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Brand Integration

Brand Integration. Bo Kampmann Walther Aktuel Mediebrug FS2014. INTRO – THE BASICS. Hvad er et brand?. Image Value Loyalty. ” Brand-knapper ” …. IMAGE. VALUE. LOYALTY. APPLE – KULT ELLER RELIGION ??. Case: Apple. Vertikalt integrerede systemer. V.I.S. oplevelsesdimensioner.

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Brand Integration

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  1. Brand Integration Bo Kampmann Walther Aktuel Mediebrug FS2014

  2. INTRO – THE BASICS

  3. Hvad er et brand? • Image • Value • Loyalty

  4. ”Brand-knapper” … IMAGE VALUE LOYALTY

  5. APPLE – KULT ELLER RELIGION ??

  6. Case: Apple

  7. Vertikalt integrerede systemer

  8. V.I.S. oplevelsesdimensioner

  9. Horisontale “ting”

  10. RELIGION

  11. Vigtig diskursiv-kulturel forskel: • Branding SOM religion • Branding ER religion …

  12. Brand fællesskaber

  13. Branding som ”religion”

  14. Branding som ”religion” • 1. a unique sense of belonging • 2. a clear vision with a sense of purpose • 3. take power from your enemies • 4. Authenticity • 5. consistency • 6. perfection • 7. sensory appeal • 8. Rituals • 9. Symbols • 10. mystery

  15. BRAND INTEGRATION

  16. Brand Integration Wheel - 1

  17. Brand Integration Wheel - 2

  18. Brand integration • BMW (X5, i8)

  19. ”Wait ’til you see the car …!”

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