Cem samenvatting - Belangrijke theorieën en inzichten ..............

Cem samenvatting Amy Franken

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INHOUDSOPGAVE

Customer Experience Management ............................................................................................... 5 Belangrijke theorieën en inzichten .................................................................................................... 5 Trends in de netwerksamenleving ..................................................................................................... 6 Positionering ................................................................................................................................... 6 Customer Experience Management (CEM) ................................................................................... 6 Week 1. 8 Wat is een sterk merk? .................................................................................................. 8 Modellen voor merkwaardering en positionering ............................................................................... 8

• MDC-model (Riezebos & Van der Grinten) .................................................................................. 8
• CBBE-model (Customer-Based Brand Equity van Keller) ............................................................ 9

Merkevolutie en Meerwaarde ........................................................................................................... 9 Modellen voor merkpersoonlijkheid ................................................................................................. 10

• Brand Personality Model (Jennifer Aaker, 1997) ........................................................................ 10
• Merk als Mens ........................................................................................................................ 10
• Archetypen (Carl Jung, 1959) ................................................................................................... 11

Strategische toepassing van merkpersoonlijkheid ............................................................................ 12 Week 1.9 Waarde Propositie Canvas (WPC) .................................................................................. 13 De Fit: ............................................................................................................................................ 14 Doelgroepanalyse .......................................................................................................................... 14 Het Business Model Canvas ............................................................................................................ 15 Mogelijke fouten bij het gebruik van WPC ......................................................................................... 15 Methoden voor Doelgroeponderzoek ............................................................................................... 15 Week 1.10 Concurrentie en Doelgroepanalyse .............................................................................. 16 Concurrentieanalyse vs. Concurrentenanalyse ................................................................................ 16 Points of Parity (POP) & Points of Difference (POD) ........................................................................... 16 Fanpiramide (Wil Michels, 2020) ..................................................................................................... 16 Hulpmiddelen bij analyse: .............................................................................................................. 17 Positionering en Profilering ............................................................................................................. 17 Pine & Gilmore Experience Model .................................................................................................... 18 2 / 4

3 Week 2.1 Positioneren ................................................................................................................. 19 14 Positioneringsgrondslagen (Riezebos en van der Grinten, 2022) ................................................... 19 Positioneringsstatement ................................................................................................................. 20 Tools voor Inzicht en Strategie ......................................................................................................... 20 Voorbeelden van Positionering ................................................................................................... 20 Positionering Vertalen naar Creatief Concept ................................................................................... 21 Positioneren en Merkconceptontwikkeling ....................................................................................... 21 Positionering naar Concept ............................................................................................................. 21 Inzichten als Basis ...................................................................................................................... 21 Visuele Merkidentiteit ..................................................................................................................... 22 Brandstory ..................................................................................................................................... 22 Van Positionering naar Creatief Concept ......................................................................................... 22 Week 2.3 Profilering en Merkcommunicatie .................................................................................. 23 Doelen Stellen ................................................................................................................................ 23 Message House .............................................................................................................................. 23 Customer Journey .......................................................................................................................... 24 Community en Co-creatie ............................................................................................................... 24 Brandbook ..................................................................................................................................... 25 Brandbook ................................................................................................................................ 25 Inhoud van een Brandbook ............................................................................................................. 25 Verschil met Verantwoordingsdocument ......................................................................................... 26 Week 2.4 Brand Activation en Contentstrategie ............................................................................ 27 Contentstrategie ............................................................................................................................ 27 Psychologische Modellen voor Gedragsverandering ......................................................................... 28 Content Evaluatie ........................................................................................................................... 28 Praktische Toepassingen ................................................................................................................ 28 Brand Activation en Brand Story Video ............................................................................................. 29 Brand Story Video ..................................................................................................................... 29 Tools voor Videoproductie ......................................................................................................... 29 3 / 4

4 Contentstrategie en Customer Journey ............................................................................................ 30 Week 2.5 Implementatie, Draagvlak, Accountability en Ethiek ...................................................... 31 Draagvlak Creëren .......................................................................................................................... 31 Accountability ................................................................................................................................ 32 Ethiek ............................................................................................................................................ 32 Cialdini’s Beïnvloedingsprincipes .................................................................................................... 33 Week 2.6 Adviesgesprek: Doel en Opbouw ................................................................................... 34 Overtuigingskracht: Argumenteren en Drogredenen ................................................................... 34 Overtuigen: Ethos, Pathos, Logos ............................................................................................... 35 Omgaan met Weerstand ............................................................................................................. 35 Veelvoorkomende Valkuilen ....................................................................................................... 35

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