Activity 3 Brand power

Conduct a short survey of 20 young people about their attitudes to brands.
Construct your survey using Answer Garden.

Ask them these questions:

  • If you want to buy board shorts, what brand would you buy?
  • Why is this your brand of choice?

In pairs explore the homepage for the Billabong brand and answer the following questions:

  • What’s your first impression of the website? Make a list of six words or phrases to describe what you see and how it makes you feel.
  • Write down all the features of the homepage that you can see, eg animation.
  • What activities are the young people engaged in?
  • What story about Billabong do these things tell you?
  • Who do you think is the main target audience for this website? Give examples to support your response.

Which of the following advertising techniques are being used on the Billabong homepage? Click on the technique if you need an explanation.

Techniques

  • Expert opinion
  • Evidence
  • Emotional appeal
  • Compelling offers
  • Association
  • Must-have
  • Fear
  • Testimonials and endorsements
  • Claim

In fact, on this homepage Billabong products are not emphasised. The focus is on the brand and all the benefits of the brand.
In your own words, explain what the message is on the Billabong homepage, and how it is conveyed.