Branding

What is a Brand?
A Brand is not the same as the product. A brand is the make of the product. For example toilet roll is a product with various brands such as Charmin, Andrex and Asda's Own. Wikipedia states that "people engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique" for example Coca Cola expresses youth, fun, togetherness and sharing. A brand can refer to a whole line of products such as Bird's Eye products. The idea of 'freshness' is highlighted all of their frozen goods.

What creates a Brand?
According to mudvalley.com there are eight elements which create brand identity:
Brand Essence: what the brand means in a sentence
Brand Slogan: often a catch phrase linked to the logo ie. Cadbury Dairy Milk, "a glass and a half full of joy"
Brand personality: what kind of character does the brand have?
Brand Values: what does it stand for/ against?
Brand Appearance: what does it look like/ sound like/ taste like?
Brand Heritage: what kind of tradition does it have?
Emotional Benefits: what feelings does it offer consumers?
Hard Benefits: is it cheaper, better, does it wash whiter? What "real" quantifiable benefits does it offer the buyer?

As Naomi Klein, No logo states "corporations may manufacture products, but what consumers buy are brands"

The Libertines



The image of the libertines creates the image of rebellious young adults who are unique, patriotic, stylistic, fun who enjoy rock and roll. Their video also expresses this image of them to highlight the well known qualities and characteristics that their target audience expect of them.

By Amy.