Musikkens kommercielle værdi

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Præsentation holdt den 14 februar for Music2Business

Text of Musikkens kommercielle værdi

  • 1. LYDENSKOMMERCIELLEVRDIGENNEM UNIKKE BRAND OPLEVELSER

2. http://www.cko.dk/gruppe/exploring-sound-logosSonic Minds@JulieWinther | www.juliewinther.blogspot.com 3. @JulieWinther | www.juliewinther.blogspot.com 4. @JulieWinther | www.juliewinther.blogspot.com 5. LYDBRANDING ER ENVIRKSOMHEDS:Bevidsthed om ..Strategi for ...Implementering af ..@JulieWinther | www.juliewinther.blogspot.com 6. LYDLOGOETLydlogo er:En kort lydsekvens (typisk uden sang), der bruges til at reprsentere etbrandTypisk p 3-6 toner, men kan ogs best alene af optagede lyde,lydeffekter mv.Lydlogo som musik:Bde virksomheder og forskere er bundet af en diskussion baseret pmusiske termer ssom genre, (personlige) musik prferencer,komposition, tempo, mv.Lydlogo som brand element:Vi kan diskutere lydlogoet i et markedsfrings- og brandingperspektiv.Mulighed for at sammenstille lydlogoet med andre brand elementer ogevt. se p interaktionen herimellem.Bruge velkendte brand element success kriterier, som har vretstuderet gennem mange r bde praktisk og teoretisk.@JulieWinther | www.juliewinther.blogspot.com 7. FORSKNING I LYDLOGOERMlevrktjer:1. Lydlogoers associationer og hvordan deres profil ser Association network theory ud (Collins & Loftus, 1975) Hvordan danner lydlogoer mening?Brand Personality Dimensions(J.Aaker, 1997)Brand Element Success CriteriaKeller (2008)1. Lydlogoers pvirkning p Core Affect brand image(Russell 1980) Hvordan vurderes lydlogo, og visuelt logo p Brand Personalities skalerne?@JulieWinther | www.juliewinther.blogspot.com 8. LYDENSAssociation network theory (Collins & Loftus, 1975)ASSOCIATIONER@JulieWinther | www.juliewinther.blogspot.com 9. AUDIO BRANDBrand Personality Dimensions (J.Aaker, 1997)PERSONALITY@JulieWinther | www.juliewinther.blogspot.com 10. www.soundslikebranding.com@JulieWinther | www.juliewinther.blogspot.com 11. @JulieWinther | www.juliewinther.blogspot.com 12. @JulieWinther | www.juliewinther.blogspot.com 13. REFERENCER Aaker, Jennifer L. (1997): Dimensions of Brand Personality. Journal of Marketing Research, vol. 34/3August, p.347-356 Balmer, John (2001): Corporate Identity, corporate branding and corporate marketing; Seeing throughthe fog. European Journal of Marketing, vol.35/3/4, p.248-291 Bronner, Kai & Hirt, Rainer (Hrsg.) (2007): Audio-Branding: Entwicklung, Anwendung, Wirkungakustischer Identitten in Werbung, Medien und Gesellschaft. Verlag Reinhard Fischer Collins, Allan M & Loftus, Elisabeth F (1975): A Spreading-Activation Theory of Semantic Processing.Psychological Review, vol.82/6, p.407-428 Keller, Kevin L. (2008): Strategic brand management. Building, Measuring, and Managing Brand Equity.Pearson International Edition, 3rd ed Ramsgaard, Jesper, Winther, Julie, Beckmann, Suzanne, Le Ray, Guillaume (in press): Freeassociation profiling on sound logos an exploratory study. Russell, James (1980): A Circumplex Model of Affect. Journal of Personality and Social Psychology.vol.39/6, p.1161-1178 Jonas, Morten Sune: Tak Rock. DDB, Royal Unibrew A/S.Reklamen til eksamen 10, DRRB Advertising Effectiveness Award 2011. Rosendahls, Schultz Grafiska/s 2011 The Norwegian Broadcasting Boys Choir Sponsorship: Merry Paycheck . Try Reklambyr, DNB Bank.http://adsoftheworld.com/media/ambient/dnb_bank_the_norwegian_broadcasting_boys_choir_sponsorship_merry_paycheck Winther, Julie: Sound brand fit; a cross-modal study of the perception of fit between sound logo andbrand. Department of Marketing, Copenhagen Business School@JulieWinther | www.juliewinther.blogspot.com