EastEnders is a British soap opera set in London. The opening credits establish the setting through recognizable London landmarks like the O2 arena and River Thames. The show airs on BBC1, so there are no commercials. The opening credits also depict modern landmarks, indicating the show is set in the present day. The somber piano music and plain font used in the credits imply the show focuses on ordinary, relatable characters rather than glamorous or upper class individuals.

1. EASTENDERS CREATING A DISTINCTIVE BRAND IDENTITY

2. WHICH SOAP IS THIS? The audience can tell from the start of the programme which soap it is due to the opening credits. The setting allows the audience recognise well known buildings such as the O2 arena to establish we are in London. As soaps are run at the same time on a weekly basis for years on end, the audience recognise certain features about each soap even if they do not watch the programme.

3. WHERE IS IT SET? If you watch the soap on a regular basis you will already know where the soap is set yet even for outsiders it is easily recognisable. As there is a clear shot of the O2 arena, a recognisable building the audience know it is set in London. Also the river Thames is visible in the opening credits which is also a key clue for the audience.

4. WHICH INSTITUION BROADCAST IT? Eastenders is broadcasted on BBC1, as it is broadcasted on this channel there are no adverts and it is also not sponsored due to the BBC TV licence.

5. WHEN IS IT SET? Eastenders is set now, we know this from the opening credits as new landmarks are visible on the map of London for example the O2 arena.

6. FROM NUMERIOUS FACTORS WHAT DO WE PRESUME ABOUT THE CHARACTERS? From the music which begins at the start of the programme we assume that the characters lead normal lives. There is nothing glamorous about the piano tune which is played at the beginning which indicates to the audience that the programme is about everyday people who the audience can relate to. The text is a fairly plain font, it doesn't have any representations of a capitalist class therefore the audience again understand it is about everyday people who they will be able to relate to.