An investigation into how brand identity is linked to, or created by, a company’s advertisements

Overview

• Importance of Branding

• The “Wish” Brand

• Event 1: Media Showing “Paradise Frontier”

• Event 2: V.I.P Shopping

• PRIA Code of Ethics

• Location of Print Advertisements

• Selecting the “Face of Wish”

Importance of Branding

“A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is

unique” (Stephen King, WPP London group)

Brand

IdentityBrand Values

Brand Image

Brand Message

Background on WishBrand Values: -Quality on all levels-Exclusive Prints

USP: -Designer quality at a high-street prices

Target Demographic:-Females (15-25 y.o.)-Clever-Well travelled -A true love of fashion

“Exclusive but Accessible”

Event 1: “Paradise Frontier” Media Showing

Venue: Shangri-la Hotel

Exclusive

Elegant

Convenient Location

Aligns with Wish brand identity “Exclusive and Accessible”

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

Event 2: V.I.P Shopping Night

Venue: Wish show rooms

•Editors and Stylists get 2 free items from the campaign

•Teamed up with OPI nails

•Appropriate brand association

•Promotional Event

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and a decompressor

are needed to see this picture.

Code of Ethics

Campaign:

•Need to know basis

•Location and photographer

kept private

•Only one image released prior to campaign

•Danger of diluting the brand

PRIA Code of Ethics No. 4: Confidentiality Code

Location of Print Advertisements

QuickTime™ and a decompressor

are needed to see this picture.

The “Face of Wish”

Selection Process:

•Model is a major focus of Wish campaigns

•Research “up and coming models”

•Take note of past campaigns and shows

•Congruency between the brand and the model can increase the effectiveness of the advertisement

Kate King

Age: 19Nationality: CanadianAgencies: Storm (London), Elite (Paris, Barcelona, Copenhagen), Ford (NY, mother agency)Shows: Rodarte (S/S13), Carolina Herrera (S/S13), Tory Burch (S/S13),Herve Leger (S/S13)Campaigns: Tory Burch, Chloe (S/S 12), Topshop (F/W11)

Katryn Kruger

Age: 17Nationality: South African Agencies: IMG Paris, IMG New York, IMG London, Uno Models (Barcelona)Shows: Marc by Marc Jacobs (S/S 13), DVF (S/S 13), Louis Vuitton (F/W 12), Valentino (F/W 12), Chloe (F/W 12)Campaigns: Oscar de la Renta (F/W 12), Prada (S/S 12), Coach (F/W 12)

• Relatable models

• Exclusive to Wish

• Lean towards using International models

• “Exclusive and Accessible”

The “Face of Wish”

Conclusion

•Meticulous in ensuring all aspects of their advertising represent their brand identity

•The model selected needs to also align with the company’s brand image

•A successful brand will only advertise with publications that align with the brand identity

•Confidentiality is difficult to control

References

• Aaker, D. A. 1991. Managing Brand Equity, Capitalizing on the value of a brand name. Simon & Schuster Inc. New York 10020. • Till, B. D. and Busler, M. (1998) Matching products with endorsers: attractiveness versus expertise, Journal of Consumer Marketing, Vol. 15, No. 6. • Wheeler, A. 2012. Designing Brand Identity: An essential guide for the whole branding team, John Wiley & Sons.