Logos in Adverstising - Essay Example

?Introduction The ability to grab the attention of the consumer while creating a lasting impression is one which is dependent on a variety of factors. One of the foundational ideas which are required with one creating the right approach to brand identity is with the use of the logo. This make a difference in how one is able to perceive a company and remember the products and services which are offered through the business. The logo that is used with fashion is one of the most important concepts that are used, specifically because it relates not only to the corporate identity but also to fashion statements. The products and the logos which are connected to these become the link to style that is used. The product of fashion then becomes dependent on the brand logo and the relationship which this creates to different consumers. Understanding and evaluating this links creates a stronger understanding of how brand identity can be altered with the fashion statements that are available. The New Advertising The concept of advertising and brand identity has become more important and relevant with the growth of businesses into modern times. It has been found that advertising is not only able to establish a company and the identity which they hold. It also creates a sense of value that is added to the company and the way in which consumers perceive this. Creating a sense of added value leads to a conscious choice of one linking to the identity of the brand, specifically because the mind relates to the brand. The psychological relationship to the brand then continues to develop by creating a relationship to the consumer. If the brand identity is not strong, then the conscious choice of the consumer also focuses on how the product or service won’t be able to provide the best results. For the strong brand identity, is a relationship that the consumer creates that is developed from the belief that the brand is able to provide more value to one’s life, identity and the use of products that are associated with this (Davidson, 24). Today, the concept of brand identity is furthered with the global market that is continuing to grow, specifically with relation to the fashion identity that is created. The concept of the international brand is one which is focused on the building of the global market and the strong competition that is a part of this. As the international brands continue to grow are more distinctions that fashion industries are required to make that help with the recognition of the brand. The image, advertising and the global campaigns that are created need to move across boundaries and focus on creating an international culture that recognizes and relates to the fashion which is established. The use of specific campaigns is one which creates separation from the identity and the celebrities which are used. However, the brand that is used is able to move across boundaries, specifically because it is recognized as the latest fashion statement of the brand, as opposed to a specific culture. As the world and the international concepts become even more established are specific associations with creating a strong identity against competitors and which helps with the recognition of the global consumer (Moore, Fernie, Burt, 919). Relationships of Brand Identity The concept of building a strong brand with fashion for the market is one that is shown through a variety of examples. Brand identity that is used within the international market is one which is identified specifically by creating a relationship with consumers. This moves outside of cultural identity and into attitudes which describe the clothing and fashion and which create a different response within the market. For example, the Hilfiger brand is one which is known to carry specific attributes and styles. Most describe this as couture clothing through the advertisements and brand name which follows this. The styles that follow continue with the overall creation of couture clothing that is recognized with the brand name. By keeping this specific attitude, individuals that want to dress in couture style immediately think of the Hilfiger brand name. The brand furthered this by making the brand known by lifestyle within an international market, as opposed to creating a sense of cultural identity. The result is the ability to effectively create a commercial effect related to attitudes and identity. Those who use Hilfiger then have an established relationship with the characteristics of couture and the understanding of what this represents too many within the industry (Taylor, 134). The building of relationships through brand identity is one which is furthered by the understanding of creating a sense of what consumers need or desire. The brand identity is one which is developed specifically with the understanding that consumers create a relationship and psychological association with the fashion statements which are made. While the main approach is with creating a commodity through designs, there is also a sense that this is needed by those who are interested in the fashion. The main statement of the brand identity then becomes to create a sense of the consumer needing or desiring a specific object. The brand name being the need or desire is what allows the brand identity to stand apart from competitors in the global field. There are many brands that have created an association with superior quality or the recognition of a lifestyle. Many will wear these brands specifically to identity with the recognition of lifestyle or to make a statement about the tastes which they hold in terms of quality. This approach is one that, while a commodity, is one which links to the psychology of consumers and builds an understanding of social statements that relate to the fashion which one wears (Faurschou, 21). Development of Consumer Society The approach which has been taken is one that has developed specifically with the understanding that there has been a growth in the consumer society. This is one that is developed from the viewpoint of several looking at fashion as something which should be a part of what one has. The consumer society further associates with this by believing there is a sense of identity within the consumption choices which are made. This creates a specific status which one has in society while allowing them to build a strong reputation with the needs that are a part of society. This creates a relationship between the brand identity, consumption and the relationship which the individuals have toward the products that are being made. This is furthered with the marketing and advertising that is a part of the brands, specifically which create a sense of culture, identity and a link to the brand identity