Question 2 How Effective is the combination of your main products and ancillary texts? By Gabrielle Davies
What is a brand ?• A brand is not the same as a product• A brand is the make of a product• For example ‘Cornflakes’ are a product, but Kellogs, ASDA, and Tesco are all brands of cereal• In her book, No Logo, Naomi Klein states that, “advertising any given product is only one part of branding a grand plan” she also said that, “corporation may manufacture brands but what consumers buy is the brand.”• Branding is about creating an image that the target audience can link to the product• Consumers have so much choice in which brand they choose that the company producing these products have to make the product have their own personality and stand out from the way the other products so make sure they sell• A brand often refers to more than one product produced by the same company, for example, Birds Eye offer a wide range of frozen foods from potato waffles to frozen fish
How does branding work ?• Branding works through creating an individual product and making it stand out from the rest, they do this by make the brand unique• Most companies use the same brand logo when selling other products, which helps reinforce the brand name and image with the consumer. This also builds a sense of trust between the consumer and the company as the consumer will trust the brand to be the same and be what they know• Companies address their audience through advertisements on television, this gives the consumer an insight into their product
Branding in the Music IndustryA brand image is vital to an artist or band in order to sell their albums and songs totheir target audience. There are many ways in which bands and artists show theirbrand image to their audience. The main ways in which artists show their brandimage is in their music videos and products they put out on the market.When carrying out research on brands and artists, we noticed that each artist has aunique recognisable brand image. In the pop music genre many of the artists havevery similar brand images but have a unique aspect to them.When completing the research we looked at Katy Perry as she has a similar brandimage to us, ours being young, fun and flirty and Katy Perry’s being fun, flirty andadventurous.
Branding in the Music IndustryIn Katy Perry’s video for the track California Gurls and the cover for the album,Teenage Dream we see her brand image of, young, adventurous and flirty.In this video for California Gurls,http://www.youtube.com/watch?v=F57P9C4SAW4&ob=av2e we see Katy exploring aworld of candy and sweets with her ‘California Gurls’.Her brand image is strongly shown in this video as she is shown in quite suggestiveoutfits and positions, this also reflects her personality. The outfits are very fun andquirky which further shows her brand image making it appeal to her target audience.In both the video and on the album cover we see Katy fully naked surrounded byclouds which shows her adventurous and feisty side.
Branding in the Music Industry This is the cover for Katy Perry’s latest album, Teenage Dream. Just from this album cover we can see that Katy is fun and does not take herself too seriously. She is led on a cloud naked, but with the clouds ‘strategically placed’. Thefact that she is up in clouds links in with adventurous side to her brand image. The fun swirly font used is typical of the pop music genre and her brand image. This is a promotional poster for Katy Perry’s album, and highlights her brand image. The use of bright colours and patterns makes the poster stand out to Katy’s target audience as they help show her fun side of the brand image. The bright colours also give the connotations of a dream world. The poster shows Katy in a relaxed pose on the beach in a bikini, which is very typical of her brand image.
What is our brand image ?A brand image is incredibly important in helping a band/artist be successful, it helps target thecorrect audince who will purchase their music. All pop music artists have very strong butsimilar brand images.For our artist we wanted to follow this brand image but put a slight twist on it to make sure itwas, “the same but different.”When creating our brand image we decided we wanted it to be linked with the followingaspects:-Fun-Young-Girly-Adventurous-Flirty-Dream worldIn the end we came up with the brand image FUN, YOUNG and FLIRTY.To achieve our brand image we researched different pop music videos that have similar brandimages to what we wanted to achieve, just two of the artists we researched are:Pixie Lott – Turn It Up http://www.youtube.com/watch?v=OvRDJe5a51g&ob=av2nTaylor Swift – The Story Of Ushttp://www.youtube.com/watch?v=nN6VR92V70M&feature=artistob&playnext=1&list=TLRX34VG
What is our brand image ?The fun and young image of our brand image is typical of the pop music genre. The brand imagewe created fits in with the type of music our artist will create. Mise en scene plays a major rolein showing brand image, mise en scene is made up of; costume, location, props and make up.Costume LocationWe dressed our artist in bright We decided to shoot all our video in thefashionable clothing similar to that of studio to link in with our brand imageartists in the same genre. The fact that and help give the image of a dreamthe clothes were brightly coloured world-because it was all in the studioreflects the fun aspect of our brand this meant we could green screen anyimage. We had several different image into the backgroundcostume changes as this is typical of ourbrand image.PropsTo link in with the girly fun aspect of ourbrand image, the main props we usedwere, make up, hair brushes, andclothes. These all help the targetaudience relate to the artist andreinforce the brand image
Our Ancillary ProductsLooking at our ancillary tasks you can see that we have stuck to our brand image and followedthe conventions of pop music album covers.We have used girly fun colours in each of the inserts and every single insert and poster featuresan image of our artist to reinforce who’s music it is to the target audience. We also dressed ourartist in fashionable girly clothes so that the younger audience will look up to her for her fashionsense as well as her music.We used similar colours on the front and back cover of the album for continuity, and we alsoused the same colour scheme that was used in the video to link all of the products together. Wealso used the same font on all of the ancillary tasks.I feel that we followed both the conventions of all music videos and album covers as well as popmusic videos and album covers. In our video we have links between the visual and the narrative,following Andrew Goodwin’s theory. We also used fun girly colours which is typical of the popmusic genre, as is the main ideology of love – which we feel we also included.
What is our brand image ? These are our front and back covers for our CD album cover. We decided to use similar colours and the same font on both covers to create a sense of authenticity and make sure there was a clear link and differentiation between the front and the back. The swirly girly font helps reflect our brand image and the bright colours also give an indication into our artist’s personality. For the front cover we used a medium shot to get the audiences attention and make them feel as if the artist is looking directly at them. We also used a medium shot on the back cover yet this time we wanted to make it look as if the artist was looking up at the titles of her tracks, so that the audience feel she has a genuine interest in her music as much as the fans do.
What is our brand image ? These are the inserts for the inside of the album cover. In our music video we used different coloured backgrounds, we decided to use the same colour scheme in our ancillary tasks to create a link and have some fluidity in all products. However the ancillaries different and make each insert different we used the same colours but in different ways. The variety of colours and the ways they are used helps reflect the brand image of fun as the colours are bright and used in different ways. From this, when the audience thinks of the artist they will often relate her to as fun and happy – which is what we set out to achieve from the offset.
What is our brand image ? This is the promotional poster for our album. We decided to use the same colour scheme that we used for the other ancillary tasks to help create the brand image. We also included an image of the front cover of the album so that the audience know what to look out for when buying the product. We used more of a full length shot for this poster for authenticity as many real media products (album posters) use a larger image of the artist so that the audience recognise and remember them. We also decided to use the same font as the one that we used for the album cover this also helped with our brand image as it was all the same throughout creating a solid image for the audience to relate to.