Dr. Kai-Uwe Hellmann. The Philosophy of Managing Brands and the Marketing of Consumer Relationships

(1)

Dr. Kai-Uwe Hellmann

The Philosophy of Managing Brands

and the

Marketing of Consumer Relationships

Conference “Elements of a Philosophy of Management and Organisation” of the

Forum for Business Ethics and Business Culture

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IKM

Institut für Konsum- und Markenforschung

… putting the title in smaller parts:

1.1 A Philosophy of Management

1.2 A Philosophy of Brand Management

2.1 A Philosophy of Marketing

2.2 A Philosophy of Relationship Marketing

…nice to have…

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…and making smaller steps:

1.1 A Sociology of Brands

1.2 A Sociology of Brand Management

2.1 A Sociology of Consumers

2.2 A Sociology of Relationship Marketing

…staying modest…

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IKM

First Part:

1.1 A Sociology of Brands

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Three Generations of Brands

• The First Generation:

name and difference

• The Second Generation:

trust und relationship

• The Third Generation:

inclusion and identity

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IKM

Three Generations of Brands

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The Sociology of Brands:

Communication and Relationships between

Companies and Customers

Company Customer

Company

Customers

The New Generation of Communities:

(8)

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The Sociology of Brand Management

1. Brand Management is much more than

Brand

Marketing (oxymoron)

2. Marketing is a partial

function of the

company (division of labor)

3. Branding is a universal

function of the

company (corporate responsibility)

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The Sociology of Brand Management

1. Brand Management means to integrate

the whole performance, all processes of

the company with regard to the brand

2. Brand Management is mainly a function

and responsibility of the top

of the

company

3. Normatively seen each

part of the

company has to be in harmony with the

philosophy of the brand

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The Sociology of Brand Management

… from

Brand Management

… to

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First Conclusions:

Philosophical Consequences

• Building trustful relationships

implies ethical responsibility

• Negotiating instead of controlling

• Corporate Social Responsibility of

Brand Management

• The Ethics of Brands

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IKM

Second Part:

2.1 A Sociology of Consumers

2.2 A Sociology of Relationship

Marketing

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Three Generations of Consumers

• The First Generation:

The Water Wars in London (1890)

• The Second Generation:

From Seller- to Buyer-Markets (1950)

• The Third Generation:

From order to chaos, and from the

individual to the community (1990)

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IKM

Three Generations of Consumers

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The Sociology of Consumers:

Communication and Relationships between

Companies and Customers

Company Customer

Company

Customers

The New Generation of Communities:

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IKM

(17)

The Sociology of Consumers

• The Consumer as a Marionette

• The Consumer as a Homo rationalis

• The Consumer as a Receiver

• The Consumer as a Customer

• The Consumer as a Role Model

• The Consumer as a Homo experiencus

• The Consumer as a Network Member

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IKM

Focal

Customer

Brand

Customer

Product

Marketer

Customer

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Three Generations of Marketing

• The First Generation:

Mass Marketing (transactional)

• The Second Generation:

Relationship Marketing (interactional)

• The Third Generation:

Direct Marketing (dialogue)

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IKM

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Three (4) Generations of Marketing

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IKM

The Sociology of Marketing:

Communication and Relationships between

Companies and Customers

Company Customers

Company Customer

Company

Customer

The Next Generation of Marketing

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IKM

Three (4) Generations of Companies

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The Sociology of Marketing I

The constant lack of scientific theory

“The fact that it has taken until 2001 for one

[marketing theory reflecting discourse] to be

developed is revealing and reflects the pragmatic

priorities in the discipline that have focused on the

process of ‘doing’ marketing rather than critically

reflecting on what it is we are doing.”

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The Sociology of Marketing II

• The Pragmatic Priorities of Marketing

• The Pragmatic Priorities of Teaching

• Similar Problems with Theory Building

because of too close Proximity to the

Pupils or Customers

• Marketing is mainly the Application of

a Social Technique

• The Technological Perspective of

Marketing dominates all Activities

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The Sociology of Marketing III

• Marketing ist not only Producing Images

for Customers

• Marketing is also Image Management for

the Company, means Managing the Image

of the Company

• Struggling for Public Recognition

• Hidding the Ugly, Showing the Beautiful

• Making Promises and Keeping Promises

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IKM

Second Conclusions:

Philosophical Consequences

• Building trustful relationships

implies ethical responsibility

• “Value in Exchange” vs “Value in Use”

• Societing, not Manipulating

• Societal Marketing Responsibility

• The Ethics of Marketing

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General Learnings and

Consequences

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IKM

… and starting with the

discussion: