Question 2 of A2 Evaluation
- 1. Effectiveness of the combination of my main product and ancillary texts By Tim Carnell
- 2. What is Brand Identity • Brand identity describes how a business wants consumers to perceive its brand. • Brand identity includes aspects such as the brand’s name, logo and other visual elements. These aspects are used to communicate to consumers what the product or service is all about.
- 3. Why is Brand Identity important? • Brand identity is important in marketing a product or service because it is a vital way of attracting the target market. • For example if a company wanted to make a horror movie but when it came to designing the brand they decided to use images of puppies using colours such as pink and purple as well as titling the film ‘friendly puppies’ then it is highly unlikely that they will attract their target audience. This is because the brand image they created is more appropriate for children with an age of 3-5 where as the target audience for horror movies is 15-25 and people who like watching horror movies want them to be scary.
- 4. Brand Identity and Brand Image • Brand Identity is constructed by the business itself where as brand image is the consumers actual opinion on what the brand is and what it has to offer. • If there is a negative gap between brand identity and brand image this suggests the company is out of touch with market sentiment. As a result of this, selling the companies products becomes more difficult and therefore the business is making little revenue. If the business is in serious trouble then this can force the company to rebrand itself.
- 5. CLOAK- Unique Selling Point • The film Cloak’s main unique selling point is the the actual cloak. We have used it throughout the campaign and production of our brand identity including the teaser trailer, the poster and the magazine cover to promote. Even if the the physical image of the cloak does not appear in one area of the campaign such as the magazine cover for instance, the fact that the title of the film is ‘Cloak’ means that it is predominant throughout all aspects of the overall product. • The cloak is a good unique selling point as it is well recognized as being an intimidating and scary item of clothing that is used to hide an individuals identity. The fact that is is rarely used in horror films made today means we are therefore offering something different to the consumer. • By making the title of out film ‘Cloak’ this enables us to use it in all areas when creating the brand identity and as a result this makes our unique selling point clear to the potential audiences as well as promoting the correct brand image.
- 6. CLOAK- Fonts Teaser Trailer Poster Magazine Cover • To promote brand identity, it was important to keep the fonts and style of the title the same across all aspects of the campaign including the teaser trailer, the poster and the magazine cover. • By doing so the potential consumer is able to identify our brand easily. If we varied the fonts and styles of the title then this would create an unclear brand image and could potentially confuse the potential consumers as to what the film was about.
- 7. CLOAK- Colour Schemes and Effects Teaser Trailer Poster Magazine Cover • It was vitally important to use the same colour schemes throughout the campaign in order to promote brand identity as well as portraying the horror genre. • The teaser trailer, the poster and the magazine cover all use dull and gloomy colours ideally to demonstrate the fact that the film is a horror and has a bleak storyline. The use of similar colour schemes also helps promote brand identity however a lot of horror films use similar colour scheme and therefore this is not significant in promoting brand identity. • The use of effects however is a good way of promoting brand identity as there is a wider range of effects that can be used for horror films. The main effect we used was to blur. This can be recognised throughout the teaser trailer and on the poster. The reason my group decided to use this effect is because it is unique and suits the storyline of our film perfectly in the way that blurriness can hide identities and objects.