Branding Strategies Adopted by Emma Waston - Case Study Example

Strategy Report-Emma Waston Name: Course: Tutor: Date: Table of Contents Table of Contents 2 Executive Summary 3 1.0 Introduction 4 2.0 Branding Theories 4 2.1 Celebrity Branding 4 2.2 Event Branding 5 3.0 Case Study Analysis 5 3.1 Film Acting Roles 6 3.2 Charitable Activities Involvement 6 4.0 Brand Strategies Critical Analysis 7 5.0 Recommendations 8 5.1 Industry Activities Consistency 9 5.2 Avoid Negative Publicity 9 5.3 Targeting a Wider Consumer Base 10 Conclusion 10 References 12 Executive Summary The report reviews branding strategies adopted by Emma Waston in her bid to establish a strong brand name and identity in the entertainment industry. A strong brand positioning in the entertainment industry will eventually increase the actress strategic competitiveness at Hollywood. In analyzing the branding strategies the report bases its argument and analysis on the celebrity and events branding approaches. The analysis establishes that the actress branding strategies include increased acting and charity activities in the market. As a result, the report establishes that the branding activities have facilitated increased brand positioning in the entertainment industry. Further, a critical review on the adopted strategies establishes that the strategies meet the current branding approaches and market requirements. However, the review establishes a number of challenges that necessitate the development of proactive recommendations such as increased involvement in entertainment industry activities, avoiding negative media publicity as well as targeting an increased consumer base. Conclusively, the report concludes that with the implementation of the proposed recommendations Emma Waston as an entertainment brand is bound to increase and grow in popularity in the long run. 1.0 Introduction Branding is a new management marketing approach. In this case, the concept of branding forms an imperative tool in the development of appropriate and market fitting advertisements and promotional activities. In this regard, marketing functions have resulted to an increased adoption of the branding approach in a bid to increase the overall marketing performance and eventual success rates. In doing this, it is apparent that marketers apply respective branding theories in the function. In this regard, the function has a series of wide ranging theories including celebrity and event branding (Dinnie, 2011, p.96). This report focuses the application of these theories in branding Emma Waston. She is a Paris born actor in 1990, who shot in the limelight through her role as Hermione Granger in the Harry Potter film. Since then, the actress has perfected her acting as well as modelling skills. This can be evidenced in her involvement in a increased number of subsequent films such as then2011 film dubbed My Week with Marilyn as well as the latest 2014 release dubbed Noah. The actress has played crucial character roles in the respective releases (Silvester, 2010, p.195). This has increased her involvement in marketing and promotional activities with a range of products such as Burberry. This report reviews the personality branding aspects. 2.0 Branding Theories 2.1 Celebrity Branding As established above, the branding marketing function has a range of theories and models that support its application framework. In the case of evaluating Emma Waston branding in this report, the report reviews the celebrity and event branding theories. On one hand, a study developed by George (2006, p.216) stated that the celebrity branding theory incorporates the use of media renowned personalities in the support and facilitation of organizational marketing activities. In this regard, marketing functions and personalities depend on the respective media exposure and traits in the market. Celebrity branding incorporates the use of renowned media personalities in the market such as actors, musicians and famous sports personalities. Through this approach, organizations and products develop their market influence through the use of endorsements and reputation building by these respective personalities. In particular, this report reviews the concept of endorsements in celebrity branding. Through this approach, organizations and marketing functions rely on the celebrities to endorse and second their products in the market as quality and worth consumption. Thus, through this approach, such market products increase their market influence and control in the market. 2.2 Event Branding A second theory examined in the report is the event branding theory. Event branding incorporates the development of events comprising a range of activities. Such events are associated with increased attendance and eventual popularity. As such, Fleischer (2007, p.390) on a case study evaluation of the Google IPO, argued that organizations and marketing personalities recognize the publicity emanating from these activities. Therefore, a majority seek associations’ with these events to increase their overall market influence and success. This report evaluates the sponsoring aspect in events branding. Under sponsorship approach, organizations and marketing personalities seek to offer funding support to the events. Through such funding, the organizations and products receive an increase focus and advertising in the respective event. Through such, the respective products receive an increased popularity and fame in the events. Through sponsoring, brands attain an increased market control and success in the industry. 