Presentation is loading. Please wait.

Presentation is loading. Please wait.

BRAND TV AVITAL BANKAY 0936872 MA DESIGN BRANDING STRATEGY.

Similar presentations


Presentation on theme: "BRAND TV AVITAL BANKAY 0936872 MA DESIGN BRANDING STRATEGY."— Presentation transcript:

1 BRAND TV AVITAL BANKAY MA DESIGN BRANDING STRATEGY

2 TV Today Correct brand management enhances the brand by attracting new viewers & promoting loyalty despite the competition. Understanding the brand value is critical. AVITAL BANKAY MA DESIGN BRANDING STRATAGY Background research Motivation Start Adapted from McDowell, Batten 2005

3 Packaging brand Same Ring. Has the value changed? AVITAL BANKAY MA DESIGN BRANDING STRATAGY Background research Motivation Start

4 Time line Research approach AVITAL BANKAY MA DESIGN BRANDING STRATAGY Background research Motivation Start Aim Key Research Questions plan Literature review Methodology Explore Research tools Justification Purpose Analyse Discuss Analyze Outcomes Conclusion Fined Step by step Gide Design new brand Suggest Design thinking Creative thinking (Huang,2007)

5 The Israeli Network cases study AVITAL BANKAY MA DESIGN BRANDING STRATAGY Inspiration New Look TV promotion OLD DESIGN REDESIGN Background research Motivation Start (IVP, 2007)

6 Why build a strong brand identity for TV channels? Provides focus and direction Consistent viewer experience & developing a "Live-Brand“* Create customer loyalty by achieving Lovemark Motivate employees AVITAL BANKAY MA DESIGN BRANDING STRATAGY Why? * Consistently evolving brand

7 AVITAL BANKAY MA DESIGN BRANDING STRATAGY Aim Key Questions objectives plan Key Question & Aim To develop design – led brand strategy to create & distinguish a new TV brand for the UK How to distinguish TV brand & what are the key elements of a successful brand, where do brands go wrong?

8 AVITAL BANKAY MA DESIGN BRANDING STRATAGY Aim Key Questions objectives plan Objectives To indentify the graphic codes of promotion package design in the media To evaluate UK & Israeli TV contents, in relation to the brand identity and equity To explore viewers relationship with brand through Lovemark To develop a step-by-step guidelines package design tool

9 AVITAL BANKAY MA DESIGN BRANDING STRATAGY Literature review methodology Explore Philosophical Approach Complexity harms everyone. So simplicity is everyone's business. So why not let everyone help out? (De Bono, 1999) Many people talk abut branding, but very few people know how to actually do it. (Wally Olins, 2008)

10 AVITAL BANKAY MA DESIGN BRANDING STRATAGY Literature review methodology Explore Primary Secondary Literature Review Insight Literature TV Industry People with experience TV Channels Viewers Theory Thesis Company design & brand brief Company Case study Interviews in UK & Israel market Sending E Consulting new theories Promax Awards Company event & competition BBC cases study Broadcasting analysis Interviews Observe to compare Compare different channels Analysing brand equity Focus group Ask question

11 Case study BBC Logo guideline AVITAL BANKAY MA DESIGN BRANDING STRATAGY The BBC logo is our most valuable visual asset. Consistency is essential in order to protect the BBC brand. (BBC) DO DON’T DO Logo is not just a neutral for a business but the profound revelation of all meanings associated with a brand. (Gob’e, 2007) LOGO SIZE Research tools justification Purpose

12 Case study BBC Channels VS Yes channel Promo for event AVITAL BANKAY MA DESIGN BRANDING STRATAGY BBC Channels TrailersYes Channel Trailers

13 Case study BBC Channels VS Israeli channel Dexter Promo AVITAL BANKAY MA DESIGN BRANDING STRATAGY UK PROMOISRAELI PROMO

14 Industry & professional support Companies We connect viewers with the magic of television. (Red Bee media) Create beautiful work for our clients that attracts viewers and wins customers. (Beautiful TV) AVITAL BANKAY MA DESIGN BRANDING STRATAGY Beautiful TV Red Bee Media

15 Awards & Beneficiaries Promaxbda Is a global, non-profit association dedicated to being the leading creative inspiration and career development for marketing, promotion and design professionals within the entertainment information industry. (Promaxbda) AVITAL BANKAY MA DESIGN BRANDING STRATAGY Beneficiaries are: Creative company TV Channels Viewers

16 Methodology investigation* PHASE 1PHASE 2PHASE 3 AVITAL BANKAY MA DESIGN BRANDING STRATAGY * Time line Literature Review TV Packaging Emotion branding Cass study BBC Logo guide Packaging Promo Observe & benchmark 2 brand Interviews YES Creative Manager IVP Marketing Manager BBC Creative Manager Viewers feelings to leading Lovemark brand Develop a guideline tool that works as a framework for strategic design (Kawauchi, 2007) FINALNEXTNOW Research tools justification Purpose

17 Potential outcome 5 Steps for brand simplification through packaging design Simplify Optimise Clarify Inspire Communicate AVITAL BANKAY MA DESIGN BRANDING STRATAGY (Chanudet, 2008) The SSC Shape Sound Colour Develop viewer Loyalty & Lovemark (Roberts, 2005) Outcomes Conclusion Fined Enhance the costumer experience LOGO CHANNEL PACKAGING VIEWER EXPIRIENCE (IVP, 2007)

18 References AVITAL BANKAY MA DESIGN BRANDING STRATAGY Red Bee media Promaxbda Beautiful TV The Israeli Network BBC Channel De Bono, E Simplicity, penguin books Lam, 2010 Research Methodology Research Strategy (Kawauchi, 2007 The research Methodology) BDA creative McDowell, W & Batten, A branding TV. Focal press AGB Nielsen Media Research Cable NCTA The National Cable & Telecommunications Association, NATPE National Association of Television Program Executives, CTAM how cable growth Roberts, K,2005 LOVEMARK.powerhouse New York Olins, W 2008 Wally Olins: the brand handbook. Thames & Hudson Gob’e M, 2007 Brandjam DMI Allworth press


Download ppt "BRAND TV AVITAL BANKAY 0936872 MA DESIGN BRANDING STRATEGY."

Similar presentations


Ads by Google