I made a few notes to touch on while presenting the work I had so far:
- Looking into brands and quality within the retail sector.
- Looking into supermarket packaging: own brand VS. high end
- In terms of brand theory I would like to answer simple questions like 'its uses' 'its reasons' etc. (consistency, quality, lifestyle choice)
- So far my focus has been branding as a whole, rather than specific areas. Focusing on gathering information about branding theory as Richard suggests. My first 2000 words should be on brand theory alone.
- Would like to figure out chapters to help me understand what direction I will be heading in.
- I'm finding Wally Olins easy to ready. Also, halfway through Brandwatching which is already being very helpful.
Case Study
Unsure about how case studies should be done and what they will consist of. Blind tests have been suggested.
Practical Element
Final product looks like it would be packaging. Whether that be re-branding a poorly designed own-brand or creating a satirical high end.
Questions
I still do not know what I want my central argument to be. The arguments/question I could ask, I know the answers to, and therefore would not be a accurate exploration. Would like to answer something I have to discover through research.
- The effect high end and packaging has on its customers?
- The importance of packaging in supermarkets?
- What makes leading brands more successful and is it a direct result of packaging?
