The document discusses branding, including what a brand is, how branding originated from farmers marking cattle, and how branding determines a company's profits. It notes that branding gives products personality and encourages people to buy more from the same brand. Music branding is discussed, explaining how record labels promote artists to sell music. The document also summarizes the branding of a fictional band called "Jess Vs The World" created for a coursework, describing how they portrayed a quirky, fun identity through comic book themes and costumes in their music video.
1. Question 2: How Effective is the
Combination of your main
product and ancillary tasks
Aaron Phelan
2. What is a Brand?
A Brand is different to a product in many
ways. A brand is when something is
advertised to the world and people want
to have their products. It features a
companies identity and a symbol often
shows this off to the general public.
A brand also identifies a business and its
principles such as Coca Cola selling cola
and lynx selling different types of
deodorants. The branding campaigns
often lead to a company sensationalising
themselves and making their
advertisements suit its potential
audiences. Advertisements will be placed
in several different forms such as being on
billboards and being advertised on
television.
3. What is a brand…. Continued?
The term branding originally came from farmers knowing the
difference for their cattle. For example, the stamp which
farmers place on their cattle can often let farmers know which
breed they have come from. However, this term has evolved
throughout the last century to become a completely different
meaning.
The branding programme of a product often determines the net
profit which is going to be made by a company. Branding
campaigns can also determine if future products from a
company are going to be successful or not. Branding campaigns
also have to improve on its last campaign, whilst following its
same principles and techniques on how their products are
promoted.
4. Naomi Klein stated that branding came
about as a product of mass production.
There was so much choice, people needed
image based differences to define brands, to
give them personality. It meant that people
wanted to buy more products from the same
brand.
5. What is a Music Video Brand
Selling music by an artist is essential for a record label, this
means that branding programme is different for a music video
than it is for a product from Cadburys. The branding
campaigns would often include album adverts and interviews
in magazines/newspapers with the artist(s) themselves. They
would promote their products through major music
companies and try to sell their products to their target
audiences. The artists would be competing with artists who
may have similar music products and the success of their
single often depends on the number of sales.
6. The Brand Image of our band
• The band we have created as part
of our coursework comes from
the indie rock genre. We
discussed this as a group and we
then started to research different
bands such as Foo Fighters,
Stereophonics, Arctic Monkeys
etc.
• We did this research to help
create the bands identity and
through many discussions we
chose to use the name “Jess Vs
The World”. This was because we
wanted our artist to be young,
quirky and fun
7. • Throughout the video we used the
comic book theme. Jess is
portrayed as a superhero/villan
throughout the video and the
effects have been used to broaden
the storyline.
• We chose to dress Jess in two
different outfits in the video. The
first outfit was white with black
trousers and a cloak, with big
glasses to make her look like a
geeky superhero. For the second
outfit in the video we tried to make
Jess look like the Joker.
8. How have you constructed a sense of
brand identity using media language?
We showed Jess as a quirky geeky girl throughout the video
who also dressed up as an alter ego superhero/villan. We
had different types of shots showing evidence of this. The
long shots were often used to promote the superhero and
close up’s of Jess looking crazy.
Jess comes across as fun and youthful throughout the
video. The comic fighting and superhero actions mean that
audiences will want to watch the video, due to its laid back
theme and enjoyment.
