Brand identity is the collection of elements that a company uses to portray itself to consumers. It includes visual elements like name, logo, fonts and images that create recognition. Brand identity is important as it differentiates a brand from others through distinguishable elements and gives rise to the brand experience. Convergence media, which merges communication outlets through digitization and the internet, allows brands to integrate social media into promotions to build followers and communicate brand messages to audiences. This creates a stronger connection between brands and audiences.

2. WHAT IS BRAND IDENTITY?
• BRAND = “ IS THE PERCEPTION OF THE COMPANY IN THE EYES OF THE WORLD.”
• BRANDING = “INVOLVES THE MARKETING PRACTICE OF ACTIVELY SHAPING A DISTINCTIVE BRAND.”
• BRAND IDENTITY = “IS THE COLLECTION OF ALL BRAND ELEMENTS THAT THE COMPANY CREATES TO
PORTRAY THE RIGHT IMAGE OF ITSELF TO THE CONSUMER.”
• IN THE CONTEXT OF FILM, BRAND IDENTITY IS HOW THE DIRECTOR AND DISTRIBUTION COMPANY WANTS
TO BE PERCEIVED. EXAMPLES LIKE NAME, LOGO, FONTS AND VISUAL MEDIA FORMS (LIKE IMAGES) ARE ALL
COMPONENTS OF BRAND IDENTITY AND ARE USED TO CREATE RECOGNITION TO CONSUMERS, SO THAT
THE AUDIENCE ARE IMMEDIATELY INFORMED ON HOW WHO/WHAT THE DISTRIBUTION COMPANY IS.
https://99designs.com/blog/design-tipps/brand-identity/

3. WHY IS BRAND IDENTITY IMPORTANT?
• BRAND IDENTITY IS VITAL AS IT PORTRAYS HOW A BRAND DIFFERENTIATES ITSELF FROM OTHERS, THIS IS
DONE BY USING DISTINGUISHABLE BRAND ELEMENTS. A BRAND’S IDENTITY ISN’T LIMITED TO
COMPONENTS LIKE THE BRAND NAME, LOGO AND TAGLINE, IT INCLUDES ANY AND EVERY VISUAL
ELEMENTS TO GIVE A RISE TO THE BRAND EXPERIENCE.

4. NIGHT OF THE LIVING DEAD
• One of the most successful horror film series, night of the living dead, was
created by George A Romero and John Russo. The classic horror movie
transcends genre, film and culture and is known to have spawned one of
the greatest brand identity lessons in film history.
• The classic horror movie was originally titled night of the flesh eaters,
however was renamed by distributors to differentiate it from another
recent film, ‘The Flesh Eaters’. The name change came late in the process
so the film’s opening title card was skipped over, which omitted the
copyright information. Unfortunately, under the copyright act of 1909, the
first public release of a work must have a copyright notice on it or it is
considered public domain. George A. Romero and john russo received
next to nothing for their work due to the omission, while the distribution
company received almost all of the $30 million profit.

5. CONVERGENCE MEDIA
• MEDIA CONVERGENCE, INVOLVES THE INTERCONNECTION OF INFORMATION AND COMMUNICATIONS
TECHNOLOGIES, COMPUTER NETWORKS AND MEDIA CONTENT. THE TERM BRINGS THE “THREE C’S” –
COMPUTING, COMMUNICATION AND CONTENT TOGETHER. IN OTHER WORDS IT MERGES A MASS OF
COMMUNICATION OUTLETS AND IS A DIRECT CONSEQUENCE OF THE DIGITIZATION OF THE
POPULARIZATION OF THE INTERNET.

6. HOW CAN CONVERGENCE MEDIA BE USED
IN BRAND IDENTITY?
• DUE TO TODAY’S GENERATION AND THE ADVANCEMENT IN TECHNOLOGY, THE MOST POPULAR WAY THAT MOST BUSINESS’S
DENOTE BRAND IDENTITY IS BY INTEGRATING SOCIAL MEDIA PLATFORMS INTO VARIOUS PROMOTIONAL ITEMS. THE IDEA
BEHIND IT, IS TO BUILD UP ‘FOLLOWERS’ ON SOCIAL MEDIAS SUCH AS FACEBOOK, INSTAGRAM, TWITTER AND YOUTUBE. THIS
ALLOWS ACTORS, DIRECTORS AND INSTITUTIONS TO COMMUNICATE MESSAGES AND CODES TO THE AUDIENCE REGARDING
PROMOTIONAL ITEMS, TOUR DATES AND WHEN THE FILM IS RELEASED. THIS GIVES THE ACTORS A CHANGE TO CONNECT WITH
THE AUDIENCE, WHICH THEN CREATES A BETTER IMAGE FOR THE ACTORS AND REPUTATION OF THE INSTITUTION. IN ADDITION
TO THIS, THE INSTITUTION WOULD GENERATE MORE PROFIT THAT WOULD BE GARNERED BY EXTRA PROMOTION OF PRODUCTS
– THIS IS DONE ON SOCIAL MEDIA. ACTORS, DIRECTORSAND PRODUCERS CREATE AWARENESS OF THEIR SOCIAL MEDIA BY
LINKING THEM IN PROMOTIONAL MATERIAL THAT THEY RELEARSE, LIKE ON THEIR ONLINE WEBSITE OR POSTERS. ACTORS AND
ARTISTS ARE OFTEN NOTED FOR HAVING A POWERFUL PRESENCE ON SOCIAL MEDIA. THE FILM ‘THE GREATEST SHOWMAN’ IS AN
EXAMPLE OF CREATING BRAND IDENTITY THROUGH HIS SOCIAL MEDIA PLATFORMS, SPECIFICALLY INSTAGRAM, WHERE THEY
HAVE GAINED 405K FOLLOWERS. THEY PROMOTE THEIR ACTORS SOCIAL MEDIA LINKS ON INSTAGRAM THROUGH TWITTER AND
FACEBOOK AS WELL CREATING THAT BRAND AWARENESS AND INVOLVING THE AUDIENCE MORE WITH THEIR PERSONAL
ACCOUNTS WHERE THEY SHARE BEHIND THE SCENES MEDIA FORMS, GIVING THE AUDIENCE A PERSPECTIVE OF THEIR
EXPERIENCE THAT THE FILM HAS BROUGHT.