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 1 Brand identity
Revision
• Session 2 Creating a brand
– Culture– Myths & legends– Ethos– Power of images
Revision
• Session 3 Packaging and presentation
– Packaging creates expectations– Packaging materials– Brand names and descriptions
Revision
• Session 4 The customer and the brand
– Niches– Influences– Customer perceptions
Examination time management
Format: 5 questions – choose 2 to answerRecommended 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.
Material
http://www.lesleywriter.com/inseec-brand-semiology