Branding

Branding is very important to film production as it is used to advertise a film. Film companies spend on average half the amount of their budget on just advertising and creating the right brand image. Through Branding you create an image which links the audience to the film. This image is repeated so that audiences have the image fixed in their minds. To create a successful brand it needs to be consistent throughout the range of products we are promoting.

For example Coca-cola have a brand image of happiness and bringing people together, which is what people feel like when they drink/buy the product.

According to mudvalley.com, there are 8 elements that combine to create brand identity:

Brand essence - what the brand means in a sentence.

Brand slogan - often a catchphrase linked to a logo.

Brand personality - what kind of character does the brand have? Humanises the brand, makes it easier to relate to.

Brand values - what does it stand for/against?

Brand apperance - what does it look like/sound like/taste like?

Brand heritage - what kind of tradition does it have.

Emotional benefits - what feelings does it offer consumers?

Hard benefits - is it cheaper, better. Does it wash whiter? What 'real' quantifiable benefits does it offer the buyer?

Lauren and Rachael