3.0 Case Study Analysis The case study analysis is based on Emma Waston, a Hollywood Paris born actress. The study reviews the approaches and strategies through which she has enhanced her brand in the market to the eventual global recognition status she enjoys today. In evaluating this concept, an overview of the Actress brand can be evaluated based on a personal SWOT analysis. On one hand, the analysis establishes that the actress has major strengths in her role in the Harris Porter film. The film increased her recognition in the global market, a vital tool in facilitating increased market influence as a brand name. In addition, her elegance and young age offer her additional competitive edge against other brand names in Hollywood. On the other hand, a weakness analysis reveals that her lack of constant involvement in film making negates her brand image reputation. However, her growing age increases her opportunity to change her role and rebrand her image in the market. However, a threats analysis on the brand establishes that she faces the threat of upcoming actors likely to topple her image influence in the market. In developing her brand, Emma Waston has increased her overall influence in the market through a range if strategies in the market. Among them is participation in film making as well as involvement in charitable activities. 3.1 Film Acting Roles On one hand, Emma Waston brands herself through involvement in film making. Film making as already discussed under the SWOT analysis establishes that film making increases an individual reputation in the market through enhanced publicity. As such, actors in respective films increase their overall market popularity and face in the global market. Therefore, through the application of this approach, actors increase their reputation. Individuals in the society associate actors with the film characters and perceive them with increased market relatedness. Emma Waston role as Hermione Granger in the Harry Potter film served as a strategy to increase her market brand positioning (“Hero Complex”, 2014). The actress brand identity such as elegance and girlish nature increase her popularity in the market. The Actress has over the years developed a reputation in acting as an elegant and fashion oriented personality. This is evidenced by her classy and fashion dressing styles. Consequently, this has increased the actress brand identity reputation in the market increasing the overall reception and perception. This can be evidenced by her involvement in the Lancome advertisement campaign that featured her elegance and identity as a cover for its print advertisements in the market. 3.2 Charitable Activities Involvement An additional branding strategy applied by Emma Waston is involvement in charitable activities. The society perceives brands not only in their aesthetic value but also in their contribution to the overall societal well being and performance and living standards improvement. In this case, market brands face an increased need to participate in corporate social responsibility programs as part of their branding and brand positioning strategies. This has been the scenario with Emma Waston. In her bid to increase her brand identity and positioning in the market, she has moved beyond acting and modelling into offering support in charitable organisations. This can be evidenced by the models plea to her fans to direct her birthday and Christmas gifts to support the UNICEF efforts in enhancing children global welfare improvements. In addition, the actress involvement in charitable activities can be evidenced in the case of the people tree campaign that served as a charitable advertisement venture. Through the application of the mentioned strategies, Emma Waston has increased her brand position in the market and evolved as a popular Hollywood brand facilitating her involvement in subsequent campaigns and films such as the Bling Ring film. 4.0 Brand Strategies Critical Analysis In order to evaluate the effectiveness of the strategies applied by Emma Waston in her branding and brand positioning strategies, this report evaluates the strategies with respect to the analyzed applicable branding theories. On one hand, a review o the film making involvement in enhancing brand positioning rhymes and applies the principles of celebrity branding. As argued, theoretically the celebrity branding theory argues that through increased media coverage and involvement in media focused activities brands receive an increased popularity level in the market. As such, market brands attain increased influence in the market through such media coverage. In particular Emma Waston applies the endorsements approach in her branding activities to support and increase her brand in the Hollywood film making industry. The application of such an approach is her campaign with the Burberry in the campaign for their 2009 A/W, and 2010 S/S campaigns (“PRLOG”, 2014). Through this campaign process, she served as their cover photo. This was conducted in her capacity as a model and actor. Through the campaigns, the actress used her influence to endorse the products onto the consumer base. Due to her earlier role the Harry Porters film, she has gained an increased market reputation, Thus, her featuring in the cover served as an ideal endorsement platform. However, a major shortcoming for her involvement in the campaign is her target population focus. The celebrity branding