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  1. 1. Concepting<br />
  2. 2. Virgin Atlantic<br />...Is an airline company with a wide additional product range, reaching from vodka to computer games...<br />
  3. 3.
  4. 4. It‘s mission statement could be formulated as:<br />“ rebelliousness is healthy for business, playfulness and dreaming is not incompatible with adulthood“<br />
  5. 5. ...This attitude is reflected in their ads...<br />
  6. 6. ... And actions ...<br />Virgin‘s CEO Richard Branson is known for his advantagous activities and was the first to cross the Atlantic in a hot air balloon <br />
  7. 7. Apple users ...<br />... simply love their Macbook, ipad, iphone or any other product Apple launches<br />
  8. 8. Apple<br />The vision for Apple<br /> emerged from observing<br /> how people at work <br />wrestled with their <br />computers <br />-> the solution: a fun, <br />user frindly, light-weighted <br />computer <br />
  9. 9. United Colors of Benetton embodies a cosmopolitan vision of the world ...<br />Young people throughout the world are part of one big, open-minded joyful family<br />
  10. 10. ...which is represented in itsadvertisments...<br />... in the color scheme of its clothes, in its own magazine “Colors“ and in their for human rights<br />
  11. 11. Nike<br />Nike represents a world of <br /> persistence, self-confidence, aspiration, <br /> performance, dedication and excellence.<br />
  12. 12. What do these brands have in common?<br />
  13. 13. ... They are all concept brands<br />
  14. 14. Concept brands are based on a concept<br />A concept is a rubric under which you can find<br />
  15. 15. What is Concepting?<br /><ul><li>Concepting refers to the development of brands that embody concepts
  16. 16. The goal of concepting is the creation & management of concepts and the related concept brand</li></li></ul><li>What is the idea of Concepting?<br />Representing a certain concept, the brand is imbued with personality and actually mean something to the consumers; they evoke their sympathy and inspire them <br />
  17. 17. From traditional Marketing to Concepting<br /> In Marketing, all emphasis was on the<br />
  18. 18. Marketing <br />When Kotler invented the marketing approach of the 4 P‘s Product, Price, Place and Promotion in 1956, it was the era of booming mass consumption, industrialization and growing population <br />
  19. 19. How does the market in the 21st century look like?<br /><ul><li> The market has </li></ul> become saturated<br /><ul><li> The expectations of </li></ul> given products are <br /> already met<br /><ul><li> Many products barely </li></ul> differ from each other <br /> and new products<br /> surface rarely<br />
  20. 20. Consumer needs have also changed<br />Becoming more and more individualistic, consumers now demand products that<br /><ul><li>enhance their </li></ul> personality<br /><ul><li> are entertaining</li></ul> and inspiring<br /><ul><li> have a meaning
  21. 21. create an experience</li></li></ul><li>“Concept brands create an experience that<br /> captures the imagination of the consumer who already has everything“<br />
  22. 22. Concept brands<br /><ul><li> By creating feelings among the consumer, their attachment to the brands is unique
  23. 23. It creates loyalty and is a </li></ul> competitive advantage <br /><ul><li>The attachment of consumers with </li></ul> concept brands can hardly be <br /> copied by competitors<br />
  24. 24. Concepting can be considered‘marketing – in –reverse‘<br />Concepting focuses on Communication and only as a last step on the product itself<br />Products are interchangeable as long as they are in line with the concept<br />Consumers of concept brands are considering a “following“ rather than target group“and are no longer defined in terms of socio-demographic factors<br />
  25. 25. Concept brands like its following to feel on the same level as the brand...<br />...That is why concept brands have interactive websites to make consumers feel they are part of the club<br />“The company, the brand, they are you“<br />
  26. 26. Other concept brands are ...<br />
  27. 27. Find more information in<br />“Concepting“ by Jan Rijkenberg<br />(2000)<br />