Brand



BRAND








What is branding?

What do brands mean to you?






the eyeBRAND Exhibition



This exhibition looks at the many applications of the "brand" image and how it relates to the consumer's self image.

Through a variety of one-offs and advertising images the exhibition looks at how brands are the new expression of identity and acceptability. Brand as status symbol, as quality medallion and club affiliation.










The position a brand occupies in a given market is more accurately it's position in the hearts and minds of consumers.






Markets are saturated with products that all look similar. Advertising must focus on a variety of product or brand features and benefits, drawing attention to them and promoting their value to the consumer.

To establish your product as a superior choice in consumer's minds your brand needs to be known for the features and benefits it offers over your competitors.







By presenting their product with attractive youthful happy people or celebrities in affluent settings, advertisers try to convince consumers that their brand will enhance how they feel about themselves and improve others perceptions of them.
Creating an association - in consumer's minds - between the brand and a lifestyle.






The implication being that owning the brand will make the consumer more like the people in the ad. The brand is an identity boost, the more expensive or exclusive the brand - the bigger the boost.







If you can communicate your brand positioning better, consumers will view yours as the most attractive or most credible.
The credibility factor might only be delivered via the style of your brand communications.