The document discusses branding in the music industry and provides an example of how One Republic has maintained a consistent brand image across their music videos and album covers. It then provides a hypothetical example of how a fictional artist's brand image is conveyed through elements like color scheme, references to fairytales in the visuals, lighting, locations, and costumes of the artist. The brand image is described as "Quirky, Timeless, Unique." Examples are given of how these elements spread the brand image across a music video and album packaging like the artwork, advertisements, and thank you pages.

1. HOW EFFECTIVE IS THE
COMBINATION OF YOUR
MAIN PRODUCT AND
ANCILLARY TASKS?
Jayne Summers

2. WHAT IS BRANDING?
 A brand is a particular make of a product.
 Branding is the result of mass production. With more and more
makes available to consumers, products had to be given a certain
‘personality’ to encourage buyers.
 Branding is about creating an image that people will link to a
particular type of product.
“Competitive branding became a necessity of the machine
age - within a context of manufactured sameness, image
-based difference had to be manufactured along with the
product.” - Naomi Klein, ‘No Logo.’

3.  The following two advertisements are examples
of branding which I will discuss on the next
slide…

4. EXAMPLES OF
BRANDING
“Advertising today is not merely about selling products; it is
about selling a brand, a dream, a message.” - Katharine
Viner.
Coke Cola also
Cadburys
continue their
continue their
brand image
brand image
through their
with the colour
logo (company
purple for their
name) and
products and
colour scheme,
their logo, which
particularly
is ‘Cadbury’ in
reds.
the familiar
white swirl.
Although the Cadburys advert has minimal The brand image for Coca Cola is youth, fun and
relevance to the actual product, it still conveys friendship. Again, the advert doesn’t seem
the brand image. Because Cadburys is such an particularly related to the product, (though more
established company, they can produce so than Cadburys), However, Coca Cola also
adverts which do not contain the actual product humanise their product and allow people to relate
but still trigger the emotional response the to it in a more personal way, which encourages
audience link to the product, making them more their target audience to buy the drink – in this
likely to buy it. For Cadburys this is a brand case young people, who, as you can see, the
image of joy and fun – “a glass and a half full of advertisement targets.
joy.”

5. MUSIC BRANDING
 Branding in the music industry is used to differentiate between similar music styles, by
looking to the artist themselves.
 The way an artist is branded can affect how their audience feels about them, and is a
way to attract a certain audience in the first place.
 A brand for an artist is created through their consistent image, style, mise-en-scene of
music videos and artwork and their personality. This brand image may change slightly
over time to reflect changes of the artist eg: them growing up.
 A successful brand image will be apparent in all of the artists work and will create a
clear idea of that artist in the mind of the audience, so if they see the artists album,
they will immediately know who it belongs to.
An example of music branding…
This is the album cover for the
Marina And The Diamonds
album ‘Radioactive’ and two
stills from the video of the same
name. As you can see, the
branding of the artist is obvious
through both products – through
location, artists style/costume
and colour scheme. If you looked
at one product without the other,
you would still be able to tell that
the two go together.

6. MUSIC BRANDING RESEARCH
 When looking at the branding of music artists, I researched the band ‘One
Republic.’
 I looked at two of the bands music videos – ‘Stop and Stare’ and ‘All The
Right Moves.’ I also analysed the two album covers ‘Dreaming Out Loud’ and
‘Waking Up.’
Over the course of the two videos I noticed that the
artists iconography was largely unchanging, as was
their image. Although the music videos were very
different, the sound of the band and genre of music
has also remained constant, as had the colour
scheme as you can see from the stills below.
The two album covers also show how branding
has remained basically the same. Both covers
have quite abstract images on the front, which
are not directly relating to any of the songs,
reflected in the sometimes quite abstract
meaning of the bands videos. The titles of the
albums suggest the only change is that the band
has grown up slightly and become more
confident, as ‘Waking Up’ suggests a more
definite sound that ‘Dreaming.’

