COP Discussion: Pre Presentation

I wanted to have a brief discussion with Amber before the presentation just to clarify my direction. Looking back to my positioning presentation  a few weeks ago, I had a vague idea, looking into the idea of brand quality and whether or not it is real, or merely a belief system, born from customer loyalty. The most comfortable area to write about this was retail, but i soon came to the realisation that it is an area I know almost nothing about. In terms of retail, i personally don't wear brands, not have any customer loyalties in that area: It wasn't something I felt I understood enough.

Additionally, after reading I couldn't find much on only this topic. I found quotes on much broader aspects of brand theory (which is great) but in terms of specific quality perception there wasn't much. I went into panic mode and just wanted to sit down and maybe take my question into a new direction.


Notes:
My worry was that 'Branding' as a whole is too broad.Amber suggested food packaging. The market was specific but had enough content within it for me to explore. I liked this idea.

• Question
  Too broad (Pick something specific)
  Food Packaging? (Branding)

We also discussed other potential markets that have interesting strategies and branding levels.

• Suggestions 
  Water packaging
  Fragrances

Comparing the packaging of basics products to that of higher end products. How do they work? Why do they work.

• Phycological affect of food packaging
  Basics range
  Basics range (M&S)
  Waitrose and M&S

What other areas employ this strategy of tiered products? How can I compare and contrast them?

• Thoughts to consider-
  Is this unique to only food packaging? (plain/regular/high-end)
  Supermarket: (basic/chosen by you/ taste the difference/leading brand)

Perhaps look into the phycology of high end packaging on it's own, relate it to leading brands and how they win/stay in the competition with supermarket house brands. What is more powerful packaging or price?

• Additional Things
  Greenwashing
  High end packaging

After this I did have a clearer direction, that being supermarkets/brands/packaging. Partly, it was helpful, but partly I became more confusing, thinking about just a vast area and how to narrow that down. I have no ideas for chapters yet, nor structure, which worries me. All I want to do for now is read more on this new specific topic. Hopefully structure will develop itself from more information/research.
The main things that have come out of this are as follows:

• What is my question?
• How does basics packaging differ from high-end packaging?
• What other areas employ the same strategies as supermarket branding tier system? (compare & contrast)
• What is more effective to customers, packaging or price?