“What is the relationship between branding and The Consumer Self?”
Branding has revolutionized and expanded greatly
since the 1950’s, with the introduction of television ads and the digital age emerging
in the 70’s. It appeals to a way of life the consumer aspires to, or thinks
that they aspire to but have not yet achieved. The relationship between
branding and the consumer is a constant power play of the unpredictable needs
of the consumer and the problems and contradictions that holds for the brand to
solve.
There is a constant struggle for a brand to be
seen to do the right thing, in light of things like healthy eating or their
impact on the environment. If we the consumer allow brands to act the way they
do, then they will. We have the power to change it but we have to accept that,
that change will have its implications and the question is, are we willing to
deal with them? This essay explores this power struggle in more depth by using
resources that show both sides to the battle, between branding and the
consumer.
Muir and Miller (2004) believe that the best
definition for a brand was given by Gardner and Levy in 1955:
“It is a complex symbol that represents a
variety of ideas and attributes. It tells the consumer many things, not only by
the way it sounds (and its literal meaning if it has one) but, more important,
via the body of associations it has built up and acquired as a public object
over a period of time.” Brands are created by people, it exists only in their
minds, it is also the result of human behavior as they are judged for their
actions (Muir and Miller, 2004). A brand therefore has and is something that we
can connect with and create this relationship with. Without a brand these
things are just objects, they don’t have any real meaning or importance, a brand
is recognition and status, it is a representation of qualities such as
reliability, safety and innovation. Because a brand is created by people, human
emotions are evoked and used to create the connection between a brand and a consumer.
People know what people want, and this is why the connection can be extremely
strong. Advertising has become like a religion – preaching a ‘better life’
(Firth, 2011, p.2).
Branding however
can be seen as interpreting the world around us and explaining things but, in its
own terms (Berger, 2012). It suggests that there are inadequacies with the way you
are and live, promising you improvement. Berger also goes on to explain how
publicity works on our anxieties about money and status, it brings out the need
to compete with others. It plays on the fear of not being desirable, of being
unenviable. Branding also appeals to a way of life which the consumer aspires
to, or thinks that they aspire to, but have not yet achieved. Berger has really
highlighted how branding has taken control of society and the strong influence
it has on people. It seems to target people who can’t afford not to be
‘glamourous’, as advertising focuses on settings, pleasures, objects, poses,
symbols of prestige, gestures and signs of love. These are things that we dream
about, they are ideals created by us but publicity proposes this is the only
way and that we change are lives for the better when we buy into these things,
as it shows us how people have been transformed.
Sigmund Freud’s
interpretation of ‘the Self’ helps us understand why what Berger says could be
true. He compromised three different systems, the Id (Instincts), Ego (Reality)
and the Superego (Morality). Conflicts between the Id and the Superego show how
we have to repress and control our desires, but this repression can erupt in
defense mechanisms such as violence (McLeod, 2013). Edward Bernays (1891-1995)
was a relative of Freud’s who worked in public relations post war. Based on the
ideas of Freud that “irrational forces drive human behavior” (American
Psychological Association & Held, 2009), If you made people feel the pleasure
principle is being met, you can control them. Bernays' worked closely with the
government through product placement, celebrity endorsement and use of the
pseudo-scientific reports, all of these things advertising today still use. In
1929 it was unheard of for women to smoke in public, Bernays' however soon
changed that for his client who owned the ‘Lucky Stipe’ brand of tobacco. He
launched his ‘Torches of Freedom’ campaign where famous women could be seen
smoking in public at New York’s annual Easter parade in 1929. “Bernays' was duly convinced that linking
products to emotions could cause people to behave irrationally. In reality, of
course, women were no freer for having taken up smoking, but linking smoking to
women's rights fostered a feeling of independence.” (American
Psychological Association & Held, 2009).
Ideas of
branding began to expand around the 1950’s and 1960’s when there were post-war
shortages, which is why there were compliant consumers, they didn’t question a
brand because they were grateful for whatever they could have. But nowadays people
are the ones that bring a brand to life, “A brand is simply a collection of
perceptions in the mind of the consumer.” (Muir & Miller, 2004, p.71). We
are the ones that create these dreams and pleasures branding is just
acknowledging this and giving the consumer what they desire, as the idea
initially began with them. Within the 20th century
design now plays more of a role in desirability and sale ability of a product
rather than for productivity and speed. Sparke suggests “For these new
consumer’s appearance and life-style were becoming increasingly important and
this pointed the way to products becoming a means of offering them style and
social status which, in turn, called for increased product elaboration.”
