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