5. Semiotics

A. Introduction

Brand identity and brand image

• Identity - How management defines what the brand is
• Image - How consumers perceive the brand

Group project work:

1. Decode the brand’s identity

   • Things that can be used: Brand, name, logo, slogan, service, colors, social media, Annual report, CEO interviews, collaborations, 4Ps.
   • Understand the service provided by the company; basically analysing interactions
   • Collect material that helps to decode how consumers relate to the brand; each member will do two interviews for 45 minutes. Check if there is a disconnect between the two and check if the any strategies can be implemented to mitigate the issue.

2. Study the brand’s image

3. Establish whether there is a disconnect between the two

4. Make some recommendations about the brand’s future strategy

B. Case Study - Rx Bar

Protein bars is a very crowded market.

Difference

• Too much information to read; not very aesthetically pleasing; Gives a natural vibe.
• The new packaging is more minimalistic and aesthetically pleasing.
  • Clearly emphasizes the protien content.

C. Presentation

• Wines and brand identity
  • The packaging is very important
    • Label, place, bottle, etc.
    • Font, color, etc.

D. Next week

1. Read the weekly reading
2. Conduct interviews to better understand the brand’s identity and image