The document discusses branding cultural and entertainment products. It defines what a brand is and what branded entertainment is. It then gives four reasons why cultural entertainment should be branded: 1) there are many choices people face, 2) cultural products risk becoming commoditized, 3) brands differentiate products from similar offerings, and 4) brands reduce the need to compete on price or donations. The goal of branding is to establish a monopoly position for a non-core attribute in the mind of an individual. The document provides tips for branding such as choosing a unique name, creating a logo, being consistent, using celebrity endorsement, and giving the brand meaning. It also discusses exploring new entertainment formats and blending concepts.

1. branding cultural entertainment

2. John Verhoeven MSc. Brand Management Fontys International, Event, Music & Entertainment Studies (IEMES)

3. a short & fast presentation on branding

4. what is a brand ?

5. “… a brand is a intangible but critical component of what an organization stands for…” Scott Davis

7. what is branded entertainment?

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

10. why should we brand cultural entertainment?

11. 1. people face a dizzling array of choices

13. 2. cultural products drift towards commoditization

16. 3. a brand differentiates the cultural product from similar offerings

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!

18. 4. a brand reduces the need to compete on price or donations

21. 5. a strong brand gives employees a focus and sense of purpose: why are we here

23. the goal of a brand is to establish a monopoly position for a non-core attribute in the mind of an individual ….

24. but how do we do it?

25. choose a name unique, short, easy to say, easy to spell

29. create a logo design, colour, tagline

31. always be consistent persistence does pay off

34. use the right faces celebrity endorsement

37. give a brand meaning we are this not that

40. try to work together give me your brand and you get mine

45. explore new entertainment

46. digital games

49. you tube

51. big screen movie

54. webbased communities

62. new concepts blend it all together

63. a red case

69. discussion time

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

72. 2. millenium goals are great money makers for brands

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

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

77. thank you