1. How important is your brand?
branding in the media business

2. Editor Marketeer

3. The image of a
product or
service as it is
perceived by
the consumer

4. brand characteristics

5. brand characteristics
Marking of the product or service
(brand name)

6. brand characteristics
Marking of the product or service
(brand name)
constant quality

7. brand characteristics
Marking of the product or service
(brand name)
constant quality
constant look

8. brand characteristics
Marking of the product or service
(brand name)
constant quality
constant look
good reputation in the market

9. brand characteristics
Marking of the product or service
(brand name)
constant quality
constant look
good reputation in the market
supported by communication
strategy

10. why have a brand?

11. why have a brand?
gives identity

12. why have a brand?
gives identity
orients buyers (they know what
they’re getting)

13. why have a brand?
gives identity
orients buyers (they know what
they’re getting)
builds trust

14. why have a brand?
gives identity
orients buyers (they know what
they’re getting)
builds trust
promises high quality or the quality
you want to perceive

15. why have a brand?
gives identity
orients buyers (they know what
they’re getting)
builds trust
promises high quality or the quality
you want to perceive
represents competence

16. why have a brand?
gives identity
orients buyers (they know what
they’re getting)
builds trust
promises high quality or the quality
you want to perceive
represents competence
sometimes social prestige,
knowledge

17. YES
the newspaper can
be seen as a brand

19. Marketing Circulation
department department
editorial
department
Distribution Add sales production

20. Goals of brand management

21. 1. increase in sales

22. The Economist sales
700
525
350
175
growth: 94% over 10 years
(9% year-over-year)
0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

23. 2. preference building and differentiation
from competitors

24. 3. building of a loyal customer base

25. 4. enabling of price premium
because of uniqueness

26. 5. increase in enterprise value

27. 6. specific branding for different
customer segments

28. 7. specific branding for different
platforms

29. New challenges
multi platforms, add-on products, give aways

31. multi product branding
umbrella branding
brand extensions

32. multi product branding

33. umbrella branding (1)

34. umbrella branding (2)

35. Branded House House of Brands
(umbrella branding) (multi product branding)
Harvard
Harvard Harvard
Business
University College
School
Harvard Harvard Harvard
Law Design Medical
School School School
The offering shares the brand with other The new brand needs its own
household members (like a family member house; it cannot share an existing
living at home). brand in the portfolio.

36. brand extensions

37. When to use an Established vs New Brand?

38. When to use an Established vs New Brand?

39. When to use an Established vs New Brand?
Will the established
brand enhance the
extension?

40. When to use an Established vs New Brand?
Will the established Will the
brand enhance the Yes extension product
extension? enhance the
established brand?
No, possibly
dilute or harm
extension
Create a new brand;
define relationship with established brand(s)

41. When to use an Established vs New Brand?
Will the established Will the Is there a
brand enhance the Yes extension product Yes compelling reason
extension? enhance the to generate
established brand? a new brand?
No, possibly
No, possibly
dilute or harm
dilute or harm
established
extension
brand
Create a new brand;
define relationship with established brand(s)

42. When to use an Established vs New Brand?
Will the established Will the Is there a
brand enhance the Yes extension product Yes compelling reason
extension? enhance the to generate
established brand? a new brand?
No, possibly
No, possibly
dilute or harm Yes No
dilute or harm
established
extension
brand
Create a new brand;
define relationship with established brand(s)
Do not create a new brand;
define relationship with
established brand

43. The brand game has changed!

45. Newspaper Companies

46. Newsmedia Companies

47. What does my brand stand for?

48. Core Brand Values: Definition

49. Core Brand Values: Definition
Core brand values are the three or four
values that uniquely define the essence
of the product(s)

50. Core Brand Values: Definition
Core brand values are the three or four
values that uniquely define the essence
of the product(s)

51. Core Brand Values: Definition
Core brand values are the three or four
values that uniquely define the essence
of the product(s)
The values are so inherent in your
products and company that if they
disappeared, your company would
cease to exist as it is.

52. Core Brand Values: print newspaper

53. Core Brand Values: print newspaper
integrity

54. Core Brand Values: print newspaper
integrity
connecting communities

55. Core Brand Values: print newspaper
integrity
connecting communities
reflecting diversity

56. Core Brand Values: print newspaper
integrity
connecting communities
reflecting diversity
watchdog

57. Core Brand Values: print newspaper
integrity
connecting communities
reflecting diversity
watchdog
reliable

58. The newspaper helps me
get more out of my life in
[geography] because it
makes me better informed
and more connected to the
local communities.

59. the newspaper has more local
knowledge than any other media.
reporters living and working
in the area.
a reliable brand for local
information

60. Worlds strongest brands
share 10 attributes

61. 1.The brand excels at delivering
the benefits customers truly
desire.
2.The brand stays relevant
3.The pricing strategy is based on
consumer’s perceptions of
value.
4.The brand is properly positioned.
5.The brand is consistent.

62. 6. The brand portfolio and hierarchy make
sense.
7. The brand makes use of and coördinates
a full repertoire of marketing activities to
built equity
8. The brand’s managers understand what
the brand means to consumers
9. The brand is given proper support and
that support is maintained over the long
run
10.The company monitors sources of brand
equity

63. baselines

64. Germany
There Is Always a Clever Mind Behind It -- Frankfurter
Allgemeine Zeitung
Be Nice to Each Other! -- Hamburger Abenblatt
Who Wants To Understand the World, Must Read It -- die
Welt
Picture Your Own Opinion -- Bild
Read it and You Will See More -- Süddeutsche Zeitung

65. Ireland
Before You Make Up Your Mind, Open It -- Irish
Independent
The Best Part of the Day -- Evening Herald
The Irish Times. For The Times We Live In -- the
Irish Times
Get The Real Story -- Kerry’s Eye Newspaper

66. Lebanon
Global Perspective. Local coverage -- The Daily Star
Brasil
A Newspaper Is As Good As The Truth It Prints -- Jornal
do Brasil
Your Read, You Know -- O Globo
The Right Hand of Do Grande ABC -- Díario Do Grande
ABC

69. Location: Christchurch, New Zealand
Name of Entry: quot;The Press - Brand Campaignquot;

70. Thank you
Thank you
Any questions? Feel free to contact me:
Tom Corbett
European Projects Manager, INMA
E-mail: tom@inma.be
Phone: +32 496 32 13 36
Fax: +32 3 288 69 47
Address:
Minderbroedersrui 9, 2000 Antwerp, Belgium