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AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY Build a Strategic Design Framework for UKTV Channels for tomorrows.

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Presentation on theme: "AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY Build a Strategic Design Framework for UKTV Channels for tomorrows."— Presentation transcript:

1 AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY Build a Strategic Design Framework for UKTV Channels for tomorrows new digital age Television Channel Branding

2 Logo from Top Left Corner : ABC, NBC,MULTIMEDIOS, CNN, BBC, DISNEY, MTV, FIVE, CBC, ABC, FREESAT, Yes, STARTING POINT KEY RESEARCH QUESTION AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

3 Design research 2 1.Why design a television channel identity? 2. What are the key elements for creating a successful channel, promoted in todays competitive market ? 3. Is there a cultural difference in designing promotion strategy between the Israeli and the UK market? 4.How to assess television channel brand? STARTING POINT - DR2 KEY RESEARCH QUESTION AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY The Outcomes of DR2 was: The Star System

4 STARTING POINT & OUTCOMES DR2 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Strategically Identify the BBC Brand Architecture use Design Outcomes of DR2

5 STARTING POINT DISSERTATION KEY ISSUE & FRAMEWORK 1.How does a television channel promote itself in the new digital age ? 2. How can social media help promote television? AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Brand Image & value Market view Point Literature review Social media Workshop New technology Second focus group Expert interviews Acton, 2010

6 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY KEY QUESTION How to create a recognizable visual identity in the complex and competitive media environment in the 21st century? AIM How to use design to create a strategic brand -led framework using social media, in order to develop brand identity & provide viewers with an emotional connection KEY QESTION & AIM PURPOSE OF THE STUDY

7 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY DESIGN RESEARCH TIMELINE METHODOLOGY Acton, 2010 PECHA KUCHADR2

8 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY MY DESIGN RESEARCH picture from my research process Acton, 2010

9 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY UKTV is craft each channel to an individual audience (Hill, 2010) Each channel its own strategy & visual identity (Lucas,2010) Close work with creative team at every stage: brand strategy, naming, brand identity (Brown, 2010) Re-Branding UKTVG2 into Dave at 2007 (Mawer, 2010) Each one of the channels is an individual and has its own identity. (Bowen,2010) UKTV win several awards in 2009 Marketing Design, DBA Design Effectiveness,, Promax UK UKTV, 2010 UKTV Television, 10 channels identities

10 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Kotler, 2005 LITERATURE REVIEW Design marketing tools, strategy & analysis Kotler's blue ocean strategyPorter's five forces industry competitive analysis Social media Porters, 1985

11 Interviews primary Secondary Quantitative Web/TV observation Case study Literature review Focus group qualitative Podcasts events AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Identify the UKTV brand strategy and their comparatives Evaluate the visual graphic identity from the competitive channel Explore current and future media and technological developments in today's market Formulate a strategic framework for developing the UKTV brand for tomorrows market. RESEARCH OBJECTIVE Color mapping the research objective Objective 1 Objective 2 Objective 3 Objective 4

12 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Identify the UKTV brand strategy and their competitors Objective 1 Neumeier, 2006 understand the need of the company in all its elements and its customers own by BBC Worldwide & Virgin Media gorilla branding for the Good Food channel Red Bee Media is provided creative solution

13 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY BBC One 1922 - Today Yes stars Color code Dave The home of witty banter Evaluate the visual graphic identity from the competitive channel Objective 2 CASE STUDY Marketing mix - promotion

14 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Social Media in the New Age If you build it, they will come! Social media is the new trend in today's market. much like television connect everything together. Explore current and future media and technological development in today's market Objective 3

15 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Explore current and future media and technological development in today's market Objective 3 the average person spends around 3.8 hours watching television every day people in the UK spend 7 hours a day watching TV, surfing the net & using their mobile phones. multi-tasking Viewers are also watching more on-demand television on catch-up services such as the BBC iPlayer and ITV Player 16 – 24 years old appeared to consume the least, spending just 6.35 hours a day on the phone, laptop, radio or television. sometime doing all at the same time Annual Social Report - August 2010

16 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Coordinate all the elements of the brand and unify the strategy across the media Acton, 2010 Interviews with 1.Naftali Miron CEO Thee Israeli network 2.Simon Black board director Design Bridge 3.Matthew Litteford Controller at UKTV 4.Charlie Mawer controller REDBEE Media 5.Tom Lucas marketing & communication director UKTV 6.Simon Brown research audience & data UKTV 7.Jonathan Wise strategic planner REDBEE Media 8.Kevin Hill group creative director REDBEE Media 9.Ifat Raz creative director Promotheus, Israel 10.Giles Perry Digital Marketing Manager, BBC 11.Claire Wardle PHD researcher, BBC Journalism 12.Ian Grutchfield Doctor Who" brand manager " BBC 13.Matt McDermott director REDBEE Media 14.Shani lustgarten promo designer Promotheus, Israel Formulate a strategic framework for developing the UKTV brand for tomorrows market. Objective 4 Promoting event & content Deliver the propel the right message, when they research BBC Contents will be on the top of the Page Perry, 2010 Message, when they research BBC Contents will be on the top of the Page Black, 2010 Threats volatility of the market business, invest with the company shareholders Lucas, 2010 Try to diffraction & evolved UKTV brand with the viewer in a new platform Brawn, 2010 The challenge for TV channels are creating a unified look & feel for linear and non linear, will provide extra value for the viewers. Hill, 2010 Weaknesses promoting a program on web or smart phone Video on demand, Brown, 2010

17 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY The framework for the development of the outcome. DESIGN Improve company market position by using design MAINTAIN Giving immediate response Comments EVOLVE Permit anyone to reach & influence a brand globally Open for each channel its own Facebook, twitter & YouTube account Up date & manage the accounts Create conversation Listen to your viewers, their opinions matters & influence on the brand Build Customer relationship

18 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY UKTV Framework Outcomes. (2004) (2005 ) (2003) (2004) (2006)

19 AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY Framework using social media Which I develop Brand Image & value Market view Point Social media Workshop New technology Second focus group Expert interviews Acton, 2010 Literature review

20 THANK YOU ! AVITAL BANKAY 0936872 Dissertation Presentation 2010 MA DESIGN BRANDING STRATEGY


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