Kanye West has created an iconic brand image. The idea of this is that when people see this image they will recognise it to be associated with Kanye and his music. Kanye’s image has helped him to stardom, not just his music.
He has links with other types of media, he does concerts and has been known for his outbursts during award shows, which has also assisted his brand image. Kanye West uses connotation in the sense of acting cool to reach out directly to his target audience.
Kanye West tends to wear sun glasses in all his videos and even when seen in public, this shows a form of connotation as he is acting cool and this relates to his fans.
Cross media convergences have been used by Kanye West as he has featured in video games and some movies. The idea of Kanye constantly being in the spot light makes more people listen to and buy his music.
West's mascot and trademark is "Dropout Bear," a teddy bear which has appeared on the covers of three of his five albums as well as various single covers and music videos.