Brand identity is created through elements like a logo and name that allow audiences to recognize a brand. For magazines, the masthead and font are especially important for recognition. The brand name can also indicate what the magazine is about. It is important not to change these elements dramatically so audiences still recognize the magazine. The document discusses how to market a pop culture magazine brand to its target audience of 18-24 year olds. Below-the-line digital marketing using social media platforms like Facebook and Twitter would be effective since this demographic uses social media heavily. Synergy marketing across different media like a radio station could also attract more audiences and help them recognize the magazine brand.

1. Brand Identity
Thomas Ngai

2. What is BRAND IDENTITY?
 Brand identity is when the brand name and the logo appeal to
the audience and they will recognise the brand or the product.
For example audience may recognise the Billboard magazine
when they see the colour of red, yellow, blue and green.

3. Design
 For every magazine, the masthead and the font type are very
crucial as the audience will recognise the product by the same kind
of masthead and similar font type. Moreover the name of the brand
will also affect the brand identity, for example my brand name
‘POPCORN’ shows what kind of magazine it is as it has the word
‘Pop’ which shows clearly it is a pop magazine. Also it is very
important that magazine do not change their masthead and font
type dramatically, this is because audience may not recognise the
magazine when it changed a lot and it may end up losing a lot of
audiences as they don’t recognise it. Therefore every magazine
should create some elements that will be easy to remember, catch
the audiences attention and to recognise.

4. Audience Involvement
 As the target audiences are young mainstremers, they will tend to
follow the trend and follow what people are doing. My magazine will
be suitable for them as they can read through the magazine and see
what style of the fashion are the ‘hittest’ in this season or what song
is popular at the moment, also they can read the magazine and check
the music chart on different media platform such as web 2.0 and the
social media as they are digital natives. This will make my audience
feel entertained and exciting as well as feeling they are getting
involve into the community. On the other hand my audience are tend
to be experiencers and striver, this is because they are young but
they work very hard and hoping for a better future as they have god
dream and a lot of energy to work

5. Marketing
 As my brand is aiming at between 18-24 teenage audiences so that I will
use different media platform to ‘sell’ my product to them. As they are young
foxthinker and digital natives, the below the line marketing will be
appropriate to them as most of them have their social media account
(Facebook, Twitter, Instagram….) and they are also have their own
converged devises which they can access to the these platform anytime.
Moreover the below the line marketing can create social interaction to the
audience as they can share and discuss to their family of particular
information. Therefore by using the below the marketing audiences can
always keep an eye on the social page/account of the brand and they will
know more information about the brand. I will use Facebook and Twitter
because they are the most commonly use social media in the world and
many of the target audience have got their own account, and also the
social media are very powerful, message can be spread out very quickly.

6. Synergy Marketing
 Synergy marketing is also a very good way to sell my brand to the
audiences. As I am going to have Bauer Media as my Institution and
they have a big budget to produce other media such as radio station
specifically for my brand. This can attract more audience as the
audience will be able to access different media and the synergy
marketing would make the audience to remember the brand and they
might be interested in my brand, which my target audience are digital
natives and the different media products could make them the
recognise my magazine. For my own magazine, I will have my own
‘POPCORN’ Radio station, which will talk about the latest pop music
as well as talking about the pop music chart.