that is created. The fashion links to consumer society then begin to rely on the brand name and identity to build credibility in terms of culture, society and the relationships that are created to individuals (Fine, Leopold, 151). The social concepts which are approached with fashion are furthered with the psychological links that are a part of the commodities. The need to have commodities is one which is known to be based on the social pressures that create a sense of status and prestige among an individual. However, it is the individual which presents a certain psychological relationship to the brand identity and purchases which are made. This relationship is one which is often described as a fetish toward commodities. One builds an affinity toward specific brand names and the identity linked to this, specifically because it changes the way in which one establishes their understanding of associating within society. The concept of brand identity then becomes important not only with the presentation to society but also with the psychological relationship which one creates in terms of the brand identity and how this makes them feel or associate with others in terms of status within a specific social group (Jhally, 122). Presenting Image The concepts that are associated with society are furthered with the way in which fashion is presented in different societies. The fashion statements that are made move beyond the consumer society and into one which is directly linked to the ideologies that fashion companies make about a specific fashion style. There is a known fashion system which is linked to how one presents their image in society and the expectations that are associated with this. There are rhetorical, terminological and real statements which are known to present a specific image with the clothing. The statements all need to link to the brand identity and the presentation which is expected by those who are offering the fashion to others. Creating codes that build presentation of an identity, social status or specific order then links to the ideas of building an image and identity from the brand. The meaning that surrounds fashion and brand identity then becomes essential to creating an image that one represents and expands on within society and in relation to the psychological components of fashion (Jobling, 71). An example of this is through the brand Dior. This particular brand is known to be chic and savvy while having the latest trends of the season while always remaining cutting edge in fashion. The brand identity comes with the internationally recognized name as well as the several styles that are released to retailers through fast fashion. These are furthered with advertisements that place a sense of identity through the fashion and the brand name, such as seen in figure 1. Figure 1: Dior Brand Identity The presentation of these images is similar to other ads by Dior. All are focused on ideas of glamour, luxury and remaining fashion forward and in style. The concept is then able to display cutting edge fashion that is a part of the fashion trends of the season. This is combined with using renowned names to endorse the products while continuing to expand the cutting edge styles that are available. This tactic in brand image is able to present the importance of brand through the fashion statements and ads that are used. There is a sense of brand culture which is created. This is dependent on the experience, functions and identity which the brand creates (Moor, 40). In these ads, the experience becomes based on luxury, remaining in high society and moving up with the fashion that is known to be cutting edge. The women, symbols used and the approaches to coloring in the pictures all create this same element for specific needs. Cultural Management of Brand Identity An important aspect that is associated with the fashion statements and sense of image is furthered with the ideologies of building the global economy and the way in which this links to cultures of fashion. This combines the idea of building interactions with the logos with establishing a strong sense of identity through the objects which are used. The cultural ideologies are then established with the ability to create a picture in which the individual relates to the identity that is in the picture. This helps in the creation of a cultural identity while establishing a strong link to the interaction which one takes. These ideologies lead to the consumption of the products while helping to segment markets that are interested in specific brands that relate to cultural identity (Lury, 48). An example of this is with the Dolce and Gabbana ads and identity that is created, as seen in Figure 2. Figure 2: Dolce and Gabbana When looking at both ads, one is able to directly link to the cultural affiliations of the brand. Both ads move outside of just showing fashion and instead link to a story which is being told in the clothing. This associates with concepts of lifestyle, events which are happening and potential situations which one may be in. If an individual is able to create a sense of identity that links to these pictures, then the concept of image is able to directly link to the ideology of creating an association with the clothing. This heightens the desire to buy the clothing and to be a part of not only the fashion statement, but also the consumer identity which is associated with the images. The fashion identity which is created directly relates to the concept of advertising and the culture which is established around consumption. The building of image and identity directly links to a culture which is consumption based and which looks for the identity which is established through brand names. The concept of cultural economy becomes a relevant part of the brand images and identity that are associated with different brand names. The economic structure of a business grows as there is a direct correlation with the cultural beliefs and identity which centers from this. There is a combination of the cultural identity with the ability for the brand names to continue to grow globally and to create a stronger basis with the fashion that is used. The links to advertising and the ability to create a brand name that establishes a sense of identity then becomes one of the most important factors in one being able to create the right concepts to selling within any society. The result is a combination of culture and economy that is established with how material practices are used to form the right image and sense of identity (McFall, 2004). Media and Fashion The cultural beliefs, identity and the establishment of brand identity are one that requires not only images to reflect the proper concepts of the clothing. The most important