Lecture 8 tomtom Flashcards
what is a brand in consumers’ minds
cluster of associations
what are strategies for change
revitalize
reposition
rebrand
what is revitalize
execution changes
what is reposition
the position of the brand changes (3Qs)
what is rebrand
position and execution changes
how to revitalize
laddering, increase level of abstraction to build resonance
how does laddering work
attributes -> benefits -> abstract motivations
what question do we ask when laddering
why do we care
what is the volve laddering example
3 point seatbelt -> more safety -> protect your loved ones -> friends and family
What is laddering in the case of tomtom
get people from A to B -> empower people with knowledge they need -> to make smarter decisions -> to move towards their goal
what are the brand pillars of tomtom
easy of use
smarter decisions
movement
what changes for tomtom
from b2c to b2b
what is the new 3c analysis, customer
companies
experts with specific expectation
power dynamics change
why do power dynamics change when moving from b2c to b2b
previously tomtom could decide and there were always customers who would buy it, now the company has more power
what is the new 3c analysis, competition
google and here
how to compete against google
different business models
tomtom could use privacy, sympathetic, not google
how do tomtom and google have different business models
tomtom sells maps and traffic info, google gives product for free, sells customers
can most of tomtoms brand associations still be used in a b2b setting
yes
what should tomtom do
revitalize
what is ingredient branding
a b2b business having their brand name on the ingredient they have in the end product
what factors affect the successfulness of ingredient branding
number of suppliers
number of customers
importance for functionality of final product
complexity of components in relation to final product
what are the number of suppliers for tomtoms ingredient branding
low
what are the number of customers for tomtoms ingredient branding
high
what is the importance of tomtom for the functionality of the final product
low, but increasingly important
