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Brand Semiology

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:

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Brand Semiology

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  1. Brand Semiology Session Five

  2. 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?

  3. 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?

  4. High octane associations • Example: David Beckham

  5. 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

  6. 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

  7. 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?

  8. Brand campaign development What is the process of development of a brand campaign?

  9. Revision • Session 1 Brand identity

  10. Revision • Session 2 Creating a brand • Culture • Myths & legends • Ethos • Power of images

  11. Revision • Session 3 Packaging and presentation • Packaging creates expectations • Packaging materials • Brand names and descriptions

  12. Revision • Session 4 The customer and the brand • Niches • Influences • Customer perceptions

  13. Examination time management Format: 5 questions – choose 2 to answer Recommended 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

  14. 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.

  15. Material http://www.lesleywriter.com/inseec-brand-semiology

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