Proffesional practices

Brand identity

Recently we focused on brand identity by looking at how famous consumer brands make themselves stand out as individuals.

Through this I learnt more how even though the world of marketing is seemingly logical, at the end of the day human nature steers the wheels.

For example, Pepsi and Coke, two very similar tasting drinks and yet like small children the companies go neck to neck using advertisement strategies and witty remarks just to express to consumers how different they are.

Through the brand identity workshop overall one of the main goal from this brand is their need to be chosen by the consumer, this very animalistic desire that very much exists in all forms of relationships.

IRN-BRU was my favourite brand to research since they are great and keeping up their identity, which is being mischevious and having a strong individual identity.

 They are never shy from showing scottish pride as scotts are also well known for having a strong sense of self and rightful anger for their culture. I worked in a group of four, our name was team beta and it was our responsibility to represent IRN-BRN and give them a new slogan.

We used their competitors ( Coke) brand personality of togetherness and unity , since It would be a unexpected strategy , so we proposed a pitch about the scotts hosting a highlands games with the English their opposition. Although, at the end as the english would be losing the scotts would then give them IRN-BRU and at the bottom of the can there would be writing saying "KEEP YER HEID UP".

Our tutor did come up with an alternative better idea where during the game the scotts only would drink IRN-BRU which helped to amplify their strength.