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Zorko Arapovic Do media and FMCG brands really differ?

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Do media and FMCG brands really differ? Nataša Arapović, EPH Andraž Zorko, Valicon VALICON © 2007 | www.valicon. net 24.10. 2007
It is not the destiny of paper we should be worrying about ,[object Object]
The rise of print media brands - Combining different platforms under the same brand Free print version (yesterday news) On-line version (today news) Video- stream news via SMS UGC via SMS / WWW
The (r)evolution of print media consumer Reader Pasive User Participant G enerating C ontent Journalist Publisher Producer Advertiser
From a Product to the Brand
The logic beneath LIFE READER BRAND
Human needs or what do we need to be happy ? FUN FREEDOM POWER LOVE
Territory claim for Newspaper X FUN FREEDOM POWER LOVE
The strongest brand ,[object Object],[object Object],[object Object],[object Object]
You got to know WHO you are, not only WHAT you are: The case of newspaper X ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Identity Prism Quantification
Comparing the perception of the brand among four relevant groups
Identifying the elements of brand perception with the highest deviations
Imagine... Newspaper A (red) – Best choice for b uilding perception. Newspaper B (blue) – Best match in the target group.
Implications for readership research AIR period “ Recent Reading issues” Section Readership Specific Issue Readership PEX Engagement Editorial environment Print ad effectiveness Reader’s involvement RBS The quest for the new Holy Currency Brand Centric Planning
Inclusion of brand studies in readership research is inevitable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND IS YOUR WEAPON. USE IT!
[email_address] [email_address] Thank you! VALICON Zagreb Petra Grgeca 9 10000 Zagreb T: +385 1 633 15 00 F: +385 1 631 40 33 [email_address] VALICON Sarajevo Pruš ć akova 2 71000 Sarajevo T: +387 33 688 975 F: +387 33 668 975 [email_address] VALICON Ljubljana Kopitarjeva 2 1000 Ljubljana T: +386 1 420 49 00 F: +386 1 420 49 60 info@valicon.net

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Zorko Arapovic Do media and FMCG brands really differ?

  • 1. Do media and FMCG brands really differ? Nataša Arapović, EPH Andraž Zorko, Valicon VALICON © 2007 | www.valicon. net 24.10. 2007
  • 2.
  • 3. The rise of print media brands - Combining different platforms under the same brand Free print version (yesterday news) On-line version (today news) Video- stream news via SMS UGC via SMS / WWW
  • 4. The (r)evolution of print media consumer Reader Pasive User Participant G enerating C ontent Journalist Publisher Producer Advertiser
  • 5. From a Product to the Brand
  • 6. The logic beneath LIFE READER BRAND
  • 7. Human needs or what do we need to be happy ? FUN FREEDOM POWER LOVE
  • 8. Territory claim for Newspaper X FUN FREEDOM POWER LOVE
  • 9.
  • 10.
  • 11. Comparing the perception of the brand among four relevant groups
  • 12. Identifying the elements of brand perception with the highest deviations
  • 13. Imagine... Newspaper A (red) – Best choice for b uilding perception. Newspaper B (blue) – Best match in the target group.
  • 14. Implications for readership research AIR period “ Recent Reading issues” Section Readership Specific Issue Readership PEX Engagement Editorial environment Print ad effectiveness Reader’s involvement RBS The quest for the new Holy Currency Brand Centric Planning
  • 15.
  • 16. BRAND IS YOUR WEAPON. USE IT!
  • 17. [email_address] [email_address] Thank you! VALICON Zagreb Petra Grgeca 9 10000 Zagreb T: +385 1 633 15 00 F: +385 1 631 40 33 [email_address] VALICON Sarajevo Pruš ć akova 2 71000 Sarajevo T: +387 33 688 975 F: +387 33 668 975 [email_address] VALICON Ljubljana Kopitarjeva 2 1000 Ljubljana T: +386 1 420 49 00 F: +386 1 420 49 60 info@valicon.net