How important is your brand? - Inge Van Gaal

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How important is your brand? - Inge Van Gaal

  1. 1. How important is your brand? branding in the media business
  2. 2. Editor Marketeer
  3. 3. The image of a product or service as it is perceived by the consumer
  4. 4. brand characteristics
  5. 5. brand characteristics Marking of the product or service (brand name)
  6. 6. brand characteristics Marking of the product or service (brand name) constant quality
  7. 7. brand characteristics Marking of the product or service (brand name) constant quality constant look
  8. 8. brand characteristics Marking of the product or service (brand name) constant quality constant look good reputation in the market
  9. 9. brand characteristics Marking of the product or service (brand name) constant quality constant look good reputation in the market supported by communication strategy
  10. 10. why have a brand?
  11. 11. why have a brand? gives identity
  12. 12. why have a brand? gives identity orients buyers (they know what they’re getting)
  13. 13. why have a brand? gives identity orients buyers (they know what they’re getting) builds trust
  14. 14. why have a brand? gives identity orients buyers (they know what they’re getting) builds trust promises high quality or the quality you want to perceive
  15. 15. why have a brand? gives identity orients buyers (they know what they’re getting) builds trust promises high quality or the quality you want to perceive represents competence
  16. 16. why have a brand? gives identity orients buyers (they know what they’re getting) builds trust promises high quality or the quality you want to perceive represents competence sometimes social prestige, knowledge
  17. 17. YES the newspaper can be seen as a brand
  18. 18. Marketing Circulation department department editorial department Distribution Add sales production
  19. 19. Goals of brand management
  20. 20. 1. increase in sales
  21. 21. The Economist sales 700 525 350 175 growth: 94% over 10 years (9% year-over-year) 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
  22. 22. 2. preference building and differentiation from competitors
  23. 23. 3. building of a loyal customer base
  24. 24. 4. enabling of price premium because of uniqueness
  25. 25. 5. increase in enterprise value
  26. 26. 6. specific branding for different customer segments
  27. 27. 7. specific branding for different platforms
  28. 28. New challenges multi platforms, add-on products, give aways
  29. 29. multi product branding umbrella branding brand extensions
  30. 30. multi product branding
  31. 31. umbrella branding (1)
  32. 32. umbrella branding (2)
  33. 33. Branded House House of Brands (umbrella branding) (multi product branding) Harvard Harvard Harvard Business University College School Harvard Harvard Harvard Law Design Medical School School School The offering shares the brand with other The new brand needs its own household members (like a family member house; it cannot share an existing living at home). brand in the portfolio.
  34. 34. brand extensions
  35. 35. When to use an Established vs New Brand?
  36. 36. When to use an Established vs New Brand?
  37. 37. When to use an Established vs New Brand? Will the established brand enhance the extension?
  38. 38. When to use an Established vs New Brand? Will the established Will the brand enhance the Yes extension product extension? enhance the established brand? No, possibly dilute or harm extension Create a new brand; define relationship with established brand(s)
  39. 39. When to use an Established vs New Brand? Will the established Will the Is there a brand enhance the Yes extension product Yes compelling reason extension? enhance the to generate established brand? a new brand? No, possibly No, possibly dilute or harm dilute or harm established extension brand Create a new brand; define relationship with established brand(s)
  40. 40. When to use an Established vs New Brand? Will the established Will the Is there a brand enhance the Yes extension product Yes compelling reason extension? enhance the to generate established brand? a new brand? No, possibly No, possibly dilute or harm Yes No dilute or harm established extension brand Create a new brand; define relationship with established brand(s) Do not create a new brand; define relationship with established brand
  41. 41. The brand game has changed!
  42. 42. Newspaper Companies
  43. 43. Newsmedia Companies
  44. 44. What does my brand stand for?
  45. 45. Core Brand Values: Definition
  46. 46. Core Brand Values: Definition Core brand values are the three or four values that uniquely define the essence of the product(s)
  47. 47. Core Brand Values: Definition Core brand values are the three or four values that uniquely define the essence of the product(s)
  48. 48. Core Brand Values: Definition Core brand values are the three or four values that uniquely define the essence of the product(s) The values are so inherent in your products and company that if they disappeared, your company would cease to exist as it is.
  49. 49. Core Brand Values: print newspaper
  50. 50. Core Brand Values: print newspaper integrity
  51. 51. Core Brand Values: print newspaper integrity connecting communities
  52. 52. Core Brand Values: print newspaper integrity connecting communities reflecting diversity
  53. 53. Core Brand Values: print newspaper integrity connecting communities reflecting diversity watchdog
  54. 54. Core Brand Values: print newspaper integrity connecting communities reflecting diversity watchdog reliable
  55. 55. The newspaper helps me get more out of my life in [geography] because it makes me better informed and more connected to the local communities.
  56. 56. the newspaper has more local knowledge than any other media. reporters living and working in the area. a reliable brand for local information
  57. 57. Worlds strongest brands share 10 attributes
  58. 58. 1.The brand excels at delivering the benefits customers truly desire. 2.The brand stays relevant 3.The pricing strategy is based on consumer’s perceptions of value. 4.The brand is properly positioned. 5.The brand is consistent.
  59. 59. 6. The brand portfolio and hierarchy make sense. 7. The brand makes use of and coördinates a full repertoire of marketing activities to built equity 8. The brand’s managers understand what the brand means to consumers 9. The brand is given proper support and that support is maintained over the long run 10.The company monitors sources of brand equity
  60. 60. baselines
  61. 61. Germany There Is Always a Clever Mind Behind It -- Frankfurter Allgemeine Zeitung Be Nice to Each Other! -- Hamburger Abenblatt Who Wants To Understand the World, Must Read It -- die Welt Picture Your Own Opinion -- Bild Read it and You Will See More -- Süddeutsche Zeitung
  62. 62. Ireland Before You Make Up Your Mind, Open It -- Irish Independent The Best Part of the Day -- Evening Herald The Irish Times. For The Times We Live In -- the Irish Times Get The Real Story -- Kerry’s Eye Newspaper
  63. 63. Lebanon Global Perspective. Local coverage -- The Daily Star Brasil A Newspaper Is As Good As The Truth It Prints -- Jornal do Brasil Your Read, You Know -- O Globo The Right Hand of Do Grande ABC -- Díario Do Grande ABC
  64. 64. Location: Christchurch, New Zealand Name of Entry: quot;The Press - Brand Campaignquot;
  65. 65. Thank you Thank you Any questions? Feel free to contact me: Tom Corbett European Projects Manager, INMA E-mail: tom@inma.be Phone: +32 496 32 13 36 Fax: +32 3 288 69 47 Address: Minderbroedersrui 9, 2000 Antwerp, Belgium

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