INSTITUTION BRAND VALUES Institution brand values What do

INSTITUTION BRAND VALUES

Institution: brand values What do these represent?

Brand values: lines of appeal According to Gillian Dyer (Advertising as Communication, 1988) advertisers use, among other techniques, lines of appeal to create brand identities and attract their target audience. Institutions use these images, references or suggestions to tap into our desires and make us ‘feel part’ of the brand.

Brand values: lines of appeal Dyer suggested lines of appeal could be classified into 13 groups: • Happy families - everyone wants to belong • Rich, luxurious lifestyles - aspirational • Dreams and fantasy • Successful romance and love • Elite people or experts • Glamorous places • Successful careers • Art, culture & history

Brand Values: Lines of Appeal • Dyer suggested lines of appeal could be classified into 13 groups: • Nature & the natural world • Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them. • Self-importance & pride • Comedy & humour • Childhood - can appeal to either nostalgia or to nurturing instincts • Dyer suggests these lines of appeal are effective because they deal with our social needs.

Brand Values: Disasters • Brands can suffer serious damage if they receive publicity that goes against their brand values. • Notable PR disasters include British Gas and Starbucks. . . any others? ?

Brand values: disasters British Gas. . .

Brand values: disasters Starbucks. . .