Oprah Winfrey: Single Largest One-Woman Brand - Research Paper Example

? Oprah Winfrey- The Single Largest One-Woman Brand of the Journalism, Mass Media and Communication of the Concerned August 10, 2013 Executive Summary There is no denying the fact that brands and branding do play a pivotal role in shaping and determining the popular perception. People tend to associate brands with certain attributes and traits and thereby, as a mark of appreciation for those traits, happen to ascribe to and associate with those brands. In that context, the personal brands do command a special significance in the sense that they tend to depend for their viability on the personal attributes and persona of a personality or personalities (Vitberg, 2010). It is for this very reason; it is more difficult to manage personal brands as compared to products or services associated brands (Vitberg, 2010). Oprah Winfrey happens to be the single largest one-woman personal brand in the world (Haig, 2011). This is because the brand Oprah is associated with specific personality traits and the mass perception of the brand Oprah has been managed till date with apt astuteness, finesse and dexterity (Haig, 2011). As a result, Oprah commands a very high mass popularity and many of the leading brands in the world aspire to associate with brand Oprah to leverage their net brand appeal. Table of Contents Executive Summary ........................................................................................... 2 1.0 Introduction .................................................................................................... 4 2.0 SWOT Analysis of Brand Oprah ................................................................. 4 2.1 Strengths ..................................................................................................... 4 2.2 Weaknesses .................................................................................................. 6 2.3 Opportunities ............................................................................................... 7 2.4 Threats ........................................................................................................ 7 3.0 Conclusion ..................................................................................................... 7 References ............................................................................................................... 9 1.0 Introduction It is a matter of public knowledge that not only Oprah Winfrey happens to be the largest one-woman brand in the world, but also that the leading brands in the world aspire to associate with this top notch personal brand (Haig, 2011, p. 131). The appeal of brand Oprah is such that it has not only revolutionized and redefined the history of television, but has indeed been successful in configuring a successful commercial empire around the attributes and mass appeal of the name Oprah (Haig, 2011, p. 131). In that context, brand Oprah is associated with a Midas touch. The mere association of a product or service with the name Oprah is just enough to make it a public rage. For instance a slight association of the brand Oprah with Spanx not only helped this little known under-garments brand evolve into a lead seller, but also helped it accrue a net annual turnover of ?220 million (Stylist, 2013). The mere mention of the brand Kindle at the Oprah show was enough to make people run for buying a piece of this gadget (Stylist, 2013). The book recommendations made by Oprah Book Club are a guarantee to make a publication an international best seller in a matter of days (Stylist, 2013). Thereby, it goes without saying that commercially speaking, brand Oprah commands an immense brand value and appeal (Haig, 2011, p. 132). However, the thing that needs to be understood is that brand Oprah commands such a successful consumer appeal owing to certain specific brand strategies, which not only make the brand Oprah soar over the social limitations ascribed to race, ethnicity and social status, but make it a name closely associated with reliability, trustworthiness and veracity. Thereby, in an academic context, it will be really useful to conduct a SWOT analysis of the brand Oprah to facilitate a better understanding of the fortes and vulnerabilities of this personal brand. 2.0 A SWOT Analysis of Brand Oprah 2.1 Strengths The talk show hosted by Oprah that is The Oprah Winfrey Show started by Oprah at some time in the mid 80s happened to be the central driving force behind the brand Oprah (Hikel, 2004, p. 453). This talk show not only succeeded in grabbing the public attention right from the start, but also played a pivotal role in making Oprah a household name that transcended the prominent social classifications and divisions (Hikel, 2004, p. 454). Primarily speaking, it was this talk show that accrued an aura of veracity, trust and respect around the brand Oprah Winfrey. Akin to any other successful brand like Nike or Pepsi, right from the start the brand Oprah registered a claim to authenticity. Much before the term reality TV existed; Oprah did not shy away from allowing people a peep into the details of her personal life like her struggle with weight gain, her nutritional and social choices, the details of her home decor, her pets and love life, etc. The other strong attribute of brand Oprah was that it not only succeeded in soliciting public attention and trust, but also moved ahead to consolidate that trust by launching O: The Oprah Magazine and a complementary website of her own. This strategy not only strengthened the brand Oprah, but also made the name Oprah a brand that accrued favourable international accreditations. Not only has The Oprah Winfrey Show till date been syndicated to more than 100 different TV channels, but O: The Oprah Magazine also commands an international