endorsement theory argues that involved individuals should have an overall market influence. Thus the involved personality should have an influence in the entire market. However, Emma Waston endorsement works for the young women population in their early 20s. Thus, the campaigned failed to earn the actress an increased recognition and brand reputation in the market among other market population segments. Therefore, the actress endorsement branding strategy fails to abide by the celebrity endorsement theory requirements. In addition, this report reviews the application of the social charity events strategy as compared to the events branding theory. In this case, the report analysis acknowledges the fact that events branding and involvement has various involvement avenues ranging from direct involvement through participatory activities to indirect participation through financing and sponsoring the events activities. Brands that offer their indirect contribution to such events receive an increased marketing and advertising potential in the respective events activities. A review of Emma Waston charity involvement abides by the events branding theory through sponsorship. For instance, the actress required her fans to direct her birthday and Christmas gifts onto the UNICEF foundation. Through this approach, the actress served as a sponsor to the agency activities. In return, she served as a goodwill ambassador for the agency. Through this approach, the actress gained an increased opportunity to interact with the society and film industry stakeholders. Through the involvement in this activity, the actress gained an increased market support and reputation. As such, this resulted to the eventual popularity of her status. This can be evidenced by her recent selection as the sexiest female actress in 2013. This image boosting through charitable activities involvement can be alleged to her involvement in the one tree campaign as an advisor to the campaign trail. Through her involvement in volunteering in the one tree campaign, the actress served as a sponsor through proving free services. As a result, as a study by Babic-Hodovic, Arslanagic and Mehic (2013, p.246) on the role of reputation argued on merits of reputation and fame relevance, the involvements increased the actress brand reputation in the film industry. Through these public exposures the actress brand position improved resulting to the involvement in other commercial advertisements such as her advertising opportunity with Burberry. In addition, the actress has received participation in a series of films such as the 2013 film on, this is the end and the latest 2014 film titled Noah. Thus, this analysis establishes that the actress brand position and reputation improved through appropriate and sufficient application of the events branding strategy. 5.0 Recommendations Based on the above critical analysis, this report establishes that Emma Waston as a brand in the film industry has the potential for strategic development and expansion in the industry. As such, in order to facilitate this eventual development, the report recommends a range of strategic options through which the actress can enhance her brand positioning into the future. Among the recommended alternatives in the industry include increased film acting consistence, avoiding negative media publications as well as targeting a wider market base. 5.1 Industry Activities Consistency This report recommends that a personality brand can increase its market influence through increased consistency. The global entertainment industry is highly dynamic and susceptible to changes in the market. As such technology, fashion and trends changes result to the emergence of new consumer base perceptions and preferences. Therefore, unlike in other industries, brand identity and images created in this industry are not sustainable in the long run. As studies on this concept such as the one by Golding and Tennant (2011, p.52) reveal, the market faces an increased risk of emerging stars in the film making industry. As such, in order for the existing stars to increase and retain their influence, they should engage in continuous industry involvement. Through this approach, this report recommends that Emma Waston, as a young actress, should increasingly get involved in social media platform advertisements and forums as well as retain an up to date fashion approach. Through increased involvement on these avenues, the actress will enhance the retention of her current influence and status in the film industry. Resultantly, this will enable the actress brand overcome the positioning challenges posed by new young talented female entrants onto the entertainment industry. 5.2 Avoid Negative Publicity The recommendation to engage in avoidance practices reducing on the overall negative media publicity is based on a study developed by Zhu and Chang (2013, p.14). The study established that the media focus played a significant role in determining a brands reputation and eventual positioning in the market. In this case, the media can positively or negatively implicate on a brand. In particular, negative publicity leads to reduced industry and market reputation resulting to a low perception on the consumer base. Based on this analysis, the report establishes that negative media publicity is a major threat to the actress branding efforts and has the potential to ruin the existing market goodwill. Therefore, this report recommends that the actress should engage in proactive approaches to avoid such negative media coverage. In attaining this, there are two strategic actionable alternatives. On one hand, the actress can overcome negative media publicity through increased charitable activities involvement that will increase the brands’ positive coverage. On the other hand, the brand has the opportunity to overcome negative media coverage through the development of a separation between public and private life. The establishment of a distinction between private and public life will offer the brand an opportunity to overcome negative implications of unnecessary private life exposure in the industry. 