Branding

Avril Lavigne is a singer/songwriter from Ontario, Canada within the pop rock and pop punk genre. 

How has the 'Avril Lavigne' brand been developed? 

• By looking at the range of images above, we can see that she has been branded to match her genre, for example the skull and crossbones and splashes of pink in many of the images. This gives the element of rock, but also shows that it's lighthearted and perhaps shows that her target audience are most likely to be female. However, due to her looks and talent, she attracts both genders, but mainly from younger generations, around 14 - 24 year olds. 

• Avril's style also represents her music genre, for example having stereotypical girly blonde hair and wearing quite feminine clothing, for example the pink dress in the top right of the image. But with this she still keeps an element of punk in her dress, for example the studded belt and fish nets with the pink dress, as well as the pink streak in her hair. 

• On her older albums like 'Under My Skin' which is shown in the center bottom of the image, Avril has a much more gothic/tomboy look, but as she adapted to her target audience and matched her new and lighter sound on the album 'The Best Damn Thing' she brought in the splashes of pink but still mixed with punk features. 

• Her merchandise also has elements of pop and punk due to the skull mixed with pink, or on a more feminine style top. The fact that Avril's picture is not on the merchandise, shows that she can be recognized easily by just her name and logo shown on the tops.