Branding and Advertising Dr Stephen Harrington

What is this unit all about?

• Communication in theory

• Communication in practice

• Communication in context

What is this unit all about?

• Communication in theory

•Communication in practice

• Communication in context

Communication in Practice

• Imagine you're writing a film script, and one of the characters is a nasty, evil neighbour.

•What do you call this man?

“In the old economy, it was easy to get

things in proportion; you weighed them,

measured their size, counted them go

by, calculated how much material had

gone into making them. In the [new]

intangible economy, judging the value

of something is much more difficult

because value is so much a product of

fashion and perception- gestures and

symbols are the currency of global

communications”

(Leadbeater, 1999)

• Think of a brand that you identify with/love/are unusually loyal to.

• Write down three "values" or qualities that you associate with this brand.

• Have you just written down values that you'd like to describe you?

What is branding?

• Concerned with attaching the ‘best’ meanings to a product or service.

• Giving an abstract symbol identity/status

• Something (lifestyle) for the consumers to "buy into", or "aspire" to.

• Undertaking research/design/manufacturing in a way which helps to boost ‘image’

What is branding?

“From a business point of view,

branding in the marketplace is very

similar to branding on the ranch.

A branding program should be

designed to differentiate your cow from

all the other cattle on the range. Even if

all the cattle on the range look pretty

much alike.”

Al & Laura Ries, The 22 Immutable

Laws of Branding. P.7

“Available in both yellow and black, the

Lamborghini Notebook Series is the

ultimate representation of technology

and automobile fusion and a true

mobile computing revolution. With

design details and special mirror

painting finish, the ASUS-Lamborghini

VX1 is an extreme and spectacular

expression of the ASUS and

Lamborghini spirit that, with the look

alone, exudes power, speed, strength

and beauty.”

- ASUS-Lamborghini VX1

Branding:

•Emphasis not so much on 'quality' or 'tangible' value

•But, on 'emotion' and and 'intangible' value (e.g. trademarks)

'Intangible' Value:

Why would Philip Morris purchase Kraft

for $12.6 Billion in 1988, which was 6

times what the company was worth on

paper?

“The cost of the word Kraft”

“What does Tommy Hilfiger

manufacture?”

“Nothing at all”

Naomi Klein, No Logo

Conclusion:

• You now have a better understanding of the interplay of signs and signifiers, thanks to this unit...

• Your focus now should now be on putting this knowledge into practice.

• How do we create (positive) meaning for a product, in the complete absence of any current meaning?

• What is going to help create "loyalty beyond reason" for your product?