Branding

A brand is not a product, a brand is the make of a product e.g Heinz is a brand of tomato ketchup.
brands occur because of mass production and more popular brands make the most money because they have more power than lower brands, they control the market and each brand gives a different personality than the other, therefore people will like one brand than the other e.g coca cola and pepsi.
A brand can also refer to a whole line of products to widen the target audience e.g Heinz make ketchup,
salad cream, mayonnaise and many more.

"advertising any given product is only one part of branding's grand plan" (Naomi Klein, No logos)


Branding creates an image that people link to a product, image and message which will make the consumer buy them again and again.

"mudvalley.com" say there are eight elements to create a brand:

• Brand essence- Brand meaning
• Brand slogan- catchphrase 
• Brand personality- makes it easier to relate to
• Brand values- stand for/against?
• Brand appearance- look like?
• Brand heritage- traditions?
• Emotional benefits- feelings does it offer consumers?
• Hard benefits- is it cheaper, better etc.

Advertising the logo of the brand repeats the same message to the audience and this makes the logo popular and people can relate to it and know what the brand is.

This is important to the music industry because there are so many bands and people have so many different tastes of music. The band is the brand in this industry and making album covers and music videos promotes the band.

By Paul Oxton