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branding  cultural  entertainment
John Verhoeven   MSc.  Brand  Management Fontys  International, Event, Music & Entertainment Studies  (IEMES)
a short & fast  presentation  on  branding
what is a  brand ?
“… a  brand  is a  intangible  but  critical  component of what an organization stands for…” Scott Davis
 
what is  branded  entertainment?
“… the practice of tying  a  brand   name  to an  entertainment  property with seamless integration and a natural fit…”
 
why should we  brand  cultural entertainment?
1. people face a dizzling  array of  choices
 
2. cultural products drift towards  commoditization
 
 
3. a brand  differentiates  the cultural product from similar offerings
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
 
 
5. a strong brand gives employees a focus  and sense of purpose:  why are we here
 
the goal of a  brand  is to establish a  monopoly  position for a  non-core  attribute in the  mind  of  an  individual ….
but  how  do we do it?
choose a  name unique, short,  easy to say, easy to spell
 
 
 
create a  logo design, colour, tagline
 
always be   consistent persistence does pay off
 
 
use the right  faces celebrity endorsement
 
 
give a brand  meaning   we are this not that
 
 
try to work  together give me your brand and you get mine
 
 
 
 
explore  new   entertainment
digital  games
 
 
you  tube
 
big screen  movie
 
 
webbased  communities
 
 
 
 
 
 
 
new  concepts blend it all together
a  red  case
 
 
 
 
 
discussion  time
1. selling  red branded  goods is actually an easy way to buy off social responsibility while strengthening the ties a con...
 
2. millenium goals are great money makers for  brands
3. after all the  red  concept  is still  charity , because  its success still depends  on the eagerness of the consumer t...
4. it would be better  if multinationals would donate money directly into  cultural  or  charity  funds without using the ...
 
 
thank  you
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Branding Cultural Entertainment

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

Branding Cultural Entertainment

  1. 1. branding cultural entertainment
  2. 2. John Verhoeven MSc. Brand Management Fontys International, Event, Music & Entertainment Studies (IEMES)
  3. 3. a short & fast presentation on branding
  4. 4. what is a brand ?
  5. 5. “… a brand is a intangible but critical component of what an organization stands for…” Scott Davis
  6. 7. what is branded entertainment?
  7. 8. “… the practice of tying a brand name to an entertainment property with seamless integration and a natural fit…”
  8. 10. why should we brand cultural entertainment?
  9. 11. 1. people face a dizzling array of choices
  10. 13. 2. cultural products drift towards commoditization
  11. 16. 3. a brand differentiates the cultural product from similar offerings
  12. 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!
  13. 18. 4. a brand reduces the need to compete on price or donations
  14. 21. 5. a strong brand gives employees a focus and sense of purpose: why are we here
  15. 23. the goal of a brand is to establish a monopoly position for a non-core attribute in the mind of an individual ….
  16. 24. but how do we do it?
  17. 25. choose a name unique, short, easy to say, easy to spell
  18. 29. create a logo design, colour, tagline
  19. 31. always be consistent persistence does pay off
  20. 34. use the right faces celebrity endorsement
  21. 37. give a brand meaning we are this not that
  22. 40. try to work together give me your brand and you get mine
  23. 45. explore new entertainment
  24. 46. digital games
  25. 49. you tube
  26. 51. big screen movie
  27. 54. webbased communities
  28. 62. new concepts blend it all together
  29. 63. a red case
  30. 69. discussion time
  31. 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
  32. 72. 2. millenium goals are great money makers for brands
  33. 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
  34. 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
  35. 77. thank you

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