B®ANDEX2011™

Session 11new ways of branding

Vorige week

• International branding

• Regionalisering vs. Mondialisering

• Voor- en nadelen van mondialisering

• 5 dimensies van Hofstede

• Buurmanmethode en filtermodel

• Distributieselectie (piggy-back methode)

stevie ann

zonneradar.nl

link

industry related brand ventures

non-industry related brand ventures

values

tokiohotel

community

• young

• creative

• urban

• metro-sexual

values

tokiohotel

community

• young

• creative

• urban

• metro-sexual

uitleg werkvorm

• kies uit de volgende categorie telkens 1 onderdeel: – 1. music brands– 2. community– 3. values– 4. corporate brands

• maak koppelingen tussen de 4 entiteiten door middel van het volgende model

• onderbouw de keuzes die je maakt

3. values (+ 3 kenmerken)

1. music brand

2. Community(+ naam)

4. corporate

brand

1.Music

brand

2.Community 3.Community values

4.Corporate brand

Onderbouwing

Hieronder graag

een cijfer invullen

Noem 3 waarden die

bij de community passen

Hieronder graag

een cijfer invullen

1

2

3

4

5

6

7

8

9

10

wat hebben we geleerd ?

• door het toepassen van crossbranding versterkt de beleving bij merken als daarbij de juiste, versterkende combinatie wordt gemaakt of gezocht

• combinaties tussen twee brands zijn weloverwogen om consumentengroepen

te kunnen bereiken

• en verder? Eigen voorbeelden?

a community gives input to the meaning

and value of the brand:

“…if you’re like us, you use brand X…”

a band gives input to the meaning and value

of the brand:

“…if the band srews up, so does the brand…”

THE DIXIE CHICKS

THE DIXIE CHICKSThe Dixie Chicks are a country music group, comprising three women; Martie Maguire, Natalie Maines, and Emily Robison. Together, they have sold over 36 million albums as of May, 2008.

The group formed in 1989 in Dallas, Texas, and was originally composed of four women performing bluegrass and country music, busking and touring the bluegrass festival circuits and small venues for six years, without attracting a major label. After the departure of one bandmate, 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.

Ten days before the 2003 invasion of Iraq, lead vocalist Natalie Maines said "We don't want this war, this violence; and, we're ashamed that the President of the United States is from Texas", (the Dixie Chicks' home State). As of 2008, they have won thirteen Grammy Awards, with five of them earned in 2007 including the coveted Grammy Award for Album of the Year for Taking The Long Way.

THE DIXIE CHICKS

• “Wide open spaces”

• “Long time gone”

• Lipton

Lipton is one of the world's best known and best-selling brands ofboth hot leaf and ready-to-drink tea. It is currently owned byUnilever. Over the course of acentury, Lipton has become a dominant tea brand in manymarkets. The brand is well-represented in many countriesacross the globe, including the US, Russia, Saudi Arabia,France, Japan, Australia, and Sweden.

Compared to other tea brands, Lipton has always had a strongfocus on innovation, given its continuous launch of both leaf teaand ready to drink tea products. Products target the massmarket and are generally positioned in the middle of the pricespectrum for tea. Due to its size, Lipton is also a dominant playerin tea expertise in the world.

In 1991, Unilever created a first joint venture withPepsiCo, the Pepsi Lipton Partnership, for themarketing of ready to drink (bottled and canned)teas in North America. this was followed by asecond joint venture, Pepsi-Lipton International(PLI) in 2003, covering many non-US markets. PLIwas expanded in September 2007 to include anumber of large European markets. Both PepsiCoand Unilever control 50% of the shares of these joint ventures.

Shut up & sing

• Deel 1

• Deel 2

• Deel 3

• Deel 4

An ad for Lipton Iced Tea that features the Dixie Chicks is temporarily on hold, according to people familiar with the situation. The country music group’s lead singer in March during a concert was made comments critical of President Bush in the days leading up to the country’s war with Iraq.

A spokeswoman for Unilever, which jointly markets Lipton with PepsiCo in the Pepsi-Lipton Tea Partnership, would not comment on why the Dixie Chicks ad is not running but said, “Lipton has a number of different advertising and promotional plans in the works and has opted for now to run the commercials that currently are on air.”

It’s uncertain when or if the ad will run. The ads were to have debuted in May to coincide with the group’s first world tour in three years. Three current 30-second spots, which focus on getting back to a healthy way of living, started running in May in the slots designated for the Dixie Chicks ad, according to one person familiar with the situation. The person said the ads were rushed into production after comments made by Natalie Maines, the group’s lead singer, caused a furor among some country music fans.

Volgende week

• Samenvatting van de volledige stof

• Het merkenspel

questions? /comments

thank you!