Waarom creatie van mentale merkmeerwaarde zo belangrijk is

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Het marketingdebat voerde ons de afgelopen tien jaar langs het formuleren van een mission statement via de why, het hoe en het wat naar purpose. Allemaal inspirerende marketingankers om je aan vast te klampen. Toch heb je als marketeer maar één centrale opdracht: het creëren van waarde. Het ontwikkelen van product-marktcombinaties die voor je klant zo waardevol zijn dat de klant de bereidheid heeft om veel dieper in de buidel te tasten dan strikt noodzakelijk. 

Wat is waarde?


Wat de één waardevol vindt, kan voor de ander immers waardeloos zijn. Het creëren van waarde heeft nogal wat dimensies. Waarde kan iets van gevoel betekenen zoals Lucebert probeerde te duiden in zijn beroemde dichtregel “alles van waarde is weerloos”. Een gesprek kan waarde hebben, net als een moment van inspiratie. Ook het kijken naar een film, een schilderij, vriendschap of samen een glas drinken: het kan allemaal iets van waarde brengen.

Mensen hechten waarde


Hoewel het in steeds bredere marketingkringen mode is om te ontkennen, bestaat er nog steeds een buitengewoon sterk verband tussen bezit en identiteit. Volgens de Amerikaanse psycholoog Kron gaat het nog iets verder, zover zelfs dat mensen onzekerheid over identiteit proberen te verminderen met materiële objecten. Geen nieuws, wel belangrijk.

Waarde kan simpelweg worden gecreëerd door zaken aan elkaar vast te plakken. Door muziek te hechten aan een belangrijk moment kan een onbeduidend liedje zomaar eeuwigheidswaarde krijgen. Ook door beroemde mensen jouw product te laten gebruiken. Mensen hechten waarde aan bezit, aan beleving, aan woorden, aan dingen die horen bij momenten. Waarde kan overal ontstaan. Een foto of een brillenkoker kan dankzij de koppeling met een gebeurtenis zomaar het meest waardevolle bezit in je leven worden.

Zo kan je waarde hechten aan een schilderij, maar ook aan een merk pindakaas en alles wat daartussen zit. Om zakelijke waarde te creëren moet je misschien eerst vaststellen wat waarde betekent:
Value in business markets is the worth in monetary terms of the technical, economic, service, and social benefits a customer company receives in exchange for the price it pays for a market offering” – HBR

Waarde bestaat uit een mix van rationele en gevoelszaken


Waarde kan je grofweg onderverdelen naar
  • Functioneel: wat kost het en wat levert het op?
  • Financieel: wat kost het product ten opzichte van de gepercipieerde waarde?
  • Sociaal: wat betekent het voor mijn positie in de groep?
  • Psychologisch: wat betekent het product voor mijn identiteit?

Meer weten over branding? Bekijk onze gerelateerde merkopleidingen.


Het concept van ergens waarde aan hechten is vandaag nog net zo springlevend als duizenden jaren geleden. Mensen kenden eeuwenlang speciale waarde toe aan een steen, een wapen, een plek, een boom of een schelp. Waarde die op niets anders was gebaseerd dan verhalen en ervaringen. Het ontkennen van zulke waarde is altijd net zo populair geweest. Met rationele argumenten is een steen immers niets meer dan een steen, een boom een boom, een broek een broek en een auto een auto.
Waarde bestaat uit een mix van rationele en gevoelszaken

Marketeers zwemmen in een oceaan van data met als enige wetenschap dat ze drijven


Wat iedereen ook roept, het creëren van mentale merkmeerwaarde voor producten en diensten is de hoofdtaak van het marketingteam. Het zoeken naar de maximale prijs die een klant wil betalen voor een pot pindakaas, fles shampoo, rookworst, broek, een lamp, auto, vliegtuig, wekker, hefbrug, vouwbank, scheerapparaat of een vakantiereis.

Die waarde wordt nog steeds bepaald door dezelfde factoren als 50, 100 of 1000 jaar geleden. De mate waarin een product voorziet in een behoefte, de mate waarin het product een probleem oplost, de mentale en fysieke verkrijgbaarheid, de ervaring en het verhaal. Waarde bestaat uit een mix van rationele en gevoelszaken.

Marketeers hebben door de jaren heen talloze modellen ontwikkeld om het concept van waardecreatie handen en voeten te geven. De waarde propositie is bijvoorbeeld een veel gehanteerd model om tot uitdrukking te brengen dat je de intentie hebt om daadwerkelijk waarde te creëren.
“A value proposition is a statement which identifies clear, measurable and demonstrable benefits consumers get when buying a particular product or service. It should convince consumers that this product or service is better than others on the market. This proposition can lead to a competitive advantage when consumers pick that particular product or service over other competitors because they receive greater value.”

Modellen zorgen met name voor plaatsbepaling. Als je weet waar je staat, kan je een idee ontwikkelen over de volgende stap. Juist op dit punt zit vaak de zwakte.

Marketeers zijn bovenmatig geïnteresseerd in de roi van een tweet of een like. Het meten van views en clicks ontbreekt in geen enkel modern marketingdashboard, maar als het gaat om een nulmeting bij een introductie of een tussentijdse meting met betrekking tot de onderdelen waar waardecreatie op moet scoren of zoiets belangrijks als bekendheid of salience, blijft het akelig stil. Marketeers zwemmen in een oceaan van data met als enige wetenschap dat ze drijven. Waar ze vandaan komen of waar de reis naar toe gaan blijft voor velen abstract.

Als je wel bereid bent om te meten en nadenkt over een volgende stap op weg naar waardecreatie kan het model van Professor Kevin Lane Keller behulpzaam zijn. Keller heeft het proces van merkwaardecreatie aardig in beeld gebracht. Het begint in zijn model, vormgegeven als een pyramide, bij de wensen van de klant. De pyramide bestaat uit vier bouwlagen. Vier lagen die vier fundamentele vragen representeren die klanten bewust en onbewust stellen over een merk.

Lees meer over branding of ga naar gerelateerde merkopleiding.


Auteur: CMG Nederland
NIBAA Institute

Dit is NIBAA Institute


NIBAA is een opleidingsinstituut gericht op brand management en merkstrategie en gevestigd te Utrecht. NIBAA leidt managers en executives op via diverse korte en langere merkopleidingen. NIBAA werkt met ervaren professionals, hoogleraren en vakdocenten.




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