Institution (Branding)

A brand is a particular make of a product. There may be many different brands of the same product, for example chips. Branding is more than just advertising, it is about creating an image that the public associate with a particular type of product - an image and a message that will influence them into buying the same product over and over again.

'advertising any given product is only one part of branding's grand plan'

(Naomi Klein, No Logos)

'Brands need to provide customers with a consistent compelling experience in order not to confuse them, as confusion leads to doubt'

(mudvalley.com)

There are 8 elements that create brand identity:

• Brand slogan - often a catchphrase linked to the brands logo.
• Brand Essence - what the brand means in a sentence.
  
• Brand Personality - what kind of character the brand has, this humanises the brand making it easier for us to relate to it.
• Brand values - what the brand stands for or against.
• Brand appearance - what the brand looks like, sounds like or tastes like.
• Brand heritage - the traditions that the brand has.
• Emotional benefits - what the consumer feels when they hear or see the brand.
• Hard Benefits - what is special about that brand that will make people buy into it? (is it cheap? high quality? more entertaining?) What real quantifiable benefits the brand offers the buyer.

Brands work as they turn a product into something unique and special, and enable them to stand out from the crowd. It is important to remember branding when creating a teaser trailer as we need to create a brand image for the film that we are promoting. We need to do this to make the film stand out from other films being released at the same time, the promotion for the film, including the teaser trailer, poster etc, need to be memorable and stand out from the rest.