Question 2 How Effective is the combination of your main products and ancillary texts? By Gabrielle Davies
What is a brand ?
A brand is not the same as a product
A brand is the make of a product
For example ‘Cornflakes’ are a product, but Kellogs, ASDA, and Tesco are all brands of cereal
In her book, No Logo, Naomi Klein states that, “advertising any given product is only one part of branding a grand plan” she also said that, “corporation may manufacture brands but what consumers buy is the brand.”
Branding is about creating an image that the target audience can link to the product
Consumers have so much choice in which brand they choose that the company producing these products have to make the product have their own personality and stand out from the way the other products so make sure they sell
A brand often refers to more than one product produced by the same company, for example, Birds Eye offer a wide range of frozen foods from potato waffles to frozen fish
How does branding work ?
Branding works through creating an individual product and making it stand out from the rest, they do this by make the brand unique
Most companies use the same brand logo when selling other products, which helps reinforce the brand name and image with the consumer. This also builds a sense of trust between the consumer and the company as the consumer will trust the brand to be the same and be what they know
Companies address their audience through advertisements on television, this gives the consumer an insight into their product
Branding in the Music Industry
A brand image is vital to an artist or band in order to sell their albums and songs to their target audience. There are many ways in which bands and artists show their brand image to their audience. The main ways in which artists show their brand image is in their music videos and products they put out on the market.
When carrying out research on brands and artists, we noticed that each artist has a unique recognisable brand image. In the pop music genre many of the artists have very similar brand images but have a unique aspect to them.
When completing the research we looked at Katy Perry as she has a similar brand image to us, ours being young, fun and flirty and Katy Perry’s being fun, flirty and adventurous.
Branding in the Music Industry In Katy Perry’s video for the track California Gurls and the cover for the album, Teenage Dream we see her brand image of, young, adventurous and flirty. In this video for California Gurls, http://www.youtube.com/watch?v=F57P9C4SAW4&ob=av2e we see Katy exploring a world of candy and sweets with her ‘California Gurls’. Her brand image is strongly shown in this video as she is shown in quite suggestive outfits and positions, this also reflects her personality. The outfits are very fun and quirky which further shows her brand image making it appeal to her target audience. In both the video and on the album cover we see Katy fully naked surrounded by clouds which shows her adventurous and feisty side.
Branding in the Music Industry This is the cover for Katy Perry’s latest album, Teenage Dream . Just from this album cover we can see that Katy is fun and does not take herself too seriously. She is led on a cloud naked, but with the clouds ‘strategically placed’. The fact that she is up in clouds links in with adventurous side to her brand image. The fun swirly font used is typical of the pop music genre and her brand image. This is a promotional poster for Katy Perry’s album, and highlights her brand image. The use of bright colours and patterns makes the poster stand out to Katy’s target audience as they help show her fun side of the brand image. The bright colours also give the connotations of a dream world. The poster shows Katy in a relaxed pose on the beach in a bikini, which is very typical of her brand image.
What is our brand image ?
A brand image is incredibly important in helping a band/artist be successful, it helps target the correct audince who will purchase their music. All pop music artists have very strong but
similar brand images.
For our artist we wanted to follow this brand image but put a slight twist on it to make sure it was, “the same but different.”
When creating our brand image we decided we wanted it to be linked with the following aspects:
In the end we came up with the brand image FUN, YOUNG and FLIRTY .
To achieve our brand image we researched different pop music videos that have similar brand images to what we wanted to achieve, just two of the artists we researched are:
Pixie Lott – Turn It Up http://www.youtube.com/watch?v=OvRDJe5a51g&ob=av2n
Taylor Swift – The Story Of Us http://www.youtube.com/watch?v=nN6VR92V70M&feature=artistob&playnext=1&list=TLRX34VG-qX7Q
What is our brand image ? The fun and young image of our brand image is typical of the pop music genre. The brand image we created fits in with the type of music our artist will create. Mise en scene plays a major role in showing brand image, mise en scene is made up of; costume, location, props and make up. Costume We dressed our artist in bright fashionable clothing similar to that of artists in the same genre. The fact that the clothes were brightly coloured reflects the fun aspect of our brand image. We had several different costume changes as this is typical of our brand image. Location We decided to shoot all our video in the studio to link in with our brand image and help give the image of a dream world-because it was all in the studio this meant we could green screen any image into the background Props To link in with the girly fun aspect of our brand image, the main props we used were, make up, hair brushes, and clothes. These all help the target audience relate to the artist and reinforce the brand image
Our Ancillary Products
Our Ancillary Products Looking at our ancillary tasks you can see that we have stuck to our brand image and followed the conventions of pop music album covers. We have used girly fun colours in each of the inserts and every single insert and poster features an image of our artist to reinforce who’s music it is to the target audience. We also dressed our artist in fashionable girly clothes so that the younger audience will look up to her for her fashion sense as well as her music. We used similar colours on the front and back cover of the album for continuity, and we also used the same colour scheme that was used in the video to link all of the products together. We also used the same font on all of the ancillary tasks. I feel that we followed both the conventions of all music videos and album covers as well as pop music videos and album covers. In our video we have links between the visual and the narrative, following Andrew Goodwin’s theory. We also used fun girly colours which is typical of the pop music genre, as is the main ideology of love – which we feel we also included.