Research - Brand Identity [Part 2]

With Christina Aguilera as our chosen artist, we now have to look into what kind of a brand we wish to create for her. With her already being a signed artist, people are paid to create this brand, so Naomi and I plan to create something very different - relating to our video, but still trying to be quite loyal to her initial brand and style of music.

For this reason, we have chosen to do some research into acts of a similar style and genre as Christina.

Britney Spears
Britney Spears is an artist that sums up a generation - having been a teen sensation, she hit the rails, fame got to her, and now she's back on track and preparing for another album release early next year. She has grown up, as have her target audience, and she has continually aimed at the same group of people who bought her first album, so her brand has changed too. In her first album, she was a 16 year-old, naive schoolgirl who loved music. In further releases, she got more raunchy, and this came across in album covers, photo shoots and promotional materials. In her 'Circus' album cover, she went back to being the pretty girl from the first albums, but with the current dance music she is creating. She has also released fragrances, and her poster for that also shows her as a very innocent young woman. The website is very simple - pink, which shows she is still in touch with her younger fans, but also promoting as much as it can in very little space.

Britney has managed to change her brand several times, but has kept everything in check along the way.