Question 2: How Effective is the Combination of your main product and ancillary tasksAaron Phelan

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.

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.

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.

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.

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

• 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.

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.

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