readership. The other thing is that Oprah has till date been known to never been a paid spokesperson for any brand, product or a service (Lowe, 1998). The opinions pertaining to products and services disseminated be her are primarily based on personal credibility and experience (Lowe, 1998). This makes the consumers immensely trust the views and opinions professed by Oprah and makes brand Oprah closely associate with consumer trust and respect (Lowe 1998). The one big strength of brand Oprah is that it commands a variegated, colourful and diversified consumer following (Schneider, 2005, p. 460). The brand Oprah single handed cuts across racial, ethnic and economic demographics. The following of the brand Oprah transcends racial, ethnic social and economic divides. The other thing is that before Oprah became a success, she affiliated to very humble origins. Most of the times in her show, blog and magazine she has been quiet open about her humble origins. This strategy automatically accrues the affection and association of the masses because there is innate tendency in the human psyche to appreciate an underdog who turns out to be a success. In that context, large sections of the society tend to identify with brand Oprah. The brand Oprah since its inception has opted for a transmedia platform, spanning across television, print media and the internet (Haig, 2011, p. 134). This strategy facilitates the brand Oprah with a broad hold over the end audience and allows it to exercise influence over a clientele that resorts to variegated media platforms. 2.2 Weaknesses The primary strategy that accounted for the success of the brand Oprah has been a tendency to give way to an idealistic world were the end consumers could escape for the sake of entertainment and education. However, the problem with the publications associated with brand Oprah that are the blog, website and magazines is that they mostly cater to only a set segment of topics and issues (Abt & Mustazza, 1997, p. 60). Over the years, the topical menu furnished by brand Oprah has somewhat gone hackneyed and boring. To some extent the audience have developed a sense of the issues and topics they will comes across any Oprah publication and presentation. This is bound to dilute the brand appeal of Oprah. The other thing is that the Oprah show that highlighted and engineered brand Oprah has gone off air. This could be expected to negatively impact the appeal of brand Oprah. 2.3 Opportunities It was The Oprah Winfrey Show that actually engineered and defined the brand Oprah. However, this show is no more there and thereby the followers of Oprah do badly miss this show. In that context the brand Oprah has the lucrative option to restart the Oprah show. This will not only further bolster the brand Oprah, but will resuscitate and revive this brand. The other thing is that Oprah has seldom acted as a paid spokesperson for any product or service. Thereby, she could be expected to accrue lucrative gains if she commercially associates the brand name Oprah with a range of famous brands, products and services. The paid association of the brand Oprah with many famous and premium brands will not only go well for those brands, but will also bolster the brand name Oprah. Brand Oprah always has an option to launch a new range of products and services like health foods, fitness programs, books, etc under the brand name Oprah. 2.4 Threats Since, Oprah is a personal brand; Oprah needs to understand that the strength of this brand is closely associated with her public stance and actions. For instance, recently Oprah accused a salesgirl at a Swiss store for being racist, for which she later apologized (Hall, 2013). Also sometimes Oprah has been known to affiliate to controversial views on public issues in her publications. Such a cavalier attitude would not profess well for the brand Oprah. Over time people have started to associate brand Oprah with specific attributes and expectations. In that context, any faulty or controversial stance or line of action taken by Oprah could severely dilute the market appeal of this brand. 3.0 Conclusion Conclusively speaking, Oprah has emerged to be the single largest one-woman personal brand at an international level, both owing to the personality and personal appeal of Oprah and her panache to resort to astute, apt and favourable brand management. Brand Oprah indeed has many innate strengths and abilities. However, in the absence of the Oprah Show, one could expect some loss to this brand. Besides, being a personal brand, the brand Oprah is always vulnerable to being influenced by the public stances and stands taken by Oprah Winfrey. References Abt, V., & Mustazza, L. (1997). Coming after Oprah: Cultural Fallout in the Age of TV Talk Show. Bowling Green, OH: Bowling Green State Popular University Press. Haig, M. (2011). Brand Success: How the World’s Top 100 Brands Thrive and Survive. New York: Kogan Page. Hall, A. (2013, August 13). Swiss Store Owner at the Centre of Oprah’s ‘racist’ Handbag Storm Demands to Speak to Star after she Says ‘Sorry for the Fuss’. The Daily Mail. Retrieved from http://www.dailymail.co.uk/news/article-2391880/Oprahs-racist-handbag-Swiss-store-owner-brands-star-sensitive.html Hikel, S. (2004). Oprah Winfrey and the Glamour of Misery: An Essay on Popular Culture. Journal of American Culture, 27(4), 453-454. Lowe, J. (1998). Oprah Winfrey Speaks: Insight from the World’s Most Influential Voice. New York: Wiley. Oprah Winfrey: The Biggest One-Woman Brand in the World. (2013). Retrieved August 22, 2013, from Stylist website, http://www.stylist.co.uk/people/oprah-winfrey Schneider, D.J. (2005). The Psychology of Stereotyping. New York: Guilford Press. Vitberg, A. (2010). Developing your Personal Brand Equity: A 21st Century Approach. Journal of Accountancy, 201(1), 42-44. Read More