Session 2, Branding Cultural Entertainment 2011

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Session 2, Branding Cultural Entertainment 2011

  1. 1. B ® AND EX20 11 ™
  2. 2. session 2 branding music, events & entertainment
  3. 3. 1 week ago <ul><li>course outline </li></ul><ul><li>introduction to branding </li></ul><ul><li>a split second </li></ul><ul><li>brand definition </li></ul><ul><li>branding definition </li></ul><ul><li>p reparation work </li></ul>
  4. 4. preparation work <ul><li>branding music, events & entertainment </li></ul><ul><li>bring with you: one physical product of </li></ul><ul><li>branded entertainment </li></ul><ul><li>describe: </li></ul><ul><li>brand awareness, brand knowledge, </li></ul><ul><li>brand image, brand attitude, </li></ul><ul><li>brand value, brand preference, </li></ul><ul><li>brand loyalty, brand fan? </li></ul><ul><li>you could be picked out.. </li></ul>
  5. 6. what is a brand ?
  6. 7. “ … a brand is a intangible but critical component of what an organization stands for… ” source: Brand Asset Management, Scott M. Davis
  7. 8. what is branding ?
  8. 9. “ … 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
  9. 10. merk meerwaarde <ul><li>Merkloos vs. Merk X </li></ul>Merk meerwaarde ‘… merk meerwaarde bestaat uit de positieve marketing-effecten die uitsluitend aan het merk kunnen worden toegeschreven…’
  10. 11. Strategisch Merken management <ul><li>“… het opbouwen van </li></ul><ul><li>merk meerwaarde door marketingprogramma’s en –activiteiten noemen we </li></ul><ul><li>Strategisch Merken management…” </li></ul>
  11. 12. Strategisch Merkenmanagement-proces
  12. 13. branded entertainment
  13. 14. “ … the practice of tying a brand name to an entertainment property with seamless integration and a natural fit… ”
  14. 16. why brands become more important in EME… 6 reasons why
  15. 17. <ul><li>people face a dizzling array of choices: “ ..there is so much to choose from !.. ” </li></ul>
  16. 19. 2. entertainment products drift towards commoditization: “ …they ’ re on every street corner!... ”
  17. 22. 3. a brand differentiates the entertainment product from similar offerings: “ …standing out of the crowd!... ”
  18. 23. 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!
  19. 24. 4. a brand reduces the need to compete on price or donations: “ …willing to pay for the best!... ”
  20. 26. “ In 2009, 2010 & 2011 the Lowlands festival sold out without any bands or acts being announced!”
  21. 27. 5. a strong brand gives employees a focus and sense of purpose: “ …what are we doing here?... ”
  22. 29. 6. a strong brand can help to identify a certain community or group of people: “ …we share the same brands! (and values)... ”
  23. 32. more about brands & communities in another session
  24. 33. “ … the goal of a brand is to establish a monopoly position in the mind of an individual…. ”
  25. 35. but how do we do it?
  26. 36. choose a name unique, short, easy to say, easy to spell
  27. 39. create a logo design, colour, tagline
  28. 43. always be consistent persistence does pay off
  29. 46. use the right faces celebrity endorsement
  30. 51. give a brand meaning we are this, not that
  31. 54. try to work together give me your brand and you get mine
  32. 57. MOKEGROLSCHJUNKIEXL
  33. 58. NO LOGO a countermovement
  34. 60. new concepts blending it all together
  35. 61. a red case
  36. 67. discussion time
  37. 68. 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
  38. 69. 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
  39. 70. 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
  40. 71. 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
  41. 72. © SAP 2009 / Page 1. Option 1 2. Option 2 3. Option 3 4. Option 4
  42. 73. summary /conclusion
  43. 74. next week <ul><li>creating brand value </li></ul><ul><li>prepare chapter 2 of SMM </li></ul>
  44. 75. thank you!

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