CROSS-MEDIA BRANDING #1 - Definitions TBC

From the assessment criteria:

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What is a brand?
Wiki definitions:

A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.^[2][3]Brands are used in business, marketing, and advertising.

Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. The key components that form a brand's toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies.^[5]

ORIGINS:

The practice of branding is thought to have begun with the ancient Egyptians who were known to have engaged in livestock branding as early as 2,700 BC.^[4] Branding was used to differentiate one person’s cattle from another's by means of a distinctive symbol burned into the animal’s skin with a hot branding iron. If a person would steal the animals, anyone could detect the symbol and deduce the actual owner. However, the term has been extended to mean a strategic personality for a product or company, so that ‘brand’ now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil, wine, cosmetics and fish sauce.

So what is meant by creating a brand throughout my media products is to give my act distinguishing features that sets them out from the crowd, gets them noticed in the cross-media promotion, brand awareness is the key term here.

This extends to things like promotional merchandise.

REBRANDING:

Reasons for rebranding:
http://video-university.87seconds.com/3-videos-that-rocked-rebranding/

IN THE MUSIC INDUSTRY:

EXAMPLES:
Disclosure and Gorillaz have very recognisable traits throughout their music videos,
the white lines on face and Gorillaz their animations and quirky/bizarre drawn characters.

Music historian John Harris saying about Bowie in Five Years Documentary (, 2013)

If you're, but I won't call it that because I think it's a huge disservice to what we're talking about here.

This is an example of artistic values being thrown against the commercial side of music, arthouse vs commercial.

I think Suede would also talk about themselves like that due to comments like "not being neutered by the music industry" and feeling like outsiders ("Victorian Orphans").