As a group we decided to choose an unknown artist who composed her own songs, our reason for this is that we could think of a completely new music video, we did not have to fall in the trap of comparing our music video to the original. Due to our artist being unknown she has no brand, however we believe the artist Ellie Goulding is similar to our unknown artist, as she is a songwriter and composer, which presents our artist.
Brand Essence - Ellie Goulding is branded as a cute quirky artist with a significantly unique voice. This contrasts with another artist like Rihanna who is branded as a hard and sexual artist. However both artists can achieve the same audiences, for example many people would listen to rihanna at parties, when having fun, whereas Ellie Goulding produces gentle music that is relaxing.
Brand Slogan - Ellie Goulding has no significant logo or slogan, however due to her composing her own music she is associated a lot with her guitar, this represents her as a down to earth girl.
Brand Personality - Many marketers describe Ellie as 'distinctive' and 'unforgettable' this brands her as a different artist in the industry.
Emotional Benefits - Ellie Gouldings music has a positive effect on me as a person, her music is great to listen to on an everyday basis.
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