5.3 Targeting a Wider Consumer Base Currently, a SWOT analysis on the actress brand positioning establishes that she targets the young population in the late teens as well as early 20s. As such, the brand has developed a strong base in this consumer segment. This is evidenced by the brand strong identity of elegance and fashionable dressing. Moreover, the actress hobbies on swimming and adventures rhyme well with this consumer base. However, as evidenced with the SWOT analysis threats analysis that the entry of new young brands exposes the actress brand positioning strategy at risk. Therefore, the report argues that the brand should seek out alternative actions. In this regard, this report recommends the development and adoption of strategies endearing to the aged entertainment industry consumer base as well (Kazemi and Esmaeili, 2010, p.28). Among the strategic alternative available for adoption include goodwill ambassador functions. The actress can engage as a goodwill ambassador for diverse products serving the society at large, which would increase the brand familiarity and presence in the entire entertainment industry. Alternatively, the brand has the option of sponsoring events and activities supporting the society at large rather than focusing on the children organizations such as UNICEF alone. Conclusion In summary, this report offers a review of the branding and brand positioning strategies adopted by Emma Waston. In this regard, the report evaluated the basic theories applicable in individual branding in the market. In its analysis the report evaluated the celebrity and events branding theories. As such, it specifically focuses on the endorsements and sponsoring elements of the models. In addition, the report reviews the brand strategies which are established as both film acting as well as participation in charitable activities. In this regard, the study establishes that she actively participates in respective film shootings such as the famous Harris Porter and the recent Noah film. Involvement in these films increases the brand reputation and influence in the market. Additionally, participation in charitable activities such as the people tree campaign as well as funding the UNICEF, have over the years served as ideal charity involvement branding strategies. Further, a critical analysis on the branding strategies based on the celebrity branding and event branding benchmarks reveals that despite challenges in the endorsement element, the strategies are relatively applicable and in consistence with the existing branding theories and principles. Based on the critical analysis findings, the report develops proactive and actionable recommendations both strategic and operation to facilitate increased branding and brand positioning for Emma Waston. In this regard, the study recommends increased industrial activities such as film shooting, avoidance of negative media coverage as well as targeting a wide consumer base. Based on these analyses, the report concludes that with implementation of the proposed recommendations, the Emma Waston brand is likely to increase in its positioning in the long run. References Babic-Hodovic, V., Arslanagic, M. & Mehic, E. 2013, "Importance of Internal Marketing for Service Companies Corporate Reputation and Customer Satisfaction", Journal of Business Administration Research, vol. 2, no. 1, pp. 49-n/a. Dinnie, K. 2011, City branding: Theory and cases. Houndmills, Basingstoke, Hampshire, Palgrave Macmillan, England. Fleischer, V. 2007, "Case Study: Branding the Google IPO", Financier, vol. 13/14, pp. 38-51. George, A. 2006, "Brand rules: When branding lore meets trade mark law", Journal of Brand Management, vol. 13, no. 3, pp. 215-232. Golding, P. & Tennant, V. 2011, "The taste of LIME: competitive dynamics and strategies in the telecommunications industry", Journal of Information Technology Teaching Cases, vol. 1, no. 1, pp. 50-59. Hero Complex, 2014. ‘Harry Potter’: Emma Waston’s Hermione Granger through the years. [Online] Available at < http://herocomplex.latimes.com/movies/harry-potter-emma-Waston-hermione-granger-photos-through-the-years-gallery/#/0 > [Accessed May 28, 2014]. Kazemi, F. & Esmaeili, M. 2010, "The Role of Media on Consumer Brand Choice A Case Study of Chocolate Industry", International Journal of Business and Management, vol. 5, no. 9, pp. 147-154. PRLOG, 2010, Talent Management: Robert Pattinson to Front Burberry Campaign?. [Online] Available at < http://www.prlog.org/11059499-talent-management-robert-pattinson-to-front-burberry-campaign.html > [Accessed May 28 2104]. Silvester, W. 2010, Harry Potter collector's handbook, Krause Iola, WI. Zhu, D. & Chang, Y. 2013, "Negative Publicity Effect of the Business Founder's Unethical Behavior on Corporate Image: Evidence from China", Journal of Business Ethics, vol. 117, no. 1, pp. 111-121. Read More