(Miles, 1998, p.37-38). This is because in the 1920’s the focus of products
began to be ‘eye-appeal’ aimed at continual stylistic change in order to raise
sales and profits. Manufacturers noticed the economic benefits of this, that
something goes ‘out of fashion’. Miles also notes “Compulsory obsolescence
is the foundation-stone of the modern design industry and involves the
intentional design of products for a short-term use.” (Miles, 1998, p.38)
Designers now design things to ensure there is a constant demand for their new
product. Miles is also aware of the expansion of consumerism from social change
and advance in technologies as he says ‘A thriving economy and the fact
consumers had more disposable income encouraged the development of an increasingly
eclectic market-place.’ (Miles, 1998, p.39).
If these brands
are satisfying people and making them happy is there really an issue of brand
control? As Soloman says “many consumers buy products, not because they have
practical utility but because they provide pleasure, entertainment and hope”
(Soloman et al. 1999, p.20).
Brands play on
our emotions to develop an emotional connection with the consumer so that the
consumer is more compliant. Emotional loyalty is created between the brand and
the consumer to an extent, such as if a brand over delivers and does more than
expected, loyalty is more likely to be formed. This is not necessarily a form
of control because trust and loyalty goes two ways. The brand expects you to
stick with them and continue buying their goods. But the consumer also expects
high quality and that it meets their demands. Trust is the very foundation that
the relationship between branding and the consumer is built upon. Trust is
linked to the functionality, with high trust the consumer is more certain, as
it guarantees quality (Muir & Miller, 2004, p.81). Unbranded production
usually leads to a deterioration in quality and consumers are usually less
likely to buy them because of this; which really highlights that in fact
consumers do have the choice, but they prefer something where the risk of
disappointment is perceived to be lower (Muir & Miller, 2004, p.81).
Because of the increase in low-trust societies it has produced a new consumer
who scrutinizes the brand more thoroughly (Muir & Miller, 2004, p.81).
We the consumer, actually have a lot of control
over brands as they are competing to satisfy us, we don’t have to buy what they’re
selling. Growing confidence within consumers has seen a radical change in
branding strategies. We review, comment and give feedback nowadays, showing the
power we have gained. This means that companies are listening to what consumers
have to say, because if they don’t then consumers will take their money
elsewhere. John F Kennedy once said “If
consumers are offered inferior products, if prices are exorbitant... if the
consumer is unable to choose on an informed basis, then his dollar is wasted...
and the national interest suffers." (Firth, 2011, p. 3). Consumer
confidence is really important as it helps to make the markets work with
increased innovation and economic growth (Firth, 2011, p. 3). With the
expansion of social media, giving feedback on products and checking the quality,
such as a 5-star rating, consumers have a more informed decision on what they
are buying. Consumers can choose whether to boycott the brand or to buy into
brands they like by buying and promoting it (HBS Working Knowledge et al. 2014).
This advert
clearly represents a response to changing needs of the consumer while still
using old methods of tapping in to our wants and desires to further push sales. Brand products need to keep up with the
changing needs of the consumer, if their needs change or something better comes
and the brand hasn’t responded or met these needs, then the consumer will be
gone (Muir & Miller, 2004, p.71). This really stresses how much consumers
are in control, the consumer ultimately has the decision on what they want,
brands just supply the demand, it just depends on how well they do that. Coca-Cola
responded to the new healthy eating/drinking craze and better body image by
producing ‘Coke Zero’, different from normal coke as it has no sugar and no
calories. On the right we have the Coca-Cola Zero: “Explosion 1” outdoor advert
by Grey Copenhagen which was released in February 2008. The graphics within the
advert contains an explosion around the bottle with things like a motorcycle,
disco ball, girls and animals which all represent ‘cool’ and ‘exciting’ things.
The message portrayed is if you drink this you’re living your exciting life as
you should be, it gives the drink masculinity, personality and with that power.
Branding
plays a large part in our society through politics, sports, culture and the
voluntary sector, even charities have adopted the idea of branding (Olins,
2005, p.11). This is not necessarily a bad thing because it had aided our
society and helped give money to causes that really need it, so in effect it
has helped change our society for the better. Characters from brands have also
been integrated into our society and become part of our lives, as Solomon says “more
consumers could recognize such characters then could identify past prime
ministers, business leaders or artists.” The problem lies with how branding is
used not branding itself, branding is a tool and the way in which it is used
and for what purpose is what it important. Anti-globalists believe that brands
are like a weapon, creating more problems like waste and use of declining
resources (Olins, 2005, p.9). If consumers helped change a brand for the better
it wouldn’t be seen as a ‘weapon’, in more and more cases where consumers are
taking control, brands are addressing these issues. Consumers however do expect
too much from companies and try and exploit obligations (Solomon et al., 1999,
p.16). As mentioned, if the consumer doesn’t like the brand and what it stands
for we don’t have to buy them.
