Prevision of Brand - UniTo2009

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Where brand goes? Essence and future of brand/s.

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Prevision of Brand - UniTo2009

  1. 1. The Future of the Brand DIMITAR & MILENA South-East European Center for Semiotic Studies - New Bulgarian University, Sofia UNITO, IT, December 2009
  2. 2. Pre-Visions About the Future Rifkin, Jeremy, The Age of Access. The New Culture ofHypercapitalism Where All of Life Is a Paid-for Experience, 2001“In the network economy that has been characterized with shorter product life-cycleand in which the flow of goods and services is broadening continuously, not physicalresources but the attention of the people is what becomes insufficient (…) The attentionretaining [of the potential clients] will depends on capability of the companies to delivereffective services and to create relationships that last over time.” (p.107) Vincent, Laurence, Legendary Brands, 2002 www.britishbrandsgroup.org.uk“… in a world where most products are of a high quality and good design, andconsumers are awash with disposable income and are increasingly demanding, wherewill differentiation come in the future? We may expect an increasing trend towardslifestyle products marketed to appeal to consumers’ self-image.” (home/brand/history) 2
  3. 3. Stages in Brand Evolution “Here, in the product-and-brand saturated west, brands are having to move up the value ladder, away from functional values (what the brand can do for me) through expressive values (what brand says about me) to central values (what the brand and I share at a fundamental level).”, Hart, Sussannah & Murphy, John, Brands – The New Wealth Creators, 1998: pp. 211-212. 3
  4. 4. The Brand’s SignificanceA Brand is a socialA Brand is a social A Brand is A Brand is phenomenon phenomenon a communicator a communicator A Brand is a new A Brand is a new A Brand is a new A Brand is a new existential guide existential guide producer of culture producer of culture 4
  5. 5. Brand Language Media CelebritiesPlaces NGOs/Funds/Causes 5
  6. 6. New Culture 6
  7. 7. Picture slide 7
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  13. 13. THANK YOU FOR YOUR ATTENTION! 13

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