- Visual Study: One particular supermarket and its packaging/branding. Look into visual connections between type and image. (language, image, colours, layout, physical packaging quality)
I also jotted down a more specific question idea, to run through with Amber. At this stage I'm still worried about not having one set.
- Question Ideas: What tactics are used to influence customers within the design of me-too brands?
Also wanted to address the question of although I'm acknowledging more than one supermarket in terms of architecture and strategy, whether to focus on only one supermarkets brand range in the packaging section.
- One Supermarket's own: own brand basics VS. own high end
I want some part within the essay to address the topics of:
- Customer perception, Customer loyalty, Lifestyle involved, Quality perception
Additionally, now that I've finished reading Brand watching, I found quite a bit on 'me-too' brands which fits the own-brand subject very well. My questions surrounding this is how and why do me-too brands succeed. Is it through the physicals like packaging or behind the scenes work like marketing strategies.
- Me-too brands within supermarkets: How/why do me-too brands succeed? Packaging/ Marketing strategy
- Design of me-too brands: the effect that high end packaging has on customers/The importance of packaging in supermarkets.
Amber's Comments
- Chapter One - Brand Theory
- What truths do brands want to sell?
- Select a supermarket's own brand to analyse
- Brand within the brand - Essentials/Finest?
- "Luxury" language/image/colour/'design'
- Physical packaging & Lifestyle
- 'Othering' Theory
We decided that the first chapter should lay down the foundations, focusing solely on brand theory. So in that area, I have clarity.
We alsoTalked about looking into the supermarkets tiered own brands, exploring supermarket own-brand development over the past years. Again what is a luxury brand and how is it shown with type image & colour through the medium of packaging?
Amber also suggested to look into 'othering' theory when wanting to address the consumer element of my essay.
Additional Notes
We also asked the question of whether of not other sectors exhibited the same behaviour in terms of owning more that one brand with specific positioning.
Book Suggested: Stop Counting Sheep - Erik Speakerman