Wolfsohn
(2011) however, makes some very valid points as he believes that companies are
still in control. Just because we perceive to be able to complain, and have our
voices heard doesn’t mean that the companies are doing anything about it. It
could merely be set in place to satisfy us into thinking that they are
listening, when in fact they are still doing things the way they have always
done. Support from this comes as “Ads are periodically placed in between the
featured content and the audience has the option to ignore them when turning
the page” (Wolfsohn, 2011) this shows the brand still has control over what it
wants to say even if the consumer chooses to ignore it. But ads now even follow
internet users and access personal information, this is an aggressive form of
branding that has happened because we have decided to ignore some ads, instead
we are now being forced to see them. Although, these ads are usually related to
things we have been browsing on the web, they are tailored for us, this shows
the desire for brands to sell, so they aim it straight at their target
audience.
Social media
plays a massive role in customer feedback, everyone has become a critic and
this can reach a large audience in seconds (HBS Working Knowledge et al.,
2014). This has made it “easier for marketers to react more quickly.”
(Wolfsohn, 2011). They need to be more careful with what they do and say, but
this doesn’t mean they have lost control, they just have to gain control in a
different way. In 2009 the Sci-Fi channel changed its name to Syfy, even though
there was widespread disapproval. Because the company stuck with the new
rebranding It actually within a few months set several viewership records and
the dislike towards the rebrand has basically disappeared (Wolfsohn, 2011).
This reinforces that fact that brands do not necessarily bend to what the
consumer wants, they are still the dominant one within the consumer brand relationship.
Social media “can improve a brand’s reputation by quickly turning negative
events into positive ones.” (HBS Working Knowledge et al., 2014). Linking back
to the perceived need for a product, as with the ‘Torches of Freedom’ campaign.
Companies are monitoring social media and quickly addressing complaints and
turning them into positive promoting, which has become an asset to branding
strategies.
Brands are
becoming vulnerable, they think that they know best in every situation, they
try to predict what the customer wants. How can something keep up with the
unpredictable consumer who didn’t like one thing last week but today loves it.
“Customers can be loyal, fickle, slaves to fashion, creators of trends or all
of these simultaneously or serially.” (Olins, 2005, p.220_). Because of the
conflicting views consumers have it is also extremely hard for a brand to
satisfy both. Independent stores go out of business because they are more
expensive and stock less which leads the consumer to blame big corporations.
But is the consumer really to blame for the way in which companies brand
themselves? If they try to be good, overheads increase leading to higher prices
which consumers are unlikely to accept. Brands aren’t as powerful as they look,
as they have such a challenge of navigating through the problems and contradictions
consumers create.
This brings
forth the question that if companies told the truth would there be a shift in
power towards the consumer? If brands tell the truth of the problem consumers
will have a more informed decision whether to stick with that brand. The
reluctance to say the truth is what has an impact on sales, so this would be
mutually beneficial, but ultimately keeping the power with the consumers. The
problem is “Companies will embrace social responsibility when it is in their
long-term financial interest to do so.” (Olins, 2005, p.230). This indicates
the consumer can take that power but most of the time we chose not to. As soon
as brands and the companies behind them stop profiting off consumers, they will
immediately change so that they do.
Although it is
clear through some of the techniques that branding uses that they do try to
manipulate consumers, In the end, the brand will do what the consumer wants. It
is evident from all the research and feedback brands do before they launch a
new product, that things need to be more considered. This however will only
happen when the consumer decides to take more control of the situation. If the
consumer works with the brand providing this feedback, more consumer focused
products will be produced. Companies have been changing their ways to improve
their relationship with consumers, such as shutting down sweatshops and
controlling their impact on the environment, but these are very small steps and
this has happened when it has had an impact on the company and their cash flow
has been affected. It is very clear that there is a power struggle and a
constant battle, identifying where and how changes can be made is crucial for
consumers to have more of a voice and impact. Branding is important and if
companies chose to work with the consumer rather than to manipulate, the world
would truly benefit. Generally, people do like brands because it gives them
status and seems to make life easier and more appealing. There needs to be a
balance where the brand helps the consumer and the consumer helps the brand.
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