BRANDS – OBJECTIVE OF THIS ARTICLE

In this article, I will analyse brands that have impacted my life, from the theoretical approach of iconicity, identity, consumption, culture and counterculture of brands. I will end with an audiovisual presentation of 3 selected brands

Chilhood

When I was little I remember that my toys were mostly cars and Action Man dolls. I loved dolls that could bend and rotate all their limbs. I also had thousands of Lego pieces and I could spend hours and hours playing, completely losing track of time. Of course, I played in the afternoons with my Bollycao as a snack. My mother had to buy me one every day so that she wouldn’t misbehave with me, because of course, I had to get the surprise sticker of X brand that came with the package. But when I started to “feel” things more for brands was in high school, specifically with Nike sportswear and Sony technology.

My favorites brands

Whenever I went with my mother to buy a Nike t-shirt or sneakers, she would ask the clerk if she could give me stickers to later stick on my school books and folders. I loved graphics, logos, and symbols of sports brands and I loved drawing them on sheets of paper.

Regarding Sony, the mere fact that anything will bear its name gave me a pleasant feeling. For me it was the greatest thing at that time, someone who had a Sony TV or Walkman had my respect and admiration for life. The PlayStation game console had a big impact on me. My obsession with that Sony product was so great that I promised my mother that she would do all the housework for an entire year if she bought it for me. I remember precisely the day my mother bought it for me, it cost pts20,000 at that time. That day was the happiest day of my life, I had in my hands the most powerful console in the world and it was from Sony, nothing could be more wonderful.

TV Channels

On the other hand, I used to watch a lot of television and watched a lot of shows, cartoons, movies, etc. There wasn’t much variety back then so the public channels were limited as well as their programming. Antena 3 became my favourite without realizing it. I started watching the “Club Megatrix” cartoons, its series, its games, etc.

Then I became interested in after-dinner news programs, entertainment television contests, and “El Peliculón” at night. In one way or another, I liked Antena 3, I liked its content, its characters, its format, its graphics and its colours, the logo, in short, the brand. If it occurred to me to change the channel to a competitor like La1 or Telecinco, whatever there was at that time, I would say to myself: “I don’t like it, remove it,” for the mere fact that it wasn’t Antena 3. A little later in my adolescence, when desktop computers were something for upper-middle-class people, I came across Windows, the operating system par excellence that almost all users used.

My favorite laptop brand

My parents bought me my first PC in high school and I was beginning to flirt with that technology. I came across the Toshiba brand, which mainly excelled in laptops. A friend had one and he always showed me things he had done with it, how fast it was, how good it was…, etc. From there I fell in love with that brand and since then I have always had a Toshiba laptop. Right now I’m writing this article with a Toshiba laptop, 🙂

SELECTION AND ANALYSIS OF 5 RELEVANT BRANDS

The brands chosen by category have been:

Coca-Cola (food and beverage), Nike (sports), Antena 3 (media), Stars Wars (entertainment) and Sony (technology).

 Antena 3

It has created new television formats based on what the viewer needs and at the same time has managed to interact with them either through social networks, telephone, contests, advertising emails, etc. In some television formats, for example, they have allowed the viewer to be the creator of the program’s content. Listening to and understanding its users has been key to building brand loyalty. They have also known how to adapt to the new demands of the audience with the boom in streaming and on-demand TV where the viewer has access to personalized content at any time.

The Coca-Cola Company

It has always stood out for its marketing and advertising, apart from its indecipherable and ancestral recipe. It has always stood out for its powerful advertising campaigns and its relationship with a market without age limits or borders. Its objective has always been to make the consumer the absolute protagonist. A key piece of its success has been the creation of original content and ideas that soon went viral. Technology helped, and continues to do so today, to expand throughout the world thanks to the connectivity of multiple platforms, and to make that “Coca-Cola culture” quickly promoted. Its great commitment to creative storytelling has made Coca-Cola transmit a unified and coordinated brand experience. In general, a brand so deeply rooted in society and strongly consolidated in the brand market has managed to create a “culture of happiness” as a lifestyle.

Stars War

Within cinema and entertainment created a large-scale social and cultural movement to the point of creating political, aeronautical or cinematographic impact. Their references in the films are deeply rooted in popular culture since both the references to the characters are taken for granted in many countries as well as the phrases they say have become part of the lexicon of modern culture. From the texts of the trilogies to the peculiar sounds generated in the productions, they have influenced society in one way or another, whether by creating spaces particularly produced for that type of content, television programs, monologues, inspiring and promoting science cinema. fiction, etc.

Sony

Firstly, forty years ago was considered an inferior Japanese brand and barely had recognition from the industry. They had to fight hard to position themselves and had to create something innovative to stand out, thus the first small-sized portable radio was born. This catapulted them into the technology sector and encouraged them to create new technological devices such as the Walkman, the “Trinitron” TV, the Discman or their crown jewel, their “Playstation” video console. After a very efficient chronological evolution, Sony generated a leading technological brand identity and consumer loyalty that would later be reported positively. Since I was little I always had great admiration for this brand and I could only associate it with something super, something great and cutting-edge technologically speaking. In one way or another, it has been part of the best moments of my life.

Nike

It is a sports brand that the majority of the population consumes or that at least someone has bought to “feel like a hero.” Its commitment to advertising campaigns to motivate consumers to play sports and feel like a hero has made Nike one of the most notable brands in sports culture. It is a reference and a sign of identity for athletes who take care of their health and well-being.