Kcb101 week 6
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Transcript of Kcb101 week 6
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?