Branding spice girls

Branding is the process used when creating a unique name and image for a product in the consumers' mind mainly through advertising campaigns with a consistent theme. The purpose of Pop videos is to promote the artist by marketing their image. Pop videos can help create a brand for some artist and bands as it makes it easier for the public to distinguish one group from the other. It encourages people to buy into the records and into their brand. The Spice girls had their own branding based on their personality and appearance allowing them to create their own merchandise such as dolls and on their own products.

The Spice Girls were formed in the mid 1990's by a family management team. Bob Herbert, Chris Herbert and Lindsey Casbon set out to make a girl band that would potentially become popular in a boy band dominated scene. Heart Management placed an advertisement in The Stage trade magazine for open auditions. After the girls were selected they were noticed by Simon Fuller at a showcase. He became their manager. Each spice girl was branded in their own way: Victoria Beckham became 'Posh Spice', Emma Bunton became 'Baby Spice', Mel C became 'Sporty Spice', Mel B became 'Scary Spice' and Geri Halliwell became 'Ginger Spice'. This massively helped the bands success, as with each member being publicly labelled as different from each other it made them more relatable to the target audience, who was mainly young girls and women.

On 7 July 1996, the Spice Girls released their debut single "Wannabe" in the United Kingdom. In the weeks leading up to the release, the video for "Wannabe". This music video developed their brands even more as you can see in the video. E.g. sporty spice wearing a tracksuit,Posh spice wearing a sleek black dress and baby spice wearing a white gown and her hair in pigtails to portray innocence.