21 SEPTEMBER 2010 AARHUS UNIVERSITET HEALTH BRANDING HEALTH BRANDING KLAUS G GRUNERT KLAUS G. GRUNERT MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR AARHUS UNIVERSITY TATION pRÆSEN TAT ON pRÆSEN
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
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
KLAUS G GRUNERTKLAUS G. GRUNERT
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
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
KLAUS G GRUNERT
THE LIMITS OF INFORMATION PROCESSING
KLAUS G. GRUNERT
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
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
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
KLAUS G GRUNERTKLAUS G. GRUNERT
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.
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
KLAUS G GRUNERTKLAUS G. GRUNERT
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
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
KLAUS G GRUNERTKLAUS G. GRUNERT
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
KLAUS G GRUNERTKLAUS G. GRUNERT
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
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
KLAUS G GRUNERTKLAUS G. GRUNERT
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
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
AARHUSUNIVERSITET HEALTH BRANDING SEMINAR
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
PRESENTATION TITLEAUTHOR NAME
21 SEPTEMBER 201021 SEPTEMBER 2010
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