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Branding og medieudvikling

Branding og medieudvikling. Aktuel Mediebrug – FS2014 Bo Kampmann Walther. Smash your brand. Produktets invarians. Find flere eksempler …. Brand - 1.

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Branding og medieudvikling

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  1. Branding og medieudvikling Aktuel Mediebrug – FS2014 Bo Kampmann Walther

  2. Smash your brand

  3. Produktets invarians

  4. Find flere eksempler …

  5. Brand - 1 • A Brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, name or symbol, which, if managed properly, creates value and influence. (Yoo et al. 2000)

  6. Brand - 2 • Brand Equity = Brand Value + Brand Loyalty + Brand Image • Value (den finansielle værdi) • Loyalty (publikums grad af trofasthed) • Image (publikums “mentale” billede af brandet)

  7. ”Brand-knapper” … IMAGE VALUE LOYALTY

  8. Hvordan opleves et brand? • Identifikation • Historie • Historik

  9. Er det product placement …?

  10. Hvad er det …?

  11. Lindstrøm: Brand Sensory Wheel

  12. Hvilken kulturkritik ? • Kulturradikalisme = mainstream = avantgardens implosion • Picasso -> Mac’en • Vold på video -> Jokeren • Kunsten ud i livet -> Paradise Hotel • Avantgarde som folkelighed -> X-Factor • Kapitalismens 3 faser = 3 ”reklamer” • 1. Gud-Ingeniøren (arbejdet, moraliteten) (væven) • 2. Det komfortable liv (hjemmet) (Tupperware) • 3. Det mobile liv (transitions) (Nokia)

  13. Transformationer • Mediespecificitet -> mediepluralitet (konvergens) • Populærkulturel implosion af avantgarde • Fra produkter til oplevelser/mennesker • Fra envejskommunikation til interaktivitet og event-kultur • Få sanser til mangedimensioneret sansning • Manipulation -> forførelse • Høj <> lav kultur -> mix-kultur

  14. Case: Apple

  15. Vertikalt integrerede systemer

  16. V.I.S. oplevelsesdimensioner

  17. Horisontale “ting”

  18. RELIGION

  19. Vigtig diskursiv-kulturel forskel: • Branding SOM religion • Branding ER religion …

  20. Brand fællesskaber

  21. Branding som ”religion”

  22. Branding som ”religion” • 1. a unique sense of belonging • 2. a clear vision with a sense of purpose • 3. take power from your enemies • 4. Authenticity • 5. consistency • 6. perfection • 7. sensory appeal • 8. Rituals • 9. Symbols • 10. mystery

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