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An investigation into how brand identity is linked to, or       created by, a company’s advertisements
Overview• Importance of Branding• The “Wish” Brand• Event 1: Media Showing “Paradise Frontier”• Event 2: V.I.P Shopping• P...
Importance of Branding“A product is something that is made in a factory; abrand is something that is bought by a customer....
Background on WishBrand Values:-Quality on all levels-Exclusive PrintsUSP:-Designer quality at ahigh-street pricesTarget D...
Event 1: “Paradise Frontier” Media ShowingVenue: Shangri-la HotelExclusiveElegantConvenient LocationAligns with Wish brand...
QuickTime™ and a                                            decompressor                                  are needed to se...
Event 2: V.I.P Shopping NightVenue: Wish show rooms•Editors and Stylists get 2 free itemsfrom the campaign•Teamed up with ...
QuickTime™ and a          decompressorare needed to see this picture.
QuickTime™ and a          decompressorare needed to see this picture.
Code of Ethics    PRIA Code of Ethics No. 4: Confidentiality CodeCampaign:•Need to know basis•Location and photographerkep...
Location of Print Advertisements                                       QuickTime™ and a                                   ...
The “Face of Wish”Selection Process:•Model is a major focus of Wish campaigns•Research “up and coming models”•Take note of...
Kate KingAge: 19Nationality: CanadianAgencies: Storm (London), Elite (Paris, Barcelona, Copenhagen), Ford (NY, mother agen...
Katryn KrugerAge: 17Nationality: South AfricanAgencies: IMG Paris, IMG New York, IMG London, Uno Models(Barcelona)Shows: M...
The “Face of Wish”• Relatable models• Exclusive to Wish• Lean towards using International models• “Exclusive and Accessible”
Conclusion•Meticulous in ensuring all aspects of their advertisingrepresent their brand identity•The model selected needs ...
References• Aaker, D. A. 1991. Managing Brand Equity, Capitalizing on thevalue of a brand name. Simon & Schuster Inc. New ...
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  1. 1. An investigation into how brand identity is linked to, or created by, a company’s advertisements
  2. 2. Overview• Importance of Branding• The “Wish” Brand• Event 1: Media Showing “Paradise Frontier”• Event 2: V.I.P Shopping• PRIA Code of Ethics• Location of Print Advertisements• Selecting the “Face of Wish”
  3. 3. Importance of Branding“A product is something that is made in a factory; abrand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique” (Stephen King, WPP London group) Brand Identity Brand Image Brand Values Brand Message
  4. 4. Background on WishBrand Values:-Quality on all levels-Exclusive PrintsUSP:-Designer quality at ahigh-street pricesTarget Demographic:-Females (15-25 y.o.)-Clever-Well travelled-A true love of fashion “Exclusive but Accessible”
  5. 5. Event 1: “Paradise Frontier” Media ShowingVenue: Shangri-la HotelExclusiveElegantConvenient LocationAligns with Wish brand identity “Exclusive and Accessible”
  6. 6. QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressorare needed to see this picture.
  7. 7. Event 2: V.I.P Shopping NightVenue: Wish show rooms•Editors and Stylists get 2 free itemsfrom the campaign•Teamed up with OPI nails•Appropriate brand association•Promotional Event
  8. 8. QuickTime™ and a decompressorare needed to see this picture.
  9. 9. QuickTime™ and a decompressorare needed to see this picture.
  10. 10. Code of Ethics PRIA Code of Ethics No. 4: Confidentiality CodeCampaign:•Need to know basis•Location and photographerkept private•Only one image releasedpriorto campaign•Danger of diluting thebrand
  11. 11. Location of Print Advertisements QuickTime™ and a decompressor are needed to see this picture.
  12. 12. The “Face of Wish”Selection Process:•Model is a major focus of Wish campaigns•Research “up and coming models”•Take note of past campaigns and shows•Congruency between the brand and the model canincrease the effectiveness of the advertisement
  13. 13. Kate KingAge: 19Nationality: CanadianAgencies: Storm (London), Elite (Paris, Barcelona, Copenhagen), Ford (NY, mother agency)Shows: Rodarte (S/S13), Carolina Herrera (S/S13), Tory Burch (S/S13),Herve Leger (S/S13)Campaigns: Tory Burch, Chloe (S/S 12), Topshop (F/W11)
  14. 14. Katryn KrugerAge: 17Nationality: South AfricanAgencies: IMG Paris, IMG New York, IMG London, Uno Models(Barcelona)Shows: Marc by Marc Jacobs (S/S 13), DVF (S/S 13), Louis Vuitton (F/W12), Valentino (F/W 12), Chloe (F/W 12)Campaigns: Oscar de la Renta (F/W 12), Prada (S/S 12), Coach (F/W 12)
  15. 15. The “Face of Wish”• Relatable models• Exclusive to Wish• Lean towards using International models• “Exclusive and Accessible”
  16. 16. Conclusion•Meticulous in ensuring all aspects of their advertisingrepresent their brand identity•The model selected needs to also align with the company’sbrand image•A successful brand will only advertise with publicationsthat align with the brand identity•Confidentiality is difficult to control
  17. 17. References• Aaker, D. A. 1991. Managing Brand Equity, Capitalizing on thevalue of a brand name. Simon & Schuster Inc. New York 10020.• Till, B. D. and Busler, M. (1998) Matching products with endorsers:attractiveness versus expertise, Journal of Consumer Marketing, Vol.15, No. 6.• Wheeler, A. 2012. Designing Brand Identity: An essential guide forthe whole branding team, John Wiley & Sons.

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