Branding Cultural Entertainment

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A fast presentation on Branding Cultural Events from a global perspective with …

A fast presentation on Branding Cultural Events from a global perspective with
Dutch examples.

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  • 1. branding cultural entertainment
  • 2. John Verhoeven MSc. Brand Management Fontys International, Event, Music & Entertainment Studies (IEMES)
  • 3. a short & fast presentation on branding
  • 4. what is a brand ?
  • 5. “… a brand is a intangible but critical component of what an organization stands for…” Scott Davis
  • 6.  
  • 7. what is branded entertainment?
  • 8. “… the practice of tying a brand name to an entertainment property with seamless integration and a natural fit…”
  • 9.  
  • 10. why should we brand cultural entertainment?
  • 11. 1. people face a dizzling array of choices
  • 12.  
  • 13. 2. cultural products drift towards commoditization
  • 14.  
  • 15.  
  • 16. 3. a brand differentiates the cultural product from similar offerings
  • 17. 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!
  • 18. 4. a brand reduces the need to compete on price or donations
  • 19.  
  • 20.  
  • 21. 5. a strong brand gives employees a focus and sense of purpose: why are we here
  • 22.  
  • 23. the goal of a brand is to establish a monopoly position for a non-core attribute in the mind of an individual ….
  • 24. but how do we do it?
  • 25. choose a name unique, short, easy to say, easy to spell
  • 26.  
  • 27.  
  • 28.  
  • 29. create a logo design, colour, tagline
  • 30.  
  • 31. always be consistent persistence does pay off
  • 32.  
  • 33.  
  • 34. use the right faces celebrity endorsement
  • 35.  
  • 36.  
  • 37. give a brand meaning we are this not that
  • 38.  
  • 39.  
  • 40. try to work together give me your brand and you get mine
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45. explore new entertainment
  • 46. digital games
  • 47.  
  • 48.  
  • 49. you tube
  • 50.  
  • 51. big screen movie
  • 52.  
  • 53.  
  • 54. webbased communities
  • 55.  
  • 56.  
  • 57.  
  • 58.  
  • 59.  
  • 60.  
  • 61.  
  • 62. new concepts blend it all together
  • 63. a red case
  • 64.  
  • 65.  
  • 66.  
  • 67.  
  • 68.  
  • 69. discussion time
  • 70. 1. selling red branded goods is actually an easy way to buy off social responsibility while strengthening the ties a consumer has with a corporate brand
  • 71.  
  • 72. 2. millenium goals are great money makers for brands
  • 73. 3. after all the red concept is still charity , because its success still depends on the eagerness of the consumer to buy charity related products
  • 74. 4. 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
  • 75.  
  • 76.  
  • 77. thank you