Victoria's Secret

Amidst living in a commodity culture and consumer society where it is filled with mass production of goods and uncountable sectors of brands, not only consumers have to struggle to make choice between different options of brands, but also brands have to constantly find ways to make their name known among competitors and become a household brand that consumers will choose its products over the other. Thus, marketers and advertisers take advantage of the new age of social media to create brand identity, which comprises the characteristics and attributes of the brand that the company wishes to create and maintain (Phillips, McQuarrie, and Griffin 1). Nonetheless, brand identity often encloses ideological values, which is a shared set of values and beliefs to convey the way things are and the way things should be. A brand then is no longer merely selling products, but it is selling the symbolic values that are embedded in the advertising images. When consumers are attracted and convinced by the ideological values of the brand identity, they develop a personal and emotional connection with the brand and therefore desire to buy the products (Sturken and Cartwright 276). This paper will examine and argue Victoria’s Secret, a retailer known for selling …show more content…
Furthermore, studies have shown advertisements with consistent visual elements make strong and brand identity and the brand identity is successful when consumers could recognize the brand without seeing its logo and without reading any texts (Phillips, McQuarrie, and Griffin 4). Since the pattern of the visual elements in the images on Victoria’s Secret’s Instagram is consistently and identically constructed and presented, the brand identity is evident and recognizable to the