Investigation into Branding

A brand is an identity given to either a particular product or service, or group of products or services, created by the same company. This identity could either be a name, logo or trademark which is associated and linked to a certain company. Since the coming of exporting/ importing worldwide and simplicity of mass production, the majority of consumers buy products/use services due to their brand. This is because many impressions and expectations of a product or service are linked to its brand identity, such as its price, quality, reliability and origin. The branding of a product also gives it a distinct image which will probably be used as its unique selling point. This certain image will have been created to aim at the brands main target audience, for example in Coca Cola's advertisements an image of youth, fun and community is created. Therefore we are instantly aware that the brands target audience is young, energetic people who love socialising with friends.

Branding is very important in marketing, as a certain image is portrayed about a product which is then portrayed upon its brand name.  This special link from a product to its brand, and the characteristics the consumer expects of the brand, is why many people purchase one product/service instead of another. For example; due to the successful brand image of Coca Cola, consumers are more likely to purchase a can of Coca Cola than a Tesco Cola, even if it is a much higher price, as Coca Cola’s brand identity is linked to quality and a high standard.

When creating our brand identity, we need to continue the same name, font, colours, logo and trademark throughout all of our products. Resulting in our music video, digipack and magazine advert all building up the same brand image, therefore all need to look as though they are linked and part of the same brand/company.