The document discusses branding and cultural entertainment. It provides definitions of branding from experts, noting that a brand transfers information, meanings and feelings. It discusses how brands can differentiate products, reduce price competition, and help build communities. The document also discusses branded entertainment and how brands partner with music groups and movies to promote their brand. It provides examples of how Kiss and Sony have leveraged entertainment partnerships to grow their brands to over $1 billion.

1. getto media media als cultuurdrager

2. music, branding & communities

3. did you know? link

4. so what does it al mean?

9. how do we make money?

15. what is a brand ?

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

17. “ ...a brand is a perfect tool for transferring information, meanings and feelings through media...”

18. values brand community

19. what is branded entertainment?

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

24. “ ...Kiss has licensed its name to more than 2,000 product categories, from lunch boxes and comic books to credit cards and condoms to become nearly a one-billion-dollar brand..."

27. “ ...Sony is estimating ‘This Is It’ will make $250 million in the movie’s first five days, which would shatter the current record of $204m held by ‘The Dark Knight’. Sony believes the movie will end up generating revenues of around $1 billion...”

29. “ ...a b(r)and is a perfect tool for transferring information, meanings and feelings through media...”

30. brand media community music

31. how do we make money?

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

35. target group sub-target group brand X band X

43. stevie ann

47. zonneradar .nl link

50. industry related brand ventures

53. non-industry related brand ventures

64. a community gives input to the meaning and value of the brand: “…if you’re like us, you use brand X…”

65. a band gives input to the meaning and value of the brand: “…if the band srews up, so does the brand…”

68. the dixie chicks

69. The Dixie Chicks are a country music group, comprising three women; Martie Maguire, Natalie Maines, and Emily Robinson. Together, they have sold over 36 million albums as of May, 2008. The group formed in 1989 in Dallas, Texas, was originally composed of four women performing bluegrass and country music and touring the bluegrass festival circuits and small venues for six years, without attracting a major label. After the departure of one band mate, the replacement of their lead singer, and a slight change in their repertoire, The Dixie Chicks achieved massive country music and pop success, beginning in 1998 with hit songs like "Wide Open Spaces", "Cowboy Take Me Away", and "Long Time Gone". The women became well-known for their independent spirit and outspoken comments on controversial subjects, including politics.

77. questions? /comments

78. thank you!