Branding and promotion

The Communications Process Schramm 1961 Sender Receiver Coding Decodin g Feedback NOISE Media Response

Get on the right wavelength Use words, images and attitudes your target market would use Magaluf is home to a stack of banging clubs to satisfy even the largest appetite. There's nowhere better than Bananas, Boomerangs or Carwash, each offering something a little bit different; Bananas for all your dance and house, Boomerangs for commercial house and R&B and Carwash for those all-important cheesy tunes. If you're feeling a bit cool, then Fusion is a top night, being home to the likes of Hed Kandi.

Branding ‘A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller, and to differentiate them from those of competitors’

How brands add value for the consumer Brands as reference points Brands simplify the decision-making process: –by identifying the product as from a reliable company, –by recalling advertising messages at the point of sale –by remembering previous experience

Brands as risk-reducers Brands convey Guarantees of consistent quality. Positioning. They allow the customer to choose the best or most suitable product for his/her needs. Personality. They can act as symbols of his/her status or self- image.

Brands as a source of pleasure Continuity – the satisfaction of familiarity and intimacy with the brand from consuming it regularly over a long period of time Hedonism – the satisfaction of using a stylish, fashionable, well-made and well-advertised brand Ethical responsibility – the satisfaction of making a responsible, caring choice, showing concern for their environment or the conditions of the company’s workers.

Brand identity (Kapferer) PICTURE OF SENDER PICTURE OF RECIPIENT EXTERNALISATIONEXTERNALISATION INTERNALISATIONINTERNALISATION Physical Features Personality Culture Self-image Reflection Relationship

Use Kapferer’s prism to analyse a brand with which you are familiar How would I recognise the brand from a distance – in a shop or in the street? What kind of personality is communicated in adverts, packaging, service etc? (or how does the brand feel about me/its customers?) Where does it come from? What underlying cultural attitudes does the brand express? Where would I expect to find the brand being used? Who would be a typical user? How would I feel when using the brand?

De Cheratony, L. (2001) From Brand Vision to Brand Evolution, Butterworth Heinemann, Oxford De Cheratony, L. and McDonald, M.H.B. (1994) Creating Powerful Brands, Butterworth Heinemann, Oxford Kapferer, J-N. (1997) Strategic Brand Management, Kogan Page, London