Advertising as Branding

Most advertising today is about communicating a complex range of messages about a product, known as branding. A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer. A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, McDonalds golden arches).
As consumers, we tend to be more familiar with a whole brand, as opposed to individual products. The process of advertising allows us to associate values with products that may not have a real connection to them - for instance, Nike has always selected rebellious athletes to promote its shoes, the 'bad boys' of basketball, tennis & football, and therefore the Nike brand has connotations of rebelliousness, of doing whatever it takes to win.

Brand Identity
1. Brand Essence - a way of summing up the significance of the brand

to stockholders and consumers alike of the brand in one simple sentence

2. Brand Slogan - a public way of identifying the brand for consumers often associated with a logo 3. Brand Personality - marketers can describe their brand as though it were a person, with likes and dislikes and certain behaviour 4. Brand Values what does it stand for/against? 5. Brand Appearance - What does it look/sound/taste like? 6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years? 7. Emotional benefits how it avoids/reduces pain or increases pleasure 8. Hard benefits bigger? better? cheaper? washes whiter?

Analysing Print Ads

Codes and conventions: striking image slogan pack shot or logo reinforcing the brand identity

The combination of these elements, even though we may only look at them for the average time of 1.5 seconds, leaves us with an impression of the values that are attached to that brand, and a sense of who the target audience for the product is.

When analysing ads you need to decide: WHO the ad is aimed at - describe them demographically and psychographically
WHAT is being advertised and WHAT is specifically highlighted about the product (the benefits) in this ad?

WHY this helps sell a product WHERE/WHEN this ad might appear in order to reach its target audience

EXT HOW does the advert appeal to the audience and what
might you do differently?

Where does the term brand come from? Why is it done?

Brand Personality & Values

LO To understand how to define a brands personality and values To analyse a campaign by Levis to reveal its brand personality and values
1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

What is Brand Personality?

A set of human characteristics How the brand behaves associations Sponsorships Demographics:
Class Location Education/employment Age Race Sex

Psychographics: values and beliefs

1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

What is Brand Personality?

Coke is conforming while Pepsi is mischievous IMB is older while Apple is younger cooler!

1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

What is Brand Personality?

Young Modern Active Fun Cheerful Friendly

Life of the Party

1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

Go Forth - 2009
O Pioneers! - Go Forth

1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

Go Forth - 2009
O Pioneers! - Go Forth How do the print ads link with the TV ad? Ext: Why can a logo be more important than the name of a brand?

1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

What similarities do you see across the Go Forth campaign?

1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

Wieden and Kennedy

In 2009, Levis launched Go Forth, a new voice and campaign for the Levis brand and Levis 501 jeans. The campaign is inspired by the passion Walt Whitman felt for the potential of America and promise of the future. Films were created to demonstrate Levis awareness and relevance in the world through America and Pioneers! O Pioneers accompanied by readings of Whitmans poems of the same name. Outdoor and printed material evoked the spirit of the new pioneer todays progressiveby featuring such optimistic statements as Will work for better times, All I need is all I got, and Tough as your spirit. Combined with a digital re-editing of the Declaration of Independence and a call for young pioneers to create a new portrait of America online, the Go Forth campaign infused new energy into an authentic and beloved brand that had been somewhat quiet for too long.
1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

Go Forth - 2012
How does the 2012 campaign differ from 2009? How has it changed/developed? Is the target audience still the same?
Press Release

Aiming for an A/B?

1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

WHY?
Can differentiate brands, especially for similar products Gives it a competitive edge Gives the brand longevity Express own identity

HOW?
1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

Homework
Due: Tuesday 26th February Post it on your blog Find a print advert for one of your favourite brands. Annotate the advert and write a paragraph about its brand personality and values
1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values

Oscar Pistorius
Sponsors
Nike sunglass manufacturer Oakley perfume maker Thierry Mugler running blade manufacturer Ossur. BT

In total, his sponsorship deals were estimated to be worth about $4.7 million.
1) To understand how to define a brands personality and values 2) To analyse a campaign by Levis to reveal its brand personality and values