Critical Brand Evaluation
Critical Brand Evaluation
MM36620
A brand is not a logo; a logo is just a symbol that represents the brand. A brand is not a tagline; a tagline is an expression of the brand. It is not a product; a product is a tangible representation of the brand. While products come and go over time, brands can live indefinitely; your brand is derived from who you are, who you want to be and who people perceive you to be. A brand can be defined as ‘A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers’. (1)
The discussion of this essay will be to analyse two chosen brands, the brands being ‘Apple’ and ‘Coca-Cola’, then a comparison of the brands will be undertaken. Analysing the semiotics of these brands will help to better understand them; semiotics can be defined as ‘Regarding symbolism and how people interpret meaning from words, sounds, and pictures.’ (2) Emotional and psychological aspects will also be discussed, as well as the brands symbolic and cultural meanings.
The second segment of the essay will give insight to the general scope of the brands, their relationship with consumers, and the brands overall cultural context. ‘Understanding cultural meanings depend entirely on context. The meanings of brands are actively negotiated and created by the consumer.’ (3) This takes place where ever and whenever they encounter the brand, be it at home, at work, at the store, and so on. Cultural meanings are difficult to interpret because humans couch brands’ significance in semiotics — the meanings of images, phrases, and brands are based on a network of interconnected significances unique to each individual.
The two brands that shall be analysed are Apple and McDonald’s, both of which are amongst the most recognised brands worldwide. Every so often, a company changes our lives, not just with its products, but also with its ethos, Apple reached a financial pinnacle in 2012 when it became the
MM36620
A brand is not a logo; a logo is just a symbol that represents the brand. A brand is not a tagline; a tagline is an expression of the brand. It is not a product; a product is a tangible representation of the brand. While products come and go over time, brands can live indefinitely; your brand is derived from who you are, who you want to be and who people perceive you to be. A brand can be defined as ‘A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers’. (1)
The discussion of this essay will be to analyse two chosen brands, the brands being ‘Apple’ and ‘Coca-Cola’, then a comparison of the brands will be undertaken. Analysing the semiotics of these brands will help to better understand them; semiotics can be defined as ‘Regarding symbolism and how people interpret meaning from words, sounds, and pictures.’ (2) Emotional and psychological aspects will also be discussed, as well as the brands symbolic and cultural meanings.
The second segment of the essay will give insight to the general scope of the brands, their relationship with consumers, and the brands overall cultural context. ‘Understanding cultural meanings depend entirely on context. The meanings of brands are actively negotiated and created by the consumer.’ (3) This takes place where ever and whenever they encounter the brand, be it at home, at work, at the store, and so on. Cultural meanings are difficult to interpret because humans couch brands’ significance in semiotics — the meanings of images, phrases, and brands are based on a network of interconnected significances unique to each individual.
The two brands that shall be analysed are Apple and McDonald’s, both of which are amongst the most recognised brands worldwide. Every so often, a company changes our lives, not just with its products, but also with its ethos, Apple reached a financial pinnacle in 2012 when it became the