1. B ® AND EX20 11 ™

2. session 2 branding music, events & entertainment

6. what is a brand ?

7. “ … a brand is a intangible but critical component of what an organization stands for… ” source: Brand Asset Management, Scott M. Davis

8. what is branding ?

9. “ … branding is the blend of art and science that manages associations between a brand and memories in the mind of the audience. It involves focusing resources on selected tangible and intangible attributes to differentiate the brand in an attractive, meaningful and compelling way for the targeted audience. … ” source: Brandchannel.com

12. Strategisch Merkenmanagement-proces

13. branded entertainment

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

15. why brands become more important in EME… 6 reasons why

18. 2. entertainment products drift towards commoditization: “ …they ’ re on every street corner!... ”

21. 3. a brand differentiates the entertainment product from similar offerings: “ …standing out of the crowd!... ”

22. 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!

23. 4. a brand reduces the need to compete on price or donations: “ …willing to pay for the best!... ”

25. “ In 2009, 2010 & 2011 the Lowlands festival sold out without any bands or acts being announced!”

26. 5. a strong brand gives employees a focus and sense of purpose: “ …what are we doing here?... ”

28. 6. a strong brand can help to identify a certain community or group of people: “ …we share the same brands! (and values)... ”

31. more about brands & communities in another session

32. “ … the goal of a brand is to establish a monopoly position in the mind of an individual…. ”

34. but how do we do it?

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

38. create a logo design, colour, tagline

42. always be consistent persistence does pay off

45. use the right faces celebrity endorsement

50. give a brand meaning we are this, not that

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

56. MOKEGROLSCHJUNKIEXL

64. Radiofragment

65. NO LOGO a countermovement

67. new concepts blending it all together

68. a red case

74. discussion time

75. 1. selling red concept branded goods is actually an easy marketing tool to buy off social responsibility while strengthening the ties a consumer has with a corporate brand

76. 1. selling red concept branded goods is actually an easy marketing tool to buy off social responsibility while strengthening the ties a consumer has with a corporate brand I agree: @votebytweet option 1 #voteredbrandex2011 I disagree: @votebytweet option 2 #voteredbrandex2011

77. 2. 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

78. 2. 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 I agree: @votebytweet option 3 #voteredbrandex2011 I disagree: @votebytweet option 4 #voteredbrandex2011

79. © SAP 2009 / Page 1. Option 1 2. Option 2 3. Option 3 4. Option 4

80. summary /conclusion

82. thank you!