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Hoe kan Viedit zich als merk ontwikkelen, en vervolgens positioneren, om video editors aan te trekken en te binden?

Rechten: Alle rechten voorbehouden

Hoe kan Viedit zich als merk ontwikkelen, en vervolgens positioneren, om video editors aan te trekken en te binden?

Rechten: Alle rechten voorbehouden

Samenvatting

Viedit is a start-up internet platform that offers a solution to create even more beautiful videos from your freshly captured moments through video editing. They help people to make it easier to tell and share their memorable stories and they give video editors an opportunity to be rewarded for their creative work. The central questioning in this thesis was: how could Viedit develop and position its brand to attract and retain video editors? In order to answer this question, it was necessary to conduct both desk and field research on the following areas: brand development, brand positioning, customer attraction and customer retention. Creating a brand starts with defining the company's mission, vision and values, and is consequently visualized in colours, shapes, videos, photos and icons. The document Viedit: Brand Identity (Koeteeuw, 2013) is based on the model given by Ruud Boer in his book Brand Design: voor beleid in merkidentiteit (3rd edition). It provides building blocks to continue Viedit's brand development and can serve as an instrument to make new staff aware of the contents of the brand. Since Viedit is a new service, there was a need to determine the position they would want to have in the market. Firstly, research was conducted on how the competitors designed their products and how they do business with their customers. Mapping these competitors into a framework and investigating the way they have positioned themselves, resulted in a market gap: a service where one puts off the work to professionals with a high level of certainty, combined with an experiential marketing approach. Research amongst video editors proved that they see Viedit as a platform to boost their careers and they mostly value the fact that they can and earn money and build a customer base. Prior to launching Viedit, there was a need for interacting with video editors to become more familiar with their preferences and expectations of the platform. Therefore, an interview was set up with testers of the Viedit website. The results that arose from the interviews were ideas that have been implemented into the website to increase Viedit's performance and relevancy to video editors. When the brand was described and the desired positioning chosen, it was necessary to set up an accurate international communication message. The message was based on the findings that arose from the interviews with video editors. Viedit will use direct mail to personally invite video editors who attend an education in field of media design. Since Viedit is all about the visual experience, a video was created to explain how Viedit works and follows the hierarchy of effects (Lavidge & Steiner, 1961) to convert video editors from unaware clients to Viedit users. The following conclusion can be drawn from the findings. In order to attract customers and retain them, Viedit could aim for co creation with their target group. The brand can be developed by interacting with video editors about their preferences, wishes and ideas. Because of the intensity of work that co-creation generates, it would be recommendable to recruit a multilingual account manager and a marketeer who can monitor and develop the brand according to the editors' feedback received from the account manager.
Metadataformulier digitale scriptie HBO-Kennisbank versie 4.0 NL-ENG d.d. 11 april 2012
2
Trefwoorden/Keywords: Viedit video editing branding communicatie merkontwikkeling positionering

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Languages
AfdelingScaldis Academy
Academie voor Economie & Management
PartnerViedit.com B.V.
Datum2013-07-02
TypeBachelor
TaalEngels

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