Vlerick Brand Community

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Build your Brand Brain!

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  • Attend our 'Brand cafés' that offer research results, book reviews, group interaction and business testimonials

  • Receive a quarterly 'branding inspiration report' that offers business relevant insights on a specific branding theme

  • Learn from our online 'branding resources platform' that keeps you up-to-date on branding trends

Vlerick Brand Community Info:

Vlerick Brand Community Content

Is it always best to target Loyal Customers?

Poster March 22th

Nowadays companies are increasingly embracing WOM marketing as part of their marketing strategy. These companies have to decide whether to target their loyal or non-loyal customers. A first article by Godes and Mayzlin (2009) discovered that marketing campaigns for products with low or moderate levels of awareness are best targeted at the non-loyal customers.

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Do Consumers love Consumer-Generated Advertising?

Posted March 5th

Two articles by Steyn et al. (2011) and Thompson and Malaviya (2011) examined the effect of consumer-generated ads on the ad recipient. Findings indicate that consumers are more critical towards advertisements if they know they are created by a consumer. However, if viewers of the ad know the ad is very popular of if they feel related to the ad creator, consumer-generated advertisements will enhance the persuasion of the ad.

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The Right Brand Architecture: Failures & Successes

Posted January 10th

Many companies have experimented with their brand architecture throughout history. Not all these shifts in brand architecture have been successes. In the case of Unilever, for example, evolving a House of Brands strategy (where the purchase decision and use experience is driven by the product brands) towards an Endorsed Brands strategy (where the product brands are endorsed by a master brand) resulted in some problems because of the inconsistency in communications about their different brands [...].

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Subliminal Advertising: When will it work?

Posted November 28th

Subliminal advertising has been a highly controversial topic. The question is: Does it work? Two articles by Verwijmeren et al. (2011) and Veltkamp et al. (2011) indicate that it works, but only under certain conditions. The findings suggest that the subliminal advertising of, for example a soda, will only increases the choice for that soda if people are thirsty and if the advertised soda isn’t habitually chosen. [...]

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Online Shopping & Multi-Sensorial Marketing: What brings the future?

Posted October 17th

Online shopping & multi-sensory marketing: how to reach the consumer’s five senses in a virtual world?  Recent research points to the fact that the internet presents some retailing challenges due to its limited capacity to allow the consumer full multisensory input. Phillips et al. (1997) found that one deterrence to consumers’ use of the Internet for product purchase was the lack of a range of sensory experiences linked to this medium. Intuitively, it has been suggested that goods requiring multisensory input in reaching product choice decisions will be less likely to be purchased over the Internet.

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Current members:

Brand Café topics starting 3.30 pm - 6.30 pm at our Ghent Campus

Branding & Innovation
How can brands increase innovation success?

18 January 2010

Branding in a Global Context
How to manage your brand across boundaries?

29 March 2010

Managing Brand Overload
How to cut with your brand through the clutter?

28 June 2010

Branding in the Digital Age
Need for a new branding model?

11 October 2010

Branding & Psychology
How to approach irrational consumer minds?

17 January 2011

Brand Stretching
How to engage in co-branding & Brand extensions?

28 March 2011

KPI's & Brand Equity
Which metrics are needed to measure your brand's health?

20 June 2011

Sensory Marketing
How to attract your customers in a multi-sensorial way?

10 October 2011

Brand Architecture
How to organize your brands in B2B & B2C

16 January 2012

Brand Marketing in the 21st Century

Which type of brand messages lead to positive word-of-mouth?

26 March 2012

Experience Branding
How to make the difference at each point-of-contact?

18 June 2012

Branding & Consumer Behaviour
Why do consumers buy what, and for which reasons?

1 October 2012

Knowledge and research within this domain