Brand Semiology Session Five

Media ‘packaging’ When a new brand is launched it is promoted through a range of media. What media might be used to promote a new product?

Promotion by association What do we mean by ‘association’? What would be good associations for: – A new brand of dog food? – A treatment for improving the skin texture? – A range of silk scarves based on iconic artwork?

High octane associations Example: David Beckham

The effect of media on brands How can media affect brands? – What the brand owner chooses – The brand owner associations – What is outside the brand owner’s control

Reputation and influence What you say about your company and brands – CEO – Marketing department – Employees What customers say about your company and brands – Positive – and negative What the media say about your company and brands – Positive – and negative

Brand attacks What is a brand attack? If you were CEO of an organisation that is experiencing a brand attack what steps would you take?

Brand campaign development What is the process of development of a brand campaign?

Revision Session 1Brand identity

Revision Session 2Creating a brand – Culture – Myths & legends – Ethos – Power of images

Revision Session 3Packaging and presentation – Packaging creates expectations – Packaging materials – Brand names and descriptions

Revision Session 4The customer and the brand – Niches – Influences – Customer perceptions

Examination time management Format: 5 questions – choose 2 to answer Recommended time frame: 5 minutes reading paper and selecting questions 10 minutes planning the two questions you will answer 30 minutes on each question 15 minutes reading and reviewing

Exam strategy Your answers should: Introduce the issue you will be discussing. Use a structured process to explain your points. Include your own ideas and projections. Include examples to demonstrate your points. Cover why your points are important as well as what they are. Include a conclusion – what the impact of this issue is on the brand.

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