Brand Integration
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Transcript of Brand Integration
Brand Integration
Bo Kampmann WaltherAktuel 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.
oplevelsesdimensioneroplevelsesdimensioner
Horisontale “ting”
RELIGION
• Vigtig diskursiv-kulturel forskel:– Branding SOM religion– Branding ER religion …
Brand fællesskaber
Branding som ”religion”
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
BRAND INTEGRATION
Brand Integration Wheel - 1
Brand Integration Wheel - 2
Brand integration
• BMW(X5, i8)
”Wait ’til you see the car …!”