health branding - aarhus universitet · 2011-09-29 · health branding seminar klaus g grunertklaus...

21 SEPTEMBER 2010

AARHUSUNIVERSITET

HEALTH BRANDINGHEALTH BRANDING

KLAUS G GRUNERTKLAUS G. GRUNERTMAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTORAARHUS UNIVERSITY

TATIONpRÆSENTAT ONpRÆSEN

PRESENTATION TITLEAUTHOR NAME

21 SEPTEMBER 201021 SEPTEMBER 2010

AARHUSUNIVERSITET HEALTH BRANDING SEMINAR

KLAUS G GRUNERTKLAUS G. GRUNERT

PROJECT PARTICIPANTSPROJECT PARTICIPANTS

› MAPP Centre for Research on Customer Relations in the Food Sector › MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University (coordinator)

› Department of Marketing and Management, University of Southern DenmarkDenmark

› Consumption, Health and Ethics Division, Institute of Food and Resource Economics, University of Copenhagen

› Department of Media, Cognition and Communication, Unversity of p g yCopenhagen

› Arla Foods





POINT OF DEPARTUREPOINT OF DEPARTURE

› Food and health focus on diseases that can be related to food intake› Food and health – focus on diseases that can be related to food intake› Increasing recognition that getting consumers to eat more healthy is a

difficult task› Three major lines of activity:› Three major lines of activity:

› Encouraging consumers to eat more healthily by providing information and education ona healthy diet

› Providing product-related information that enables consumers to make healthy choices› Developing new products with built-in positive health effects




KLAUS G GRUNERT

THE LIMITS OF INFORMATION PROCESSING

KLAUS G. GRUNERT




KLAUS G GRUNERT

THE LIMITS OF INFORMATION PROCESSING

KLAUS G. GRUNERT

Nutritionallabel

Ingredientslist

Perception Under-standing Evaluation PurchaseDecision-

making

Health claims

Brand

PurchaseAssociations Affect

Appearance





WHAT IS A HEALTH BRAND?WHAT IS A HEALTH BRAND?

› A health brand develops when a corporate organization › A health brand develops when a corporate organization › intentionally attempts, by its communication, to link a product or the corporate

organization itself to the value ’health’ and › consumers – as a reaction to this communication – actually associate the › consumers as a reaction to this communication actually associate the

product/company with health.





WHAT DRIVES HEALTH BRANDING?WHAT DRIVES HEALTH BRANDING?

› Consumers have learned that healthy eating is important and are› Consumers have learned that healthy eating is important, and arelooking for easy ways to identify healthy products

› Because of the increased interest in healthy eating, positioning foodproducts as healthy is a commercial opportunityproducts as healthy is a commercial opportunity

7





THE RESEARCH IDEATHE RESEARCH IDEA

› Health branding is a phenomenon under rapid development› Health branding is a phenomenon under rapid development› We need to understand the way it works

› To use it in a way that furthers both consumer and producer interest in marketing and consuming healthy productsg y p

› To point out possible misuses





THE AIMTHE AIM

› Analyse the mechanisms by which food and drink brands can become › Analyse the mechanisms by which food and drink brands can become symbols for health in the mind of the consumer and influence consumer choice towards healthier options

› Analyse the compatibility of managerial and societal interest in health › Analyse the compatibility of managerial and societal interest in health branding




KLAUS G GRUNERT

STRUCTURE OF WORK

KLAUS G. GRUNERT

WP 2:WP 2:

Mapping of universe of health symbols

WP 6:

Development of health brand management model

WP 4:

Evaluation of healthbranding concepts

WP 1:

Case analysis of health brands

WP 2/3:

Discourses and segments

WP 5:

Ethical/political

WP 3:

Study of health associations

pevaluation of healthbranding



AARHUSUNIVERSITET Hvad er en sund fødevare?

Symboler for det sunde valg i HEALTH BRANDING SEMINARKLAUS G GRUNERTSymboler for det sunde valg i

forbrugernes bevidsthed Adjunkt Dorthe Brogaard Kristensen, Institut for Marketing og Management,

Forbrugernes håndtering af det sunde valg – diskurser og

KLAUS G. GRUNERT

WP 2:

Syddansk Universitetsunde valg diskurser og segmenterProfessor Søren Askegård, Institut for Marketing og Management, Syddansk Universitet og Lektor P l Ch h Eh bWP 2:

Mapping of universe of health symbols

Polymeros Chrysochou, Ehrenberg-Bass Institute, University of South Australia, Adelaide

WP 6:

Development of health brand management model

WP 4:

Evaluation of healthbranding concepts

WP 1:

Case analysis of health brands

WP 2/3:

Discourses and segments

WP 5:

Ethical/political

WP 3:

Study of health associations

Hvad bør man gøre, hvad bør man ikke Hvad virker? Forskellige pevaluation of healthbranding

gøre? Etiske perspektiver for healthbrandingProfessor Peter Sandøe,Fødevareøkonomisk Institut, Københavns Universitet og ph.d. Thomas Boysen Anker,

budskabselementers betydning for opfattelse af sundhed og produktets attraktivitetLektor Polymeros U ve s e og p d o as oyse e ,

Institut for Medier, Erkendelse og Formidling, Det Humanistiske Fakultet, Københavns Universitet

e o o y e osChrysochou, Ehrenberg-Bass Institute, University of South Australia, Adelaide

health branding - aarhus universitet · 2011-09-29 · health branding seminar klaus g grunertklaus...

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