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The Importance of a Label

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by

Abbey Currence

on 23 October 2013

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Transcript of The Importance of a Label

The Importance of a Label:
The character development of the heroine and her path to success in the Hunger Games by Suzanne Collins, parallels that of a successful marketing strategy.

Point

Label
Advertising

Value


Sustainability
Adaptability

"Girl on Fire“
Recognition

Shock Factor (arrows)
Respect

Experience Sustainable and Effective
Flexible

In Hunger Games vs. Real Life

Label Created
Katniss... "The Girl on Fire”

Respect
Shock Value

Sustainability= "involving methods that do not completely use up or destroy natural resources / able to last or continue for a long time"

http://www.merriam-webster.com/dictionary/sustainable

Experience makes her Sustainable

Katniss Everdeen... "The Girl on Fire"

Brand Image and Connotations
Recognition
Competition
Tough
Threat
District-wide
Attention
Value
Distinction
(Stands out from Competition)

Higher Score
Unexpected
Took special notice of her afterward
More supporters
Flexibility (Short-Term)
Adaptability (Long-Term)
An “Edge”
Respect
Value
Attention
Distinction/ Well-Known
Traps
Shooting
Climbing
How to survive
Adaptability
Quick decisions
Experience Allows for Flexibility
Patience and Hunting Habits
Knowledge of Herbs and Berries
An "Edge"
Cinna's Inspiration
Introduction to the World
Officially made her "label" during the pre-Games Interviews
Dangerous
Fearless
Brand Image and Connotation
(In the first book)
Bold
Competition
Strength
Resources/Sponsors
Fiery destruction/ Intimidation factor
Recognition
"THAT’s the girl on fire"
Rue's Burial
Becomes a Favorite
Supplies in Games
"You'll be living up in some tree eating raw squirrels and picking off people with arrows." -Petta Mellark (Collins 90)
"The bow and arrow is my weapon. But I've spent a fair amount of time throwing knives as well. "
-Katniss Everdeen (Collins 57)
Trackerjackers
Questioning Motives
Knows How to be Hungry
"Thank you for your consideration"
-Katniss Everdeen (Collins 102)

District 11a
A look at the creation, success, and importance of Katniss Everdeen's Personal Brand/Label through the lens of Marketing Concepts.
Acknowledgement of skills and passion
Unpredictable
Entertainment
Keeping her "Name" known
Shock Advertizing
Nightlock Berries
When to "strike"
(Opposed to Career Tributes)
Eliminates Career's food sources as a result
Later: Mockingjay
Katniss' brand/label was created during the Introducton of the Tributes as her costume required her to be 'on fire'. Her label was later solidified when she had a separate costume catch flame.
"The Girl on Fire" was Katniss Everdeen's personal brand/label. With this label, she was able to attach certain connotations to her name, draw more support from the audience, and take make herself recognized as 'competition' by the her opponents.
In marketing, Shock Advertizing is sometimes used to bring attention to a company or product in a somewhat risky way. Shooting an arrow at a group of people is a good example of this. It would generate a lot of attention, give her value and respect, and distinguish her from her competition.
Because Katniss grew up in the Seam, she has a plethora of experiences that she could use in the Games. She was used to conserving her resources, hunting, and living in unfavorable conditions. Her experience with being sustainable, gave her an 'edge' over her competition and, along with her brand, helped her survive.
Road Map
The brand that is Katniss Everdeen
How she maintained her brand
What she did 'under' her brand in order to physically survive
"The Girl on Fire" label allowed for Katniss to be associated with fire.
Using risky tactics, such as shooting an arrow at the Gamemakers, can help a label earn respect. They are forced to acknowledge her abilities and her gumption and it is reflected in the award of a very high score.
She created value for herself by showing that she is unexpected and unpredictable. This value allows her to keep her life after the 'arrow' stunt as they felt that she would be more VALUABLE alive and in the games, than dead as an example.
Many companies pay to keep their brands in the news; Katniss shot an arrow and was on fire.
Because she has experience with hunting and being sustainable, she is able to make short-term decisions that reflect her flexibility in intense situations.
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