1. An investigation into how brand identity is linked to, or
created by, a company’s advertisements

2. Overview
• Importance of Branding
• The “Wish” Brand
• Event 1: Media Showing “Paradise Frontier”
• Event 2: V.I.P Shopping
• PRIA Code of Ethics
• Location of Print Advertisements
• Selecting the “Face of Wish”

3. Importance of Branding
“A product is something that is made in a factory; a
brand is something that is bought by a customer. A
product can be copied by a competitor; a brand is
unique”
(Stephen King, WPP London group)
Brand
Identity
Brand Image Brand Values
Brand Message

4. Background on Wish
Brand Values:
-Quality on all levels
-Exclusive Prints
USP:
-Designer quality at a
high-street prices
Target Demographic:
-Females (15-25 y.o.)
-Clever
-Well travelled
-A true love of fashion
“Exclusive but
Accessible”

5. Event 1: “Paradise Frontier” Media Showing
Venue: Shangri-la Hotel
Exclusive
Elegant
Convenient Location
Aligns with Wish brand identity “Exclusive and Accessible”

7. QuickTime™ and a
decompressor
are needed to see this picture.
QuickTime™ and a
decompressor
are needed to see this picture.

8. Event 2: V.I.P Shopping Night
Venue: Wish show rooms
•Editors and Stylists get 2 free items
from the campaign
•Teamed up with OPI nails
•Appropriate brand association
•Promotional Event

9. QuickTime™ and a
decompressor
are needed to see this picture.

10. QuickTime™ and a
decompressor
are needed to see this picture.

11. Code of Ethics
PRIA Code of Ethics No. 4: Confidentiality Code
Campaign:
•Need to know basis
•Location and photographer
kept private
•Only one image released
prior
to campaign
•Danger of diluting the
brand

12. Location of Print Advertisements
QuickTime™ and a
decompressor
are needed to see this picture.

13. The “Face of Wish”
Selection Process:
•Model is a major focus of Wish campaigns
•Research “up and coming models”
•Take note of past campaigns and shows
•Congruency between the brand and the model can
increase the effectiveness of the advertisement

14. Kate King
Age: 19
Nationality: Canadian
Agencies: Storm (London), Elite (Paris, Barcelona, Copenhagen), Ford (NY, mother agency)
Shows: Rodarte (S/S13), Carolina Herrera (S/S13), Tory Burch (S/S13),Herve Leger (S/S13)
Campaigns: Tory Burch, Chloe (S/S 12), Topshop (F/W11)

15. Katryn Kruger
Age: 17
Nationality: South African
Agencies: IMG Paris, IMG New York, IMG London, Uno Models
(Barcelona)
Shows: Marc by Marc Jacobs (S/S 13), DVF (S/S 13), Louis Vuitton (F/W
12), Valentino (F/W 12), Chloe (F/W 12)
Campaigns: Oscar de la Renta (F/W 12), Prada (S/S 12), Coach (F/W 12)

16. The “Face of Wish”
• Relatable models
• Exclusive to Wish
• Lean towards using International models
• “Exclusive and Accessible”

17. Conclusion
•Meticulous in ensuring all aspects of their advertising
represent their brand identity
•The model selected needs to also align with the company’s
brand image
•A successful brand will only advertise with publications
that align with the brand identity
•Confidentiality is difficult to control

18. References
• Aaker, D. A. 1991. Managing Brand Equity, Capitalizing on the
value of a brand name. Simon & Schuster Inc. New York 10020.
• Till, B. D. and Busler, M. (1998) Matching products with endorsers:
attractiveness versus expertise, Journal of Consumer Marketing, Vol.
15, No. 6.
• Wheeler, A. 2012. Designing Brand Identity: An essential guide for
the whole branding team, John Wiley & Sons.