Branding-the portrayal of a lifestyle or the bait of consumerism?

Branding is all around us, the clothes we wear, the food we eat, the services we use and the products we buy all rely on strong branding. The core values of branding is to Inspire influence and attract people to a certain range of products, often this is combined in order to sell a lifestyle. There are many great examples of this. The Haig club Whiskey was first brought to market in 2009, branded as a High quality scotch whiskey, with the use of iconic personalities as David Beckham and a punchy advertising campaign promising “a new world of scotch whisky” they have achieved a brand that appeals to new markets. On the Haig club website they describe the Chinese market as “their most enduring” this ratifies the fact that they are directly targeting their branding to a certain group. David Beckham is a known icon within the Chinese market and has been endorsed as a Brand ambassador for various British brands in china Including Jaguar Land Rover. Henry Foy . (2014). JLR signs David Beckham in China drive. Available: https://www.ft.com/content/1c4a9fe2-a54b-11e3-8070-00144feab7de. Last accessed 13/02/2017

haig club

 This justifies the clear branding strategy that famous icons within branding can directly influence target market a company aspires to interest, in Haig clubs case they have intuitively identified Beckham as their right hand man in gaining influence from a market in order to sell their brand and Lifestyle.

 There are many cases in which branding has been directly criticised for forcing products on people with little or no difference in form or function while still charging a premium for a branded product. Supreme who are a Skate lifestyle clothing brand out of New York are renowned for their high price branded products that are also meant as an art statement

supreme

One of their latest branded gimmicks include the Supreme brick, supreme have taken what would previously be a 55 pence item, rebranded it with their logo and managed to charge £30 off the shelf. The irony of this branding strategy is that the Guardian states that the Supreme brick is now selling for in excess of $1000 on Ebay as the original stock sold out within a day! One Reddit user Tamaral36 calculated it would cost $4,704,000 to build an average sized house in bricks alone, this clearly suggests the novelty land the lack of functionality that this product holds.

brick.JPG

Branding of this extremity really does make you question whether this strategy by supreme was to publicly mock the theory of branding while further exploring their ideas of creating art statements, or whether they were double bluffing the market in order to make some ironic profit while also breaking ground on consumer loyalty towards their ‘iconic branded products’.

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