What is branding?
It is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan or design of the company who owns the idea.
To be honest, I am not satisfied with my AS opening since the only thing could be mentioned about branding was selfie stick so I would like to do a specific research for branding at A level in order to create a complete product, more impressive.
After researching, I figured out that branding can help film producers think more about the core idea of the film, make the storyline neat:
what do you want to show as the centre of the story?
How to emphasise it? what do you seek to tell audiences under veneer?
There are four points that are helpful to create a sense of branding:
- Produce a good film
A good marketing strategy can improve branding but limited so it is crucial to produce a good film at first. I would like to say it is to make film unique to consumers.
For example, Harry Potter was a massive success as books, which establishes the success of the film. And its storyline is much more what audiences want, very interesting – boarding school, coming of age and associated with magic. Its story contains ambiguity – good in evil and evil in good, which intrigues audiences to think and also reveals one of the back stories behind.
All of the excellent content leads to the potential success in branding, otherwise, it is hard to brand anything!
(from Harry potter brand wizard)
2. Picture an unique protagonist/antagonist
This is one of the tips I learned from Harry Potter in terms of my own experience, the first thing I remembered from Harry Potter was not his magic power, it was his appearance, his glasses.
People even call the spectacles Harry Potter Glasses, it is the branding, fans even dress like Harry Potter, his character is unique, which gave me a hint that costumes and props would make a huge difference to films but it will only do good if it fits.
One more thing, it can contribute to branding because it is constant, otherwise, it might not work. He wears this round-shaped glasses through all seasons of Harry potter. And now people think wearing this style of glasses seems more intelligent.
Another example of successful branding is Dark Knight. It portrays an unique character as Batman, his appearance is impressive enough and when people think about Dark Knight, they think about the Batman. It is more likely to be a logo, simple but effective. It provides citizens of Gotham the hope and criminals the fear, the branding it creates connotes justice and hero.
Not only Batman but also Joker, both of them creates the branding, contrasting to each other: Batman is heroic but Joker is the Villain. Clear portrays make them unique, Joker’s creepy face, which is not able to be copied by other films since his appearance and his characters are so impressive, it will not fit in other films.
3. Emotional involvement
After producing a good product, it is necessary to meet consumers’ needs. For me, it is the way to strength the elements of branding already existed in the film, and let audiences get involved therefore increase the loyalty. Branding is created by consumers, they explore things they find interesting, they develop it so the interaction is important.
It is more likely to do with marketing, it engaged with audiences and it was demanded by consumers, the activity they got involved is to do with the film Harry Potter itself, the branding is created by involvement of consumers, taking a part in. For example, they opened fist part of Universal’s wizarding world of Harry Potter.
Dark Knight is even more successful in branding by virus campaign:
After the game of ‘tracking the Joker’, it is really hard to forget it! to forget such a character and its plot, it is curiosity, it gives fans a chance to play in.
4. Online marketing
It is the way to increase publicity and give consumers a chance to make the brand their own. Because of rapid development in social media, it is available for consumers to create the brand, their response to the film is the process of creating a brand.
5. Brand consistency and restraint
Once consumers become loyal to brand, film producers need to meet their expectations, otherwise, they might turn away from it. The branding of Harry Potter might not be such a big success if it did not satisfy consumers. Consumers are the one experiencing branding, creating branding and developing it.