7. OUR BRAND IMAGE
Quirky, Timeless, Unique
Throughout our music video and album
artwork, the colour scheme is red, black
and white. Particularly the colour red
stands out as being that which would be
most associated with the artist, shown
through mise-en-scene.
Red high heels Red cape
Red clothing and accessories Red nail varnish
Red text and logo
Red face paint and lipstick Red clothing Red track listing

8. OUR BRAND IMAGE
Another way in which our video product and
print products show a continuous brand image
is the use of intertextuality, linking to fairytales.
This is quite a unique idea, linking to the artists
brand image.
The video opens and
closes with a fairytale like
book.
The main intertextuality is
the use of the red cape from
‘Little Red Riding Hood’ and
the presence of the
unknown ‘wolf.’
When the protagonist looses her
shoe in the forest we are referencing
When thinking about borders for the back of
the fairytale ‘Cinderella,’ who also the album, we kept this fairytale theme in
looses a shoe. mind and think that the swirly pattern of the
border we chose has a certain fairytale feel
about it, linking back to the video. We also
The final intertextual reference is
‘Snow White’ at the end of the
thought that that the name of the song ‘Big
video with the bite of an apple Black Horse and the Cherry Tree’ lent itself
and the protagonist dropping to to a fairytale theme as it sounds mysterious
the ground. and the lyrics are quite dark.

9. OUR BRAND IMAGE
During the studio shoot, we used a spotlight so that the artist
stood out against the black background and to create
shadows and a slightly darker mood than low key lighting
would, largely in medium shots and close ups. The front
cover of the album has a vignette effect so that it also
resembles a spotlight, linking to the music video.

10. OUR BRAND IMAGE
The location we used for the
narrative of our video was a small
forest.
For our album advertisement
and thank you page we used
shots taken on-location, rather
than in the studio. This spreads
the brand image across both
the video and artwork, as the
setting is directly relatable and
someone who has seen the
video would instantly recognise
the poster. A number of
location shots were also used
in our montage panel, with the
poses suggesting the artists
quirky nature.

11. OUR BRAND IMAGE
In the music video, our artist is
wearing a blue dress, with a red cape
and Doc Martins, (another ‘quirky’
aspect, as these items wouldn’t
usually go together). She is wearing
the same costume for the shots of
her which appear on the album
advertisement and the inside panel.
(below)
We also used the
prop of a guitar for
both on location
shots and studio
shots to link back
to the fact that she
is an acoustic rock
artist.

12. OUR BRAND IMAGE
The artists logo (right) is simply her initials in a red
font inside a black circle. The colour fits with the
artists branding, as does the simple design and
handwritten style. We used the logo in both our print
and video products (left and below) by painting it on
the artists face for the front cover and some montage
shots, adding to her quirky branding style. We also
used the logo at the beginning and end of our music
video because it is on the front of the fairytale book.
The logo is therefore the first and last thing you see
and will hopefully stick in peoples minds.
The artists ‘timeless’ brand image comes
largely from her makeup – red lips, with smoky
eyes; which is reminiscent of the 1930s. This
style is maintained both on the album cover and
montage and the music video as you can see
from the close up above.

13. OUR BRAND IMAGE
 'Romantic Fatal Serif’ is the font we used for the title
text of the album. We chose this font because the
smooth and slightly swirly style fits in with the
fairytale theme of our video and artists branding. The
sharper edges on the capitalised words and the
elongation of certain letters such as ‘t’ when the text
is made smaller looks almost spiky lends itself to the
darker themes of the video.
The fact that a close up is used as our album cover
connects immediately to the audience, in the same
way that close ups in the music video do. The
close up also immediately conveys the artists
brand image because of the unconventional idea of
the logo across her face, which is quirky and
unique. The long shot used on the back cover of
the album shows the artists image as a whole,
including her holding a guitar, demonstrating the
kind of music she performs. These two images
together on the front and back cover successfully
convey the branding of the artist before the
consumer has even heard any of the songs.