session 2, branding cultural entertainment 2011
TRANSCRIPT
B®ANDEX2011™
session 2branding music, events &
entertainment
1 week ago• course outline• introduction to branding• a split second• brand definition• branding definition• preparation work
preparation work• branding music, events & entertainment• bring with you: one physical product of
branded entertainment • describe:
brand awareness, brand knowledge, brand image, brand attitude, brand value, brand preference, brand loyalty, brand fan?
• you could be picked out..
what is a brand?
“…a brand is a intangible but critical component of what an
organization stands for…”
source: Brand Asset Management,Scott M. Davis
what is branding?
“…branding is the blend of art and science that manages associations between a brand and memories in
the mind of the audience. It involves focusing resources on selected
tangible and intangible attributes to differentiate the brand in an
attractive, meaningful and compelling way for the targeted audience. …”
source: Brandchannel.com
merkmeerwaarde
Merkloos vs. Merk X
Merkmeerwaarde
‘…merkmeerwaarde bestaat uit de positieve marketing-effecten die uitsluitend aan het merk kunnen worden
toegeschreven…’
Strategisch Merkenmanagement
“…het opbouwen van merkmeerwaarde door
marketingprogramma’s en –activiteiten noemen we
Strategisch Merkenmanagement…”
Strategisch Merkenmanagement-proces
branded entertainment
“…the practice of tying a brand name to an
entertainment property with seamless integration
and a natural fit…”
why brands become more important
in EME…
6 reasons why
1. people face a dizzling array of
choices:
“..there is so much to choose from!..”
2. entertainment products drift towards
commoditization:
“…they’re on every street corner!...”
3. a brand differentiates the
entertainment product from similar offerings:
“…standing out of the crowd!...”
me!me!me!me!
me!
me!
me!
me!
me! me! me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
me!
4. a brand reduces the need to compete
on price or donations:
“…willing to pay for the best!...”
“In 2009, 2010 & 2011 the Lowlands festival sold out without any bands or acts
being announced!”
5. a strong brand gives employees
a focus and sense of purpose:
“…what are we doing here?...”
6. a strong brand can help to identify a
certain community or group of people:
“…we share the same
brands! (and values)...”
more about brands & communities in another
session
“…the goal of a brand is to establish a monopoly
position in the mind of an individual….”
but how do we do it?
choose a nameunique, short,
easy to say, easy to spell
create a logodesign, colour, tagline
always be consistentpersistence does pay off
use the right facescelebrity endorsement
give a brand meaning we are this, not that
try to work together
give me your brand and you get mine
Radiofragment
NOLOGOa countermovement
new conceptsblending it all together
a red case
discussion time
1. selling red concept branded goods is actually an easy marketing tool to
buy off social responsibility while strengthening the ties
a consumer has with a corporate brand
1. selling red concept branded goods is actually an easy marketing tool to buy off
social responsibility while strengthening the ties a consumer has with a corporate brand
I agree: @votebytweet option 1 #voteredbrandex2011
I disagree: @votebytweet option 2 #voteredbrandex2011
2. it would be better if multinationals would
donate money directly into cultural or charity funds
without using the red concept to stimulate the selling of their brands
2. it would be better if multinationals would donate money directly into cultural or charity funds
without using the red concept to stimulate the selling of their brands
I agree: @votebytweet option 3 #voteredbrandex2011
I disagree: @votebytweet option 4 #voteredbrandex2011
© SAP 2009 / Page 79
1. Option 1
2. Option 2
3. Option 3
4. Option 4
summary/conclusion
next week• creating brand value• prepare chapter 2 of SMM
thank you!