What is a ‘Brand’?
A brand is an identity of a product or a
service, built up by the name, slogan, logo and colour combination. Straplines
define the brand and create links to the brand. The famous ‘because were worth
it’ is instantly linked to L’Oreal.
Brands play with your emotion by locking you in with their straplines
and logos, having ownership of a part of this brand makes you feel part of the
brand and the image it portrays. Different packaging appeals to different age
ranges such as Mac and Chanel makeup with its black and white shiny packaging
appealing to the younger consumer. Logos and straplines become a trademark for
the brand meaning they cannot be used by anyone else. They have their own story
and personality making the brand different and special. Brands can be so
powerful that they change society culturally. The slogan ‘You are what you buy’
is becoming more truthful through brand loyalty.
 |
| Chanel Makeup, Simple design, Classic, Monochrome. |
Brand Experience / Brand Image
To some people brand can cause an emotional
change experiencing feelings, thoughts, creating images in their heads. Beliefs
of superiority can be thought up even though some brands are created in the
same factory as lower branded products. Attitudes and behaviors can be played
with and brands use celebrities that portray a certain persona in their
campaigns. L’Oreal used Cheryl Cole, as she is a likeable image. French cinema
stars were used in the Dior advert to bring the brand back to its heritage.
 |
| L'Oreal Elnett Hairspray Campaign July 2014 |
A Brand Image exists in the minds of people
and is put together from the information that is supplied to them from the
brand and this creates expectations of this brand, which is then added into the
Brand Image.
Brand Management
Ad agencies create the idea that the
product/brand is more than its actual cost. They give the brand certain
qualities and characteristics, making it special or unique.
Brand Essence – the certain descriptions
that you would associate with the brand. The brand may be, classy or urban.
Brand Management - Creating a brand and maintaining its
position within the market and target audience.
Brand Recognition – The brand is widely
known in the market place.
Brand and its audience
A brand is nothing without its audience; it
needs them for the response to the brand.
There are three stages that the audiences
take on the brand…
Opinion Formers:
These are the trend starters, they pick up
on the trend and promote it through twitter, instragram for others to look at
and take on board. These people are known as highly in the know and copied by
many people. – Amander Harlack, Katy
Grund.
 |
| Lady Amanda Harlech at The British Fashion Awards 2013. |
Early Adopters:
These take from the opinion formers and are
quick on trends, down town livers, creative, and often work in the media being
watched by fashion. – Lulu Forese, Kate
Moss.
Footballers Wife:
The chav’s and wags get hold of the trend
and it goes down and out.
Once this process is complete the core
group of consumers lose interest in the brand. The ‘Footballers wives’ have no
loyalty to the brand and this can impact the sales and brand image.
An example of when the brand did not want
its brand image jeopardized was at the Céline show in LFW, Kayne West was not
allowed in so as not to affect the brand image. This keeps the brand identity
stable and the belief of the target audience.
Brands use their audience to give them
feedback on new products; they use techniques such as Flip the Fund marketing,
questionnaires, panels, concepts on advertising, focus groups, they give their
audience options to chose from.
Brand Identity
This is the outward appearance of a brand,
its name, its logo, the visualization and products.
What is a USP? A unique selling point, it
is necessary for a brand to stand out.
A brand owner needs to create longevity in
its brand identity. A brand identity is how the owner wants the brand to be
understood, and they want this to link to the Brand Image that is created by
the consumer.
Brand Strategy & Management
1.
Core Market.
2.
Peripheral market + Brand
extensions.
3.
Unrelated markets brand
strategy.
Example:
Dior: Core Market – Couture
Peripheral Market – Sunglasses, Shoes,
Accessories, Perfume.
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