Question 2: How effective is the combination of your main products and ancillary texts?

What is a brand?

A brand is the identity of a product, service or business, it can take several different forms such as the name, sign and symbol, colour and slogan.

Careful brand management seeks to make the product or services relevant to the target audience. When the product or service then becomes well known the brand would acquire brand recognition, where the identity of the product would be recognised without the name of the company present, e.g. Walt Disney's signature for the ‘Disney’ brand.

A global brand is one which is perceived to reflect the same set of values around the world. Global brands create relationships with consumers around the world. Examples of global brands are, Facebook, Apple, Coca-Cola and McDonalds.

What is your brand?

The brand image for our artist is glamorous, sexy and feisty. We put across this brand image in several different ways such as:

The outfits in the video – We chose specific outfits for our artist to wear which would show her as sometimes being glamorous, sexy and/or feisty.

•Ancillary task photo’s – Our photographs used in the ancillary tasks were taken to make our artist look glamorous and sexy through the poses that the artist did.

The theme of the video – Our video had a specific theme of ‘James Bond’ which put across our artists ‘fierceness’. The artist used the prop of a gun in the video which made it look like it was a ‘James Bond’ song. Through the editing process we chose certain techniques to use which would reflect in this theme.

Colour theme’s used throughout the project – We used the same colour theme of pale pinks throughout the project and this is to maintain the brand image of her being quite girly. This would then appeal to our target audience.

How have you constructed a sense of brand identity?

Firstly in our video we have constructed a sense of brand identity in several different ways…

We chose specific outfits for out artist to wear which would represent a sense of glamour. We tried to pick outfits that would make her look

We needed to be sure that our artist had the confidence to make her look comfortable when we were shooting the music video. This then made her look feisty because it showed that she wasn’t afraid or uncomfortable.

sophisticated to add to the brand identity of glamorous and sexiness. Our artist used the prop of a gun in our video and this put across the sense of feistiness for our brand, also because our theme was ‘James Bond’ this helped to show it.

How have you constructed a sense of brand identity?

Secondly, in our ancillary tasks we have constructed a sense of brand identity from performing the following…

We used images where our artist is seen in poses which would add to our brand identity such as ones where she is in very little clothing. This makes her look glamorous and sexy and although she is wearing very little on her she doesn’t look cheap or ‘tacky’. We got the idea to use these kinds of shots from the artist Rihanna. We felt that she has a very similar brand image to what our artist has as well as a very similar target audience.

We also used a consistent colour theme throughout our ancillary tasksby using pink stripes across the photo’s. This would mean that our product could be instantly recognised because of the extensive colour usage. I feel that overall the ancillary tasks are very effective in marketing our artist because they show that she is a confident, glamorous, sexy and feisty person which is what we wanted to get across as part of our brand image.

What we could have improved

I think that although our product has been created very effectively, there could have been some improvements made in the continuity throughout the products such as:

• We could have used a pink colour grading when editing our video to link it with the ancillary tasks

• We could have somehow carried the James Bond theme throughout the ancillary tasks, however as we were advertising an album this might not have been effective because it would have been only one song that would be used for the ‘’James Bond Theme Song’’ so if we had advertised the who album based on that then it might have given people the impression that all the songs had been used, which is what we didn’t want to happen.