After more reading I finally began to find a structure from reading and understanding more about the framework of my topic - supermarket branding strategy. Each smaller section within these chapters will not need to be extensive, but just enough to cover said topic correctly without becoming messy and unorganised.
This was the main element for conversation of my second COP tutorial.
EDIT: Here I established a colour system for organising sources. I work a lot with colour in terms of recognising and organising (my blogs as an example). I’ve found differentiating quotes etc. too hard at this point so have decided on this tool to aid the research and writing process.
Chapter 1
This was the main element for conversation of my second COP tutorial.
EDIT: Here I established a colour system for organising sources. I work a lot with colour in terms of recognising and organising (my blogs as an example). I’ve found differentiating quotes etc. too hard at this point so have decided on this tool to aid the research and writing process.
Chapter 1
- What is a brand?
Answer the question of what is a brand/branding. - Brand Architecture
Explain the aspect of brand architecture and which apply to the topic (Corporate/monolithic) - Brand Tangibility
Additional structures used to manifest the brand.
Product - What the organization makes and sells.
Environment - The physical environment of the brand how it lays out its stall.
Communication - How it tells people, every audience, about itself and what it's doing.
Behaviour - How its people behave to each other and the world outside.
Chapter 2
- Brand Positioning
Look into how supermarkets position themselves in the market. Compare and contrast to other brands using examples. - Supermarket Brand strategy
The strategies employed by supermarkets to ensure consistent satisfaction of their customers. - Me-too brands
What is a me-too brand? The rise of me-too brands used by supermarkets as a cheaper alternative to leading brands.
Chapter 3
- Visual Elements
What graphical elements are used in the packaging elements of a supermarket's brand? - Dissection of specific brand range
Analyse an existing packaging to show their effectiveness
Chapter 4
- 'Othering' Theory
What is 'othering' theory and how is it relevant to the strategies of supermarket? - Lifestyle Choices & Customer Loyalty
What is customer loyalty and how is it maintained? What do brands say about us as people? What do we want to convey through our shopping choices?
I feel as though this structure is still completely open to change. However, since writing all this out I feel a lot more confident in terms of my content.
