Branding derived from brand where it always associated with name and logo and according to the Oxford dictionary, brand is “trademark”. Branding is the activity done by the company or organization to promote brand to the client or customers where they are able to identify the goods and services and differentiate it with other competitor (Kotler, 2001). While Kepferer (2004) stated that branding is not only just a name that being shown to the outside world but the product and services of the company able to be recognized by the public as well as being associated to the organization. Branding not only reshaping the product category but it needs a corporate long term commitment, a high level of resources and expertise.
Therefore, it is makes
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Gobé (2001) states in his book “Emotional Branding”, “In a Wall Street Journal article entitled “So Long, Supply and Demand” the conclusion reached is: “The bottom line. Creativity is overtaking capital as the principal elixir of growth. And creativity, although precious, shares few of the constraints that limit the range and availability of capital and physical goods.” In this new business atmosphere, ideas are money. Ideas, in fact, are a new kind of currency altogether-more powerful than money. One single idea-especially if it involves a great brand concept-can change a company’s entire …show more content…
Google Malaysia also reported viewers on YouTube will engage with longer videos from brands as long as there is a compelling, emotional pull. Below are these four videos.
1. Malaysia Airlines:
BLESSINGS, A Malaysian story
Chinese New Year 2015 short film (11:52)
This is an ad from Malaysia Airline telling a story of mother and son and about reflections we have, blessings and reconciliations are few of the strongest notions. the ads were related to CNY celebrations falling within the six-month period. The ads did really well telling a great, emotional stories around the theme of family, homecoming and nostalgia for the New Year.
2. Maxis CNY 2015
TV Commercial (3:47)
This is an ad from MAXIS “This Is My Name”, with its carefully crafted shots and thoughtful voiceover, plays more like a short film than an ad. It also broadcasted during Chinese New Year celebration.
3. Tenaga Nasional
Share the Lights
Chinese New Year 2015 (2:00)
This is an ad from Tenaga Nasional for Chinese New Year celebration titled “Share the Lights”. It’s a tale of un-neighborly competition is also entertaining as a short film in its own right 4. Knife
Add Oil - A short film
"Green Police Audi Ad Super Bowl 2010." Online video clip. YouTube. YouTube, 24 Apr. 2012.
The ad is 1:01 in length and features eight elderly men and seven elderly woman. The choice to use a relatively equal amount of men and women comes off well to the audience because there is no abundance of a single gender and it helps broaden the audience to both men and women. It also begins with an elderly man holding a picture of himself from what appears to be World War II which utilizes ethos due to the fact it builds a sense of trust because he served in the military and that makes him a more trustworthy person. The ad utilizes both ethos, pathos, and logos throughout the whole ad,
The ad is called “Someone waits at home, Don’t drink and drive.” The ad is about a guy
There are many denotations in this ad. There is a man, three women, bags, sides of buildings, a chair, writing on a window, a sidewalk-like walkway, a bottle of Southern Comfort, some white lines, and two lines of copy. The first line of copy reads, "Your free time may have changed. Your drink doesn't have to." The second line reads, "Hang on to your spirit." There is also a division in the ad, the top two-thirds of the ad being the photo image and the bottom one third being a black background.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
This is a Jeep Super Bowl commercial from 2013 featuring Oprah Winfrey as the narrator. We are in times of undeclared war and we miss our troops and want them to come back and Oprah is basically telling them that they aren’t forgotten. It shows the families of troops being home missing someone and showing the hole the troop has left since their departure. It is a battle the families fight as they miss their soldier while they are out fighting the other half of the battle. When the troops return to their families they fill that hole again and our nation is reunited. The best of our nation is overseas and the best in our nation is Jeep.
The ad appears in Adbusters Magazine, a web page created by The Adbusters Media. This is a Canadian foundation that uses ads to fight issues in society like smoking and alcoholism. For example, in this case they are discrediting the Absolut vodka brand, creating a mockery ad against the product...
The photo is part of a series of ads created by U.N. Women, the United Nations
image the advertisers have included, there is also a humorous statement regarding the cost of the
Kotler’s (1997) definition of branding is that: “A name, term, sign, symbol or design, or combination of them, intended
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
The advert alongside is simple and straight to the point. It contains very few details but extremely large content by the choice of words and graphics. At a glance, one can know, without reading the text, what the advertisement is all about. The advertiser has used a cartoon image as opposed to a real person image in the advertisement. This however does not mean that the advert is meant for kids or people who love cartoons. This step is always taken to reduce detail and avoid viewers over dwelling on unnecessary aspects of the advertisement. The setting is also plain. The background has no more information. The advertiser’s has employed the use of this strategy to ensure that the viewer does not miss-associate the advertisement.
Creativity should be the framework and backbone to every effective and successful ad campaign. However, true creativity is the ability use creativity to generate value to not only appeal to audience but also the brand. (Terranova 2014) Creative advertising draws consumer’s attention and motivates them to purchase the products.
Branding is used to refer to a wide body of literature as to how businesses can use their brands to achieve a competitive advantage, through building brand equity, launching brand extensions, managing global brands, and so forth.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.