Branding [The Struggle for Meaning: A Semiotic Analysis of Interpretations of the Lovelife His&Hers Billboard Campaign]

de Chernatony and Mc Donald (1992, p.18) define a brand as an identifiable product, service, person or place with which the the buyer or user perceives unique added values matching their needs most closely. While the marketer instigates the branding process. The mental evaluation that the purchaser or user gives to the brand determines the final form that the brand takes.

While the functional capabilities of a brand is important, brands enable the consumer or user to communicate something about themselves. Brands as a symbol enable people to interpret images, feelings and stereotypes. The symbolic values of brands enables people to interpret and understand their environment. However, symbols acquire their meaning in a cultural context which needs to be appreciated in understanding the encoding and decoding process. As a communication device, brands must be highly visible, used by a group of people that have a distinguishable characteristic which facilitates recognition of a particular stereotype. Advertising is crucial in reinforcing the covert message displayed by the brand (deChernatony & McDonald, 1992, pp137-144).

Research undertaken by Outdoor Network Australia (pp. 7-10) indicates that where a brand icon is used on a billboard it can significantly increase an advertisements memorability by up to 40% compared to those not using a brand icon. However, this can only be achieved if there is a high degree of brand awareness or if the creative execution of the message enables the reader to place the brand within a given context.

LoveLife's branding strategy recognises the high degree of brand awareness, association and loyalty amongst young South Africans. David Harrison explains that loveLife aims to “create a brand so strong that young people who want to be hip and cool and the rest of it want to associate with it. That is the first step, unless you have got that level of identification...that level of association...you are not going to be able to start conveying messages to young people”.

“LoveLife positions itself as an aspirational brand for young people as there is a direct correlation between young peoples sexual behaviour and their sense of confidence in the future. Those young people who feel motivated who feel that they have something to look forward to they are the ones who protect themselves, who ensure that they do not get HIV/AIDS. It's all about the social discount rates that young people apply to future benefits.

So our whole essence is ...constantly trying to make the link between what you do today and the future”. [10]

Through combining the words love and life the brand aims to project an image which is positive towards life and love.[11]

[10] Interview with David Harrison, Chief Executive Officer: loveLife, July 2001

[11] Interview with Judie Nwokedi, Media Manager: loveLife, July 2001