Branding

The Importance Of Branding

We usually associate the term ‘brand’ with a product that has a unique, consistent and well-recognised character e.g Coca-Cola, MG, Weetabix.  These brands conjure up images in the minds of consumers.  Large organisations work hard to raise the power and status of their brands and guard them carefully against unlicensed use or unfair imitation.
A brand usually carries a logo or trade mark by which it is recognised.  Many shoppers can easily identify a Heinz can or a Kellogg’s packet, for example, and it is the brand which is drawing them towards the product. Developing a corporate brand is important because a positive brand image will give consumers, and other interested stakeholders, confidence about the full range of products and activities associated with a particular company.
 
In relation to film's and more importantly the Horror genre brand is also very important. In resent times the horror genre has gradually become more and more popular since it started in the 1920's. Films makers have caught on to the fact that watching horror films has become fashionable in a way, and this has lead to film producing a wide range of merchandise related to the film and this has caused a brand, for example the Friday the 13th franchise has developed a wide range of poster and t-shirts so when you see the iconic hockey mask or here the name Jason you relate it to the franchise.
This is the same for the Zombie Genre, television programs such as The walking dead has made the genre extremely popular and they have also marketed the program as a brand bringing out t-shirts, collectables ( http://www.goldlabel.com/the-walking-dead ).