The Band as a Brand

Joy Division unfortunately weren't around long enough to be defined as a "brand" but that doesn't mean they weren't iconic. There are certain patterns in their imagery and look which we see repeated throughout all their work and subsequent releases.
They were around at a time where national and international exposure was hard to get, especially on an indie label. Bands like Joy Division relied on their live performances to spread word of mouth, and if they were lucky they might get one appearance on television or in a magazine. Joy Division were one of those bands that forced their way on to the scene through their brash attitude and great following. They toured Europe briefly and were going to tour America until Curtis' suicide.
   Many bands nowadays rely on getting money through merchandise. Female pop singer's now release perfumes not CD's, and metal bands now sue people who try distribute their music to a wider audience. Joy Division never had that oppurtunity and Factory Records were renowned for being unreliable backers. The fact that Joy Division never joined a major even after being offered the chance, shows that they felt a connection with Factory that was more important than money.

 They still have key characteristics visually. Black and white have become the defining colours (well lack of) for the band. Likewise a lot of their iconic appeal is in their music; Curtis' haunting vocals, Hook's bass melodies, Sumner's distorted guitars, Morris' intuitive drumming, gloomy Manchester, chain smoking, and grey overcoats = the Joy Division brand.