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Brand Precession       (Reverse productplacement) : branding in    fictional and virtual           environment    Dr. Laur...
Is it what is in our head?Is it computer-synthesized?
Brand Content &          Emotional Branding• Content produced by a brand" that is not directly linked  to the brand produc...
From Real to Fiction
Interactive Product         Placement
Reverse Product                    Placement          al       rtu     Vi     to  alRe
Brand Precession andReverse Product Placement
So WHATARE THOSEBRANDS?
Fictional brands are there if you look for             them in films…            where are the brands?
…on television…
…and in books
...Computer-synthesized brands are in computer games…
…and virtual worlds
…but are they truly brands?
what is a brand?                    “a name, term, sign, symbol, or design, or a                    combination of them, i...
brands vs brand potentialbrand potential is not brand reality
Are all virtual brands protobrands?            Aimee Weber                                      1. A Name, logo and symbol...
Q: How can you capitalise on                      consumer’s emotional attachment?                           A. Create a H...
Protobrands: a commercial opportunity toThe Rebranding of 7-eleven                               exploit or…              ...
…threat to mitigate• Registered Trademark by  Rodrigo Contreras in Mexico  in 2008• Haacht produce and and  successfully m...
Brands in real and    virtual worlds
Brand Precession: Proposed Levels of                        Abstraction
Triple Play Brand: a virtuous              circle of brand               reinforcement
towards a praxis of brand              precession
Reverse Product Placement
Reverse Product Placement
Reverse Product Placement
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Reverse Product Placement

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A fascinating presentation on reverse product placement (duff Beer)

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Transcript of "Reverse Product Placement"

  1. 1. Brand Precession (Reverse productplacement) : branding in fictional and virtual environment Dr. Laurent Muzellec Dr. Theo Lynn
  2. 2. Is it what is in our head?Is it computer-synthesized?
  3. 3. Brand Content & Emotional Branding• Content produced by a brand" that is not directly linked to the brand product or service. Therefore it cant be just a promotional message produced by a brand. But it can involve a lot of "types of content". Brand Co n tent Proj ect: http: //www.no wness.co m
  4. 4. From Real to Fiction
  5. 5. Interactive Product Placement
  6. 6. Reverse Product Placement al rtu Vi to alRe
  7. 7. Brand Precession andReverse Product Placement
  8. 8. So WHATARE THOSEBRANDS?
  9. 9. Fictional brands are there if you look for them in films… where are the brands?
  10. 10. …on television…
  11. 11. …and in books
  12. 12. ...Computer-synthesized brands are in computer games…
  13. 13. …and virtual worlds
  14. 14. …but are they truly brands?
  15. 15. what is a brand? “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” “nothing more than the sum of all the mentalBrown, 1992 connections people have around it” “asset of the firm” which derives revenue for its ownerSchlossberg, 1990 ”
  16. 16. brands vs brand potentialbrand potential is not brand reality
  17. 17. Are all virtual brands protobrands? Aimee Weber 1. A Name, logo and symbol 2. Mental images (=associated with cool virtual design) 3. First Avatar legally protected (registered trademark as of 2008) 4. Generates revenue for owner - Alyssa LaRoche See: www.aimeeweber.com
  18. 18. Q: How can you capitalise on consumer’s emotional attachment? A. Create a HyperReal BrandBrand Precession: determining protobrand potential:• Can the brand aura be fomented entirely in the virtual prior to tangibilization or productization in the real physical world?• Can the brand sufficiently capture the imagination and emotional attachment of real consumers in the real physical world?
  19. 19. Protobrands: a commercial opportunity toThe Rebranding of 7-eleven exploit or… Reverse Product Placement (Hosea, 2006)
  20. 20. …threat to mitigate• Registered Trademark by Rodrigo Contreras in Mexico in 2008• Haacht produce and and successfully markets a real beer with a real taste
  21. 21. Brands in real and virtual worlds
  22. 22. Brand Precession: Proposed Levels of Abstraction
  23. 23. Triple Play Brand: a virtuous circle of brand reinforcement
  24. 24. towards a praxis of brand precession
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