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Brand image in music

Brand image in music. Dr. Karel Jan Alsem Prins Claus Conservatorium, 19.11.15. Marklinq: research group/institute. Agenda. Marketing, branding and image Importance of image Brands and image in music How to build brand image. % preference (blind test). % preference (with bottle). 51.

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Brand image in music

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  1. Brand image in music Dr. Karel Jan Alsem Prins Claus Conservatorium, 19.11.15

  2. Marklinq: research group/institute

  3. Agenda • Marketing, branding and image • Importance of image • Brands and image in music • How to build brand image

  4. % preference (blind test) % preference (with bottle) 51 23 44 65 5 12 Brands: vs. = ‘branded’ No preference Source: Chernatony & McDonald 1994

  5. What is marketing? • Culture • Strategy • Tactics

  6. Marketing as culture Target groups, consumers Brand DNA and added value

  7. Marketing strategy en -tactics Place/channels Personnel Positioning ?? Target group Promotion/ communication Product/service Price

  8. Personnel Filter Brand positioning Persons in the organization Uitstraling Naar buiten Do we all ?

  9. Management and orchestras Floris Hurts, the business composition (what managers can learn from especially orchestras!)

  10. Strong brand (1): awareness Many people in target group know the brand name

  11. Strong brand (2): brand image = assocations Unique Favorable Strong

  12. What are your associations with the following brands? “Friendship” “Safety”

  13. A brand is about: Also in music you can differentiate in your music and/or your personality

  14. Why is image important?

  15. Reasons why image is important • Competition • Consumers mostly show low involvement in buying brands • Consumers mostly make unconscious decisions • So: be dominant and relevant!

  16. Image in music: what kind of brands? • Artists/groups • Orchestras • Individual musicians • Compositions • Conductors • Composers • ....

  17. At what level to brand? Orchestra Conductor Musician Musician Musician Musician Musician Musician Musician Musician Musician Musician Musician Musician Composition

  18. Branding of a music organization or personal branding What is your role and identity?

  19. Different categories in music brands • Different target groups • Different ways of ‘creating’ brand images? • Different ways of ‘managing’ brand images?

  20. Music • It is all about emotions!!! • Big opportunity for branding!

  21. Brand personality Jennifer Aaker (1997)

  22. Large heart share: 4 brand laws Different Strong brand

  23. Communication • What makes you unique? • Tell it! Be visible! Spread your message • Website • Social • Blog • And of course: Youtube!

  24. Conclusions • Image is important • In music different kind of brands • Opportunity: emotion, in music but also in your branding • Same guidelines: focus, be different, consistent and visible • Use social media

  25. Good luck with growing into a famous music brand! Karel Jan Alsem Professor of Applied Sciences in Marketing www.marklinq.nl k.j.alsem@pl.hanze.nl

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