Branding Case

Branding

Since the market is flooded with uniform mass-produced products, brand has playing an increasingly significant role in our daily life. Branding is entire process involved in creating a unique name and image for a product in the consumers' mind, through advertising campaigns with a consistent theme. Branding has expended to advertisement.

For example, the Ford Car Company released a gorilla advertisement on TV on December 2004. In this advertisement, a human with a truck of bananas stopped at the road. The man was turned back having a pee. At that time, a huge gorilla hand reached down and picked up the truck away with bananas. This giant gorilla hit the car to the hill. Rocks fell down and dusts covered the sky. The gorilla hit the car over and over again. Suddenly, the father King Kong came and gave him a punitive swipe over the head and said:" stop playing, go and eat your lunch." However, the baby King Kong continues to crash the car to the hill. His father was angry and hit the truck with his huge foot. The baby cried sadly. At this time, the camera shot distances close up to the King Kong's face with the sad music, the angry face turned to sad. Then, he picked up the car which is still complete and threw it to where it came from. As the truck fell back to the ground, the driver who is still having a pee looked around with an innocent expression, and then, a text appeared: "in a man's world, you must be tough."

This advertisement is interesting and impressive. There are two strategies used in this advertisement. First, the brand of Ford represents a tough lifestyle. As Naomi Klein said in "no logo" (P21): "the products that will flourish in the future will be the ones presented not as "commodities", but as concepts: the brand as experience, as lifestyle." For the ford car company, the cars they produce can be made in any place. For example, the wheels can be made in Mexico, the doors can be made in Spain and the chair inside the car can be made in china. The technology for making a car is the same. The company does not need to worry about it. What they really need to do is find out the meaning of their brand and promote this particular lifestyle to sell the car. A car should have its own particular meaning so that people can pick it out in mass products that have the same function. Through this advertisement, we know that Ford car is the toughest vehicle in the world. People could buy it because of its safe and strong function. The car also represents a tough lifestyle. In this advertisement, no matter how many times the baby King Kong hit the car, it still remains complete. It is tough enough to face these difficulties. Also, in a man's world, it has the same principle. No matter what kind of difficulties a man encounters, he should never give up and be strong all the time. The Ford car company sells the car