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AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY

Television Channel Branding. Build a Strategic Design Framework for UKTV Channel’s for tomorrow’s new digital age. AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY. STARTING POINT KEY RESEARCH QUESTION.

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AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY

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  1. Television Channel Branding Build a Strategic Design Framework for UKTV Channel’s for tomorrow’s new digital age AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY

  2. STARTING POINT KEY RESEARCH QUESTION Logo from Top Left Corner : ABC, NBC,MULTIMEDIOS, CNN, BBC, DISNEY, MTV, FIVE, CBC, ABC, FREESAT, Yes, AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  3. STARTING POINT - DR2KEY RESEARCH QUESTION Design research 2 Why design a television channel identity? What are the key elements for creating a successful channel, promoted in today’s competitive market ? Is there a cultural difference in designing promotion strategy between the Israeli and the UK market? How to assess television channel brand? The Outcomes of DR2 was: The Star System AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  4. STARTING POINT &OUTCOMES DR2 Strategically Identify the BBC Brand Architecture use Design Outcomes of DR2 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  5. STARTING POINT DISSERTATION KEY ISSUE & FRAMEWORK How does a television channel promote itself in the new digital age ? How can social media help promote television? New technology Second focus group Social media Workshop Expert interviews Market view Point Brand Image & value Acton, 2010 Literature review AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  6. KEY QESTION & AIMPURPOSE OF THE STUDY KEY QUESTION How to create a recognizable visual identity in the complex and competitive media environment in the 21st century? AIM How to use design to create a strategic brand -led framework using social media, in order to develop brand identity & provide viewers with an ‘emotional connection’ AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  7. DESIGN RESEARCH TIMELINE METHODOLOGY Acton, 2010 PECHA KUCHA DR2 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  8. MY DESIGN RESEARCH picture from my research process Acton, 2010 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  9. UKTV Television, 10 channels identities UKTV win several awards in 2009 Marketing Design, DBA Design Effectiveness,, Promax UK Each channel its own strategy & visual identity (Lucas,2010) UKTV is craft each channel to an individual audience (Hill, 2010) Re-Branding UKTVG2 into Dave at 2007 (Mawer, 2010) Each one of the channels is an individual and has its own identity.(Bowen,2010) Close work with creative team at every stage: brand strategy, naming, brand identity (Brown, 2010) UKTV, 2010 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  10. LITERATURE REVIEWDesign marketing tools, strategy & analysis Kotler's blue ocean strategy Porter's five forces industry competitive analysis Social media Porters, 1985 Kotler, 2005 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  11. RESEARCH OBJECTIVE Identify the UKTV brand strategy and their comparatives Evaluate thevisual graphic identity from the competitive channel Explore current and future media and technological developments in today's market Formulate a strategic framework for developing the UKTV brand for tomorrow’s market. Objective 1 Interviews primary Web/TV observation Objective 2 Focus group events Case study Quantitative qualitative Literature review Objective 3 Podcasts Secondary Objective 4 Color mapping the research objective AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  12. Objective 1 Identify the UKTV brand strategy and their competitors • understand the need of the company in all its elements and its customers gorilla branding for the “Good Food “channel own by BBC Worldwide & Virgin Media Red Bee Media is provided creative solution Neumeier, 2006 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  13. Objective 2 Evaluate thevisual graphic identity from the competitive channel CASE STUDY Marketing mix - promotion BBC One 1922 - Today Yes stars Color code Dave The home of witty banter AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  14. Objective 3 Explore current and future media and technological development in today's market Social Media in the New Age “ If you build it, they will come!“ Social media is the new trend in today's market. much like television connect everything together. AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  15. Objective 3 Explore current and future media and technological development in today's market Annual Social Report - August 2010 • the average person spends around 3.8 hours watching television every day • people in the UK spend 7 hoursa day watching TV, surfing the net & using their mobile phones. multi-tasking • Viewers are also watching more on-demand television on catch-up services such as the BBC iPlayer and ITV Player • 16 – 24 years old appeared to consume the least, spending just 6.35 hours a day on the phone, laptop, radio or television. sometime doing all at the same time AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  16. Objective 4 Formulate a strategic framework for developing the UKTV brand for tomorrow’s market. Coordinate all the elements of the brand and unify the strategy across the media • Interviews with • Naftali Miron CEO Thee Israeli network • Simon Black board director Design Bridge • Matthew Litteford Controller at UKTV • Charlie Mawer controller REDBEE Media • Tom Lucas marketing & communication director UKTV • Simon Brown research audience & data UKTV • Jonathan Wise strategic planner REDBEE Media • Kevin Hill group creative director REDBEE Media • Ifat Raz creative director Promotheus, Israel • Giles Perry Digital Marketing Manager, BBC • Claire Wardle PHD researcher, BBC Journalism • Ian Grutchfield Doctor Who" brand manager " BBC • Matt McDermott director REDBEE Media • Shani lustgarten promo designer Promotheus, Israel Message, when they research BBC Contents will be on the top of the PageBlack, 2010 Promoting event & content Deliver the propel the right message, when they research BBC Contents will be on the top of the Page Perry, 2010 Try to diffraction & evolved UKTV brand with the viewer in a new platform Brawn, 2010 The challenge for TV channels are creating a unified look & feel for linear and non linear, will provide extra value for the viewers. Hill, 2010 Weaknesses promoting a program on web or smart phone Video on demand, Brown, 2010 Threatsvolatility of the market business, invest with the company shareholders Lucas, 2010 Acton, 2010 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  17. The framework for the development of the outcome. Up date & manage the accounts Create conversation DESIGN Improve company market position by using design MAINTAIN Giving immediate response Comments EVOLVE Permit anyone to reach & influence a brand globally Build Customer relationship Open for each channel its own Facebook, twitter & YouTube account Listen to your viewers, their opinions matters & influence on the brand AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  18. UKTV Framework Outcomes. (2005) (2004) (2003) (2004) (2006) AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  19. Framework using social media Which I develop New technology Second focus group Social media Workshop Expert interviews Market view Point Brand Image & value Literature review Acton, 2010 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

  20. THANK YOU ! AVITAL BANKAY 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY

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