robert Čoban - smrt brendova
TRANSCRIPT
![Page 1: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/1.jpg)
THE DEATH OF BRANDS? ™
![Page 2: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/2.jpg)
![Page 3: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/3.jpg)
FRENCHGLAMOUR1988-1995
![Page 4: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/4.jpg)
KOREANGLAMOUR1997-1998
![Page 5: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/5.jpg)
SINGAPOREVOGUE
1994-1997
![Page 6: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/6.jpg)
GERMANMISS
VOGUE1988-1991
![Page 7: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/7.jpg)
ITALIANVANITY
FAIR1990-1991
![Page 8: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/8.jpg)
GERMANMARIECLAIRE1989-2003
![Page 9: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/9.jpg)
ITALIANCOSMOPOLITAN
1973-1997
![Page 10: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/10.jpg)
AUSTRALIANELLE
1990-2003
![Page 11: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/11.jpg)
GERMANFORBES1990-1995
![Page 12: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/12.jpg)
ITALIANFORTUNE1989-1991
![Page 13: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/13.jpg)
JAPANESEGOOD
HOUSEKEEPING1997-1999
![Page 14: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/14.jpg)
U.S.GEO
1979-1985
![Page 15: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/15.jpg)
SPANISHMAXIM
2000-2003
![Page 16: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/16.jpg)
FRENCHGLAMOUR1988-1995
![Page 17: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/17.jpg)
Coroner’sVerdict: Diverged too far from editorial concept
![Page 18: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/18.jpg)
KOREANGLAMOUR1997-1998
![Page 19: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/19.jpg)
Coroner’sVerdict: Conformed too closely to the editorial concept
![Page 20: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/20.jpg)
SINGAPOREVOGUE
1994-1997
![Page 21: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/21.jpg)
Coroner’sVerdict: Market too small
![Page 22: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/22.jpg)
ITALIANCOSMOPOLITAN
1973-1997
![Page 23: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/23.jpg)
Coroner’sVerdict: Wrong partner
![Page 24: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/24.jpg)
AUSTRALIANELLE
1990-2003
![Page 25: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/25.jpg)
Coroner’sVerdict: Too much competition
![Page 26: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/26.jpg)
GERMANFORBES1990-1995
![Page 27: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/27.jpg)
Coroner’sVerdict: Radically changed publishing frequency and concept
![Page 28: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/28.jpg)
GERMANMARIECLAIRE1989-2003
![Page 29: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/29.jpg)
Coroner’sVerdict: Editorial weakness and strong competition
![Page 30: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/30.jpg)
Are magazine brands worthless?
Of course not
![Page 31: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/31.jpg)
1. Concept (if adapted)
2. Advertiser confidence
3. Hiring staff
4. Promotional edge
Brand advantages
![Page 32: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/32.jpg)
But branding is not enough to save you if…
![Page 33: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/33.jpg)
1. Concept poorly adapted
2. Bad partner
3. Market is too small
4. Too much competition
5. Poor editing and/or management
Fatal flaws…
![Page 34: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/34.jpg)
![Page 35: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/35.jpg)
![Page 36: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/36.jpg)
is not enough
![Page 37: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/37.jpg)
SERBIAN "LEA" 2002-2005
![Page 38: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/38.jpg)
Coroner’s Verdict: Bad frequency (every two weeks) and too much competition ("Lisa" and "Blic zena")
![Page 39: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/39.jpg)
SERBIAN "PC magazine"
2004-2006
![Page 40: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/40.jpg)
Coroner’s Verdict: Strong competition ("Svet kompjutera", "PC Press", "PC World"...), wanderings in concept
![Page 41: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/41.jpg)
SERBIAN "METAL
HAMMER" 2005-2006
![Page 42: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/42.jpg)
Coroner’s Verdict: Market too small for such specialised magazine
![Page 43: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/43.jpg)
Raft of the Medusa (1818-1819, Louvre), by Théodore Jean Louis André Géricault (1791-1824),
SOMEONE MENTIONED CANNIBALS?
![Page 44: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/44.jpg)
AUTO START (2005) AUTO BILD (2006)
![Page 45: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/45.jpg)
![Page 46: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/46.jpg)
SUCCESSFUL RELAUNCH
![Page 47: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/47.jpg)
0
20000
40000
60000
80000
100000
120000
br.458
br.459
br.460
br.461
br.462
br.463
br.464
br.465
br.466
br.467
br.468
br.469
br.470
br.471
br.472
br.473
br.474
br.475
br.476
br.477
br.478
br.479
br.480
br.481
br.482
br.483
br.484
br.485
br.486
br.487
br.488
br.489
br.490
br.491
br.492
br.493
br.494
br.495
br.496
br.497
br.498
+ 249%
![Page 48: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/48.jpg)
THEIMPORTANCE OFBEING FIRST
average :400.415 readersduring 2009 SMMRI
![Page 49: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/49.jpg)
CKM 138.592 SMMRI - 2009.JOY 140.696 SMMRI - 2009.
figures showing the number of average readers, during 2009 SMMRI
![Page 50: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/50.jpg)
WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2001.
![Page 51: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/51.jpg)
WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2002.
![Page 52: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/52.jpg)
WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2004.
![Page 53: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/53.jpg)
WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2005.
![Page 54: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/54.jpg)
WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2006.
![Page 55: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/55.jpg)
WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2008.
![Page 56: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/56.jpg)
WOMEN’S LIFESTYLE MONTHLY MAGAZINES
2010.
Broj 2 • Mart/april 2008.
Cena: 99 DIN 2,50 CG EUR
5 KM • 30 DEN
99dinara
LASERCENTRIKOJE MORATE POSETITI
Preoblikujte telo! moćne masaže egzotične maske spasonosni aparati
Nove usnetako zavodljive...
BOTOXbez igle
PROBAJTE
ŠTA SVE MOGU...
NEVIDLJIVE PROTEZE
Efikasni preparatiza lečenje akni
IskoristiteČUDOTVORNU
moć hormona
FAKE TANPreplanulost
za tili časAnti age za kosu
preparati&tretmani
RAZMISLITE: DA LI JE VAŠA KOZMETIČARKA DOVOLJNO DOBRA ZA VAS?
Mart/ap
ril ‘08
novo!
![Page 57: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/57.jpg)
Politički nedeljnici
Standard2006-2009
Evropa2004-2008
![Page 58: Robert Čoban - Smrt Brendova](https://reader034.vdocuments.site/reader034/viewer/2022052601/559593091a28abb7498b47a8/html5/thumbnails/58.jpg)
Dnevne novineGazeta
2007-2009
Sutra2007-2008
Glas javnosti1997-2009
Borba1922-2009