Branding and Identity

Brand vs. Branding

ò  Brand = how people perceive the company
ò  a set of distinctive perceptions, ideas and feelings about a
company that set it apart from alternatives
ò  No longer what the producers tell the consumer it is, now it is
what the consumers tell each other it is

ò  Branding = actions taken by business owner/producer to

build a certain image of the company
ò  (i.e. steps taken to build awareness and reputation)
 Why is this distinction
important?
ò  Brand vs. Branding has become blurred

ò  Companies create platforms for online brand

communities

ò  Consumers become willing participants in creating

ò  Culture and value (of brand)
ò  But perhaps unaware of how they have been recruited
ò  This is where analysis and critique become important
 The Role of Critique and
Analysis
ò  Culture intersects/underlies contemporary brands

ò  Beyond traditional boundaries of logo, name & slogan

ò  Brands embody cultural, ideological, and psychological

value to provide and imbue identity
ò  (Seemingly) to the brand, AND (more directly) to the
consumer who chooses to associate with it
 Who are the agents?
ò  Relationships between consumer and producer is blurred

ò  Consumers are creative, (seemingly) unmanageable and

productive players in the branding process

ò  Use a cultural lens to understand/interpret!

ò  where branding had been a marketing tool to which
consumers responded/reacted, now consumers can
digitally interact (exercise agency?)
 Who are the agents?
ò  Branding theory has shifted to acknowledge the
consumers role in
ò  the branding processes (i.e. shapes how a producer acts)
ò  meaning production, and
ò  value creation
ò  This includes cultural hijacking, consumer resistance and
culture jamming!
 Examples of
Culture Jamming
 Effects of Crowdculture
ò  smart marketers will collaborate with crowdculture
ò  find ways to champion their ideologies in the marketplace
ò  celebrate/invite people to participate identify as ‘insiders’
ò  Coded language (Starbucks names for sizes of coffees)
ò  Rewards and loyalty programs. (points, and ‘gifts’)
ò  Customer marketing (follow purchases and make ‘suggestions’)
ò  Becoming brand ambassadors through online consumer reviews
ò  (eg. Amazon, Trip Advisor, Yelp, etc.)
ò  Being part of the advertising campaign!
ò  https://www.harley-davidson.com/us/en/index.html
Influencers and Consumer
Community
ò  Celebrity endorsements can be expensive and risky

ò  Influencers are seen as a safer bet to furthering engagement

with customers and building loyalty

ò  Consumers often feel more of a connection with influencers

ò  Come with pre-established/loyal following

ò  An established identity that the brand wants to associate with
ò  (eg. Jaz and Harjit of Brampton recruited by Ultramar)

ò  https://youtu.be/6pGgCmQZYmM
Influencers and Consumer
Community
ò  Creative direction of the ads is seen to be shared

ò  Creative dept. of the ad agency maintains stars personalities,

while aligning with the brand’s messaging

ò  Regular/weekly release of videos

ò  Engage audience by releasing memes referring to previous vid

ò  Encourage tagging, but only those who viewed vid get the post

ò  (i.e. identify/establish community of insiders)

Influencers and Consumer
Community
ò  Relationships between consumers and brands seems to no
longer be dyadic (between consumer and producer)

ò  Now viewed as a complex triad, or network of relationships

ò  But is it, if influencers are recruited to fulfil a purpose?

ò  Co-consuming groups organize around particular brands to
co-construct a sense of belonging, culture and community

ò  But working consumers are exploited!

ò  Not compensated for the value they help create!
ò  “Co-creative consumers dedicate their energy,
knowledge, time, or resources to brands, providing
marketing resources, ideas, and data to help develop
marketing strategy, but they still have to pay for purchasing
products or services.”
 Brand volunteering
ò  Emphasises willingness of consumers to engage in value
co-creation

ò  Claim to benefit through experience, information,

friendship/community
ò  (i.e. willingly participate, and feel they are benefitting)
ò  May also be encouraged/cultivated through brand loyalty
programs, insider status etc.
 The Future of Consumer
Co-Creation?
ò  Threatened by the maker movement

ò  Downshifting

ò  But even these models generate new ways to co-create

knowledge and value around lifestyle choices

ò  And/or can be co-opted by marketers

ò  Although this often backfires spectacularly like this hollow
attempt at corporate/pseudo political messaging
ò  https://youtu.be/dA5Yq1DLSmQ
 Branding and Identity
ò  Brand vs. Branding has become blurred
ò  Companies create platforms for online brand communities
ò  (i.e. Companies seek, and largely control relationship)

ò  Consumers become willing participants in creating

ò  Culture and value (of brand). See/celebrate agency!
ò  But perhaps unaware of how they have been recruited
ò  This is where analysis and critique become important
 Branding and Identity
ò  Whenever there is an identifiable culture and/or identity

ò  Tools of analysis and critique become useful/important

ò  Who are the agents?

ò  Who is benefitting? How? At what cost?

ò  Why is this relationship significant and/or fulfilling?

ò  What role does it play in broader society? Is this appropriate?

These are the questions/preoccupations of social science research