Brandex2011, Session 1

1. branding & experience marketing

2. B ® AND EX20 11 ™

3. session 1 an introduction to branding

4. why this ‘branding’ course?

8. t he book ISBN: 978-90-430-1729-9

9. course outline (first 7 weeks) Week Subject Chapter 1: () Introduction in branding, brand management and global course overview 1.1 till 1.4 2: () Branding music, events and entertainment 1.5 till 1.6 3: () Creating brand value 2 4: () Brand design 3 & 4 5: () Brand activation 5 & 6 6: () Co-branding 7 7: () Brand psychology: Neuromarketing gastcollege

10. reference: chapter 1 strategisch merken management

15. session 1: an introduction to branding

20. a split second

39. what is a brand?

43. what is a brand?

45. “ … a brand is a name, term, symbol, or design, or a combination of them, intended to identify goods and services of one seller or group of sellers and to differentiate them from those of competition… ” source: American Marketing Association

46. “ … a brand is a intangible but critical component of what an organization stands for… ” source: Brand Asset Management, Scott M. Davis

47. brands have got their own stories

49. brands have got their own life-cycle

52. brands have got their own personality

55. brands have got their own responsibility

60. brands have got their own theory

63. history of branding link

66. what is branding ?

67. “ … 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

68. brand the brander the brander users

69. can everything become a brand?

72. Twitter pagina invoegen

73. branding services

74. branding retailers

75. branding online products

76. branding people & organisations

77. branding sports & arts

78. branding regions

79. branding entertainment

81. what is branded entertainment?

82. “ … the practice of tying a brand name to an entertainment property with seamless integration and a natural fit… ”

85. thank you!