factor with fashion and the associations which are created in terms of consumption come from the media that is a part of the industry. The images that are created from the media as well as the coverage that is given to those who are interested in fashion create direct links to identity and the newest concepts that are a part of the fashion ideologies for a season. The industry is known to be covered specifically with the use of media and image. If this is not presented in the right manner, then the amount of competition and lack of funding will easily lead to the fashion designers no longer being able to produce the needed clothing or to be accepted within the industry. Because of the strong amount of competition and economic structure, the importance of image and identity becomes a simplistic way to tap into the needs and desires of consumers while using continuous coverage to ensure that one remains ahead in the industry. The advertisements use of creating an image and establishing loyalty on a global basis then becomes dependent on establishing a strong image in which many can relate to within lifestyle, society and psychologically (McRobbie, 68). Not only do the media influence the image through the ads and displays that link to culture. This furthers with the concepts of demand management and the ability to regulate the expectations with fashion. The industry of fashion is one which is based on the ability to create a continuous demand through the commercialization that is a part of the fashion which is available. The concept of demand management is one which takes place with the concepts of social and cultural changes and trends which continue to fluctuate in society. This is combined with the characteristic developments that are linked to the ads and displays of media. Creating demands, moving into faster progressions and building continuous responses that are a part of the cultural affiliations with fashion allow the industry to continue to move forward. The use of brand identity with image and other components with fashion then become important, specifically because it creates a continuous demand and stabilizes the impression which most have of the fashion brand that has been created (Mort, 36). The Creation of Style Each of the factors that link to fashion help to build an industry that is based on the creation of style. This occurs with the brand image that comes from the media and helps to present an identity. This is then furthered with the creation of brand which builds a social, cultural, psychological and individual relationship to the fashion that is created. The concept of creating a market with the fashion that is available becomes the main ideology that is related to fashion and the creation of style as a brand. This is furthered with the understanding that the brand names need to continue to be created and re-created, specifically for the retail and demand management that is a part of the industry. Adding these components together creates an interchange with the fashion that is developed and the brands that are established at a global level. The importance of brand is one that then is based on creating styles, identity and trends from a consumer society on a continuous basis and from the loyalty of brands (Moore, 13). The same creation of style is one which then combines the various dimensions that are a part of the fashion industry and which lead to an overall understanding of what it means to be a part of style. Those who are involved in the creation of brand have moved beyond the basic ads and media to represent the culture and identity of brand and how this links to the individual and society. The retail outlets and stores, approaches to the public and the presentation which is created all links to the same concept of brand identity. The idea is now based on creating an attitude and environment which represent who an individual is and what is expected in terms of identifying with the brand identity of a store. The designers that are recognized are established in creating identity with the different formats of fashion and the brand recognition which is developed internationally. The approaches with this begin with the profile of the designer and lead to the recognition which has been established in spaces, designer stores and on the catwalk. The creation of style then becomes based on space, advertisements and the link to the different information which is available in the industry (Moore, 261). The overall concept that is associated with culture and the creation of brand identity is one which links to several dimensions that determine the success of those that are in the fashion industry. The significance of fashion now is based on consumer culture that is continuing to establish style as a part of a past time and which refers to the principle of creating significance by linking fashion to identity. The significance comes specifically from the ads, popularity, environment and the approach to brand identity that is created. While the brand remains insignificant without these attachments, fashion designers have built a culture that is established on specific segments of the market and which is built on establishing identity and significance. The movement has gone from one that is based on clothing as a need to fashion as a spectacle, sense of identity and a symbol of the self that one connects to. This has created the style that many are attracted to and which has allowed the industry to build in a different manner (Kellner, 128). Conclusion The concept of fashion and the approach which has been created is one that is based on the growth of identity. This is one that is first established with the brand identity that is approached by those who are looking at the fashion and the way in which they are set with individuals in society. The identity is created specifically through the media and ads that are a part of the fashion and which relate to the industry working toward moving into better situations and moments of success on an international basis. This combines with the creation of the consumer industry, specifically which has created a sense of culture and individual identity within society based on fashion. Each of these elements combine to create a different understanding of the fashion within society while establishing a different approach to creating a sense of identity and relationships to brand identity that is a part of society. References Davidson, Martin. The Consumerist Manifesto: Advertising in Postmodern Times. Routledge: New York, 1992. Faurschou, G. ‘Obsolescence and Desire: Fashion and the Commodity Form’, in Silverman, H. ed. Postmodernism – Philosophy and the Arts. London: Routledge 1990. 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