Session 1 year 2011-2012

1. branding & experience marketing

2. B ® AND EX20 11 ™

3. session 1 an introduction to branding

4. John Verhoeven MSc. Brand management

8. © SAP 2009 / Page

9. TWITTER VOTING © SAP 2009 / Page 1. Option 1 2. Option 2 3. Option 3

10. t he book ISBN: 978-90-430-1729-9

11. course outline (first 7 weeks) Session Subject Chapter Keller 1: Introduction in branding, brand management and global course overview 1.1 till 1.4 2: Branding music, events and entertainment 1.5 till 1.6 3: Creating brand value 2 4: Brand positioning & brand elements 3 & 4 5: Future branding: brand activation 5 & 6 6: Brand psychology: Neuromarketing 7 7: Measuring brand value 8 / 9 & 10

12. session 1: an introduction to branding

13. why this ‘branding’ course?

14. reference: chapter 1 ‘strategisch merken management’

23. a split second

44. what is a brand?

48. what is a brand?

50. “ … a brand is a name, term, symbol, or design, or a combination of them, intended to identify goods and services of one seller or group of sellers and to differentiate them from those of competition… ” source: American Marketing Association definition (1)

51. “ … een merk is een naam, logo, symbool of ontwerp, of een combinatie van deze zogeheten merk elementen, dat wordt teogevoegd aan een product… ” source: Strategisch merkenmanagement definition (2)

52. “ … a brand is a intangible but critical component of what an organization stands for… ” source: Brand Asset Management, Scott M. Davis definition (3)

53. brands have got their own stories

55. brands have got their own life-cycle

58. brands have got their own personality

61. brands have got their own responsibility

66. brands have got their own theory

69. brands have got their own rivals

71. history of branding link

74. what is branding ?

75. “ … 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

76. brand the brander the brander users

77. can everything become a brand?

80. © SAP 2009 / Page

81. branding services

82. branding retailers

83. branding online products

84. branding people & organisations

85. branding sports & arts

86. branding regions

87. branding entertainment

89. what is branded entertainment?

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

93. thank you!