advanced brand management

Topics: Brand, Branding, Brand management Pages: 11 (4599 words) Published: November 13, 2013

MTV’s Jersey Shore turned to a huge brand

Teacher: Mathias Bode
Language: English
Length of assignment: 10 pages
Deadline: 21/12/2012
Table of Contents

INTRODUCTION
Brand! Wow, such a brand! OMG, you are so branded! Yes, I’m buying it, because of that brand! These are expressions you can hear every day, but what exactly ‘brand’ means? There are many definitions of brand, because brand for everyone means differently. For one it can be a label from expensive designer, or a guarantee of quality, thus it’s a trust in a product or service. For another one the brand can be, for example, Jenifer Lopez’s perfume, because in that person’s eyes, she is a brand, the value and status, that why people are buying this perfume. For example, L. de Chernatory and Dall’ Olmo Riley (1998, p.417) after revising huge amount of articles of brand concept, defined brand as a “multidimensional construct, matching a firm’s functional and emotional values with the performance and psychosocial needs of consumers”. Thus brand is a link, which connects company and customer, satisfying both needs and values. Relying on the L. de Chernatony and F. Dall’Olmo Rilley article “Defining a “Brand”: Beyond the literature with experts’ interpretations” (1998), there are twelve brand concept definitions which are pointed out from different literature reviews. In the mentioned article it is said, that brand can be looked as a legal instrument; logo; company; shorthand; risk reducer; identity system; an image in consumers’ minds; value system; personality; relationship; adding value; an evolving entity; The author in this work will look at a brand concept as an identity system, an image in consumers’ minds, what value system particular brand brings, what kind of personality it creates. In other words, the author will analyze the concept of a brand within Jersey Shore brand, where people will be the brands by themselves. We live in the individualistic world system, in which society and mass media stress on attitude that everyone should be individual, different in their own way. You should present yourself as a strong person, with hard character, unique, interesting, intelligent, successful etc, in other words, you need to brand yourself, and sell yourself as a high quality brand in order to be successful in your carrier or in personal life. The way how people brand themselves are different. The main difference is celebrities vs. ordinary people. For example, for celebrities to brand themselves, they can use not only white PR, reflecting in media their good side of personality, but they also use different scandals, which create higher ratings for them, thus staying popular. But for example, for ordinary people such branding would be crucial in their professional career. The author will analyze how MTV’s Jersey Shore turned to a huge brand. Basically Jersey Shore is a brand because of the participants in that show; they are the brands by themselves, individuals, with their own dressing style, expression, lifestyle etc., so the author will analyze the participants as different brands, which all together create one huge brand – Jersey Shore. The author’s motivation to write about this topic is connected with very actual issue nowadays, when people are trying to brand themselves as celebrities by copying everything what they do, the way they talk, dress, in this way becoming similar to celebrities and showing that they are the same as them. But what is appropriate for a TV celebrity might be inappropriate for just an ordinary person who wants to have a serious career and at the same time partying as in Jersey shore. The question is how to divide your personal life from professional, not to harm both sides, but at the same time to brand yourself as you want. And do Jersey Shore participants can divide their personal life from professional at all? The authors will analyze the participants in Jersey Shore, how they brand themselves and what kind...

References: De Chernatony Leslie, and Francesca Dall’ Olmo Riley (1998), Defining A “Brand”: Beyond The Literature With Experts’ interpretations, Journal of Marketing Management, 14 (4/5), 417 – 443
De Chernatony Leslie, Malcolm McDonald (1998), Creating powerful brands in consumer, service and industrial markets, 2nd ed., Butterworth Heinemann, p. 421.
Labrecque, Laren I., Ereni Markos, and George R. Milne. “Online Personal Branding: Processes, Challenges, and implications.” Journal of Interactive Marketing 25, no. 1 (February 2011): 37 – 50.
Lair, Daniel J., Katie Sullivan, George Cheney. “Marketization and the recasting of the professional self the rhetoric and ethics of personal branding.” Management Communication Quarterly 18, no. 3 (February 1, 2005):307 – 343.
http://en.wikipedia.org/wiki/Jersey_Shore_%28TV_series%29 [Access on 06/12/2012]
http://www.fastcompany.com/28905/brand-called-you [Access on 06/12/2012]
http://www.shorestore.com. [Access on 06/12/2012]
http://www.jerseyshorequotes.com/mtv/jersey-shore-expressions-abbreviations-acronyms-definitions/ [Access on 06/12/2012]
http://www.nj.com/entertainment/index.ssf/2012/01/jersey_shore_season_5.html
[Access on 06/12/2012]
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