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BRANDING IN MASS COMMUNICATION MEDIA Usanov A. Kazan , 200 8
<ul><li>The audience relationship to trade mark or media brand is one of the best indicator of media business efficiency w...
<ul><li>Defining niche and  successful positioning : </li></ul><ul><ul><li>tuning out or distinction from competitors , </...
1.  Information  about media accessibility. 2.  Content’s importance for audience (useful of content) . 3.  Content’s iden...
The main activities in promotion of media should be forwarded to form image of media company or image of media brand. And ...
<ul><ul><li>Brand definition . </li></ul></ul>Brand is complex perception of product in consumer’s mind Lee Hunt, expert i...
<ul><ul><li>Brand’s distinctions. </li></ul></ul>Goods : Media brands have some features! Products : Media : Services :
<ul><ul><li>What  are  brands need ed  for? </li></ul></ul>Brands form distinctions ,  distinctions form advantages in com...
<ul><ul><li>FAQ about brands: </li></ul></ul>-  How are brands identified? sign ,  Trade Mark ,  logo ,  firm style ,  mis...
<ul><ul><li>Brand communication with consumer : </li></ul></ul>legend philosophy promises <ul><li>In this way of communica...
<ul><ul><li>What brand is and what it’s “made from”? </li></ul></ul>We can “grow” the brand. Brand strategy (trunk) Brand ...
<ul><ul><li>Brand visual structure. </li></ul></ul>Associated media brands or daughter brands Main brand or head-brand
<ul><ul><li>Brand summary. </li></ul></ul>-  Brands exist in consumer’s mind . -  Brands could and should be formed, and t...
Thank you for your attention! Usanov A. [email_address]
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Branding in mass communication media

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Branding in mass communication media

  1. 1. BRANDING IN MASS COMMUNICATION MEDIA Usanov A. Kazan , 200 8
  2. 2. <ul><li>The audience relationship to trade mark or media brand is one of the best indicator of media business efficiency when competitive level of mass communication media is too high. </li></ul><ul><li>Types of niche : </li></ul><ul><li>Program niche or content niche . </li></ul><ul><li>Demographic niche . </li></ul><ul><li>Psychographic niche . </li></ul><ul><ul><li>Niche marketing . </li></ul></ul>
  3. 3. <ul><li>Defining niche and successful positioning : </li></ul><ul><ul><li>tuning out or distinction from competitors , </li></ul></ul><ul><ul><li>personal philosophy ( uniqueness of brand ), </li></ul></ul><ul><ul><li>adequacy to the consumer. </li></ul></ul><ul><li>The positioning strategy gives us the answer to the question: what and how to do it to form one of the niches and archive a success! </li></ul><ul><ul><li>It’s very important to be distinguishable. </li></ul></ul><ul><ul><li>Distinguishes and features are everywhere, but these should not be “idle”. </li></ul></ul><ul><ul><li>Distinguishes should be declared with the help of PR and promotion, these should be demonstrated with the help of design and advertising. </li></ul></ul><ul><ul><li>Positioning of mass communication media . </li></ul></ul>
  4. 4. 1. Information about media accessibility. 2. Content’s importance for audience (useful of content) . 3. Content’s identification as certain media channel . Branding creates image for media that confirms correspondence between the media content and the audience . The conception of media branding has economical, marketing nature and reflects social side of the media and relationship with consumer at the same time. <ul><ul><li>Media branding . </li></ul></ul>
  5. 5. The main activities in promotion of media should be forwarded to form image of media company or image of media brand. And the right choice of media positioning plays the main role in this long and continuous process. <ul><ul><li>Promotion and media brand . </li></ul></ul>
  6. 6. <ul><ul><li>Brand definition . </li></ul></ul>Brand is complex perception of product in consumer’s mind Lee Hunt, expert in media
  7. 7. <ul><ul><li>Brand’s distinctions. </li></ul></ul>Goods : Media brands have some features! Products : Media : Services :
  8. 8. <ul><ul><li>What are brands need ed for? </li></ul></ul>Brands form distinctions , distinctions form advantages in competition . Brand Distinctions Audience Ratings Sales $ $ $
  9. 9. <ul><ul><li>FAQ about brands: </li></ul></ul>- How are brands identified? sign , Trade Mark , logo , firm style , mission ... - How are brands demonstrated? attributes, behavior and character ... - What do people think about our brand? marketing researches, analytics ... - What do we want them to think about our brand? strategy , positioning ... - How to form media brand and control it? « brand tree », group of brand-management ...
  10. 10. <ul><ul><li>Brand communication with consumer : </li></ul></ul>legend philosophy promises <ul><li>In this way of communication it is important to: </li></ul><ul><li>touch imagination , </li></ul><ul><li>“ fall into the heart” to get loyal consumer , </li></ul><ul><li>keep in touch feelings and emotions . </li></ul>Consumer ( reader, viewer, user ) Media Brand ( mass communication media )
  11. 11. <ul><ul><li>What brand is and what it’s “made from”? </li></ul></ul>We can “grow” the brand. Brand strategy (trunk) Brand appearances (branches) Brand personality (roots)
  12. 12. <ul><ul><li>Brand visual structure. </li></ul></ul>Associated media brands or daughter brands Main brand or head-brand
  13. 13. <ul><ul><li>Brand summary. </li></ul></ul>- Brands exist in consumer’s mind . - Brands could and should be formed, and the positioning is playing a key role in this case . - Brands bring to consumers feelings of co-participation in something important . - Brands increase cost of business . - It is difficult to build brands and easy to destroy . - Good brands have some measurements : functionality, emotionality, social side, emotional components . - Consumers are able to forgive some disadvantages of strong brands .
  14. 14. Thank you for your attention! Usanov A. [email_address]

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