similarities and some differences.Part I Assignment/Exam (20p) Read Part I (ch. 1-3) in the course book “Brand Society” and the articles related to the lecture “Brand strategy and brand orientation”. In the course literature you find different ways of making sense of brands and branding. Pick a brand of your own choosing (not from the literature) and use it to describe and discuss two different perspectives of how brands and branding can be understood and used in today’s society. You find the assignment and detailed instructions on Canvas! Upload your assignment on Canvas Feb 7 at 10 am at the latest! 2020-01-23
The seminars – mandatory üSeminar groups üDiscuss the book parts and the assignments subjects üAim to deepen your understanding of branding and consumption by sharing your learning with your fellow students üActive participation in the discussions 2020-01-23
Part I Seminar Feb 7
Time Room Group Seminar leader
10.15-11.15 C32 1 Lena Hansson
2
3
4
5
11.45-12.45 C32 6 Lena Hansson
7
8
9
10
Ø Upload your Part I Assignment/exam on Canvas no later than 10 am on February 7!
Ø
2020-01-23 Note that the seminar starts at the exact time stated. Don’t be late!Lecturers and seminar leaders –
Individual assignments II & III
Robin Bankel Cecilia Solér
Part III
2020-01-23 Part IITheoretical part – individual assignments/exam • Divided into 3 parts - Part I-III Assignment/Exam • Related to the course book • Introduction lectures to each part assignment • Written essays – each max1500 words • Upload on Canvas before the seminars • Participate and discuss each part in groups at mandatory seminars • Seminar group lists will be published on Canvas before the first seminar 2020-01-23
Examination Individual assignments (60p in total) oThe individual assignment is divided into three parts and include writing three essays (20p each). o Participate and discuss the relation between branding and consumption in society in mandatory group seminars connected to each part and assignment. ØThe individual assignments examines the ability to use a scientific approach to “describe and critically evaluate the relation between branding and consumption in society”. Examination of Intended learning outcome 1 Grades: Pass with Distinction (45p), Pass (30p) and Fail (
Grading The maximum score is 60 points, i.e., 20 points for each assignment. The grading of your assignments will be based on: ²Theoretical awareness ²Ability to use the literature ²Critical reflection ²The logic and the line of argument in your answers 2020-01-23
Schedule and information ØUpdates and additional information will be posted on Canvas (canvas.gu.se) – Check it up regularly! ØCourse coordinator: Lena Hansson (lena.hansson@gu.se ) ØAdministrative coordinator: Nathalie Johansson, nathalie.johansson@gs.gu.se at GS (Graduate School) https://canvas.gu.se/courses/31291/modul es/items/86472 2020-01-23
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