1. Concepting

2. Virgin Atlantic ...Is an airline company with a wide additional product range, reaching from vodka to computer games...

4. It‘s mission statement could be formulated as: “ rebelliousness is healthy for business, playfulness and dreaming is not incompatible with adulthood“

5. ...This attitude is reflected in their ads...

6. ... And actions ... Virgin‘s CEO Richard Branson is known for his advantagous activities and was the first to cross the Atlantic in a hot air balloon

7. Apple users ... ... simply love their Macbook, ipad, iphone or any other product Apple launches

8. Apple The vision for Apple emerged from observing how people at work wrestled with their computers -> the solution: a fun, user frindly, light-weighted computer

9. United Colors of Benetton embodies a cosmopolitan vision of the world ... Young people throughout the world are part of one big, open-minded joyful family

10. ...which is represented in itsadvertisments... ... in the color scheme of its clothes, in its own magazine “Colors“ and in their for human rights

11. Nike Nike represents a world of persistence, self-confidence, aspiration, performance, dedication and excellence.

12. What do these brands have in common?

13. ... They are all concept brands

14. Concept brands are based on a concept A concept is a rubric under which you can find

17. From traditional Marketing to Concepting In Marketing, all emphasis was on the

18. Marketing When Kotler invented the marketing approach of the 4 P‘s Product, Price, Place and Promotion in 1956, it was the era of booming mass consumption, industrialization and growing population

24. Concepting can be considered‘marketing – in –reverse‘ Concepting focuses on Communication and only as a last step on the product itself Products are interchangeable as long as they are in line with the concept Consumers of concept brands are considering a “following“ rather than target group“and are no longer defined in terms of socio-demographic factors

25. Concept brands like its following to feel on the same level as the brand... ...That is why concept brands have interactive websites to make consumers feel they are part of the club “The company, the brand, they are you“

26. Other concept brands are ...

27. Find more information in “Concepting“ by Jan Rijkenberg (2000)