Branding

As we are producing more than one media text based around the same band, we have to make sure that the message brought across and the overall impression and image of our band is consistant throughout all the media texts. This image we create is called our brand image.

Here I have looked at how some artists have created their own brand image consistant through all media texts.

 Miley Cyrus - Hannah Montana

                                                                            




















As you can see, Miley Cyrus has a very specific brand image as Hannah Montana, which is consistent throughout all her media products and merchandise. In the video you can see that she is portrayed to be a  very girly, fun loving teenager.  Her brand image she creates is one that appeals to young girls. This is shown through the mise-en-scene, cinematography, location and character performance. There are lots of shots with her laughing with her friends and the laugh is again featured at the end of the song. The bright colours in the costume and location help make the atmosphere seem more lively accompanied with the bright 'luminescent' "Hannah Montana" logo, giving the impression that everything in her world is fun. The fast paced editing also gives the impression that her world is very lively and exciting.

This brand image she has created for herself is consistent throughout all of her merchandise and media products. The logo remains the same throughout and has become a recognized symbol. She has also kept a similar colour scheme throughout all her products. Blues, purples and pinks are one of the main features. Another thing which is consistent throughout is her character performance. She is always seen to be smiling in images shown on posters and other merchandise. In both of the images above, on the Hannah Montana "room decor kit"  and the album artwork for "Hannah Montana 3" she has her right elbow bent with her hand on her hip. This backs up the idea that she is a very girly girl as this is a stereotypically very feminine pose.


Miley Cyrus

Miley Cyrus also has very clever branding in the fact that she has two completely different brand images.  Her brand image as Hannah Montana is completely different to her brand image as an artist herself. The connotations associated with the images of Miley Cyrus in her videos, in pictures and on album covers are similar to that of a lot of mainstream pop artists. Pictures of her are all filmed through the male gaze. In the album cover for can't be tamed, the attention is drawn to her naked stomach and the V- neck top also draws attention to her cleavage. This is a regressive stereotype for women, as Miley Cyrus, is affectively objectifying her body in order to appeal to a male audience. In all of the mise-en-scene, throughout all of her media products, she uses colour and costume to associate herself with being a sexy, strong and independent  young woman. Black is a colour, which is often associated with sex appeal. Her costumes are all much more revealing, showing off the whole of her legs and her cleavage area. Her brown hair, gives her a much more grown up appearance in comparison to the highlighted blonde hair of Hannah Montana. By creating such a contrasting brand image in comparison to that of Hannah Montana, she is able to distance herself from the more childish appeal.
















By Evie