I created my original essay structure in my second COP tutorial and has been the entire core for my writing. It is this that I continue to go back to again and again to stay on track, however, over time and with writing this has changed and here is the new structure.
Introduction
Chapter 1
- What is a brand?Answer the question of what is a brand/branding.
- Brand ArchitectureExplain the aspect of brand architecture and which apply to the topic
(Corporate/monolithic) - Brand TangibilityAdditional structures used to manifest the brand.
Supermarkets As Brands
- What is a Brand?
Looking at Aaker and Joachimsthaler Brand Relationship Spectrum paper. - Brand Architecture
Explain the theory of brand architecture as proposed by Aaker and Joachimsthaler
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.
Brand Strategies
- Brand Positioning
Look at brand positioning and how they maintain it successfully and in turn, how they benefit. - Brand Strategies
What is a brand strategy how they relates to supermarkets own plans and structure. - Different Brand Strategies
Focus on specific strategies used to seduce customers to invest into their own-brand ranges. Through research, a few examples of these are:
Collaboration
Sales
Advertising (TV/print) - Me-too Brands
What is a me-too brand? The reasons surrounding the rise of me-too brands used by supermarkets as a cheaper alternative to leading brands. - Own/Label Brand
From a me-too brand to a own brand. How they have evolved and why they have become so popular, and whether of not they will continue to grow in popularity.
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
Visual Elements
- Packaging as a Tool
How the importance of packaging relates to the success of of own-brand ranges and/or labels - Case Study
Analyse an existing packaging of an own-label within a specific supermarket 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?
Customer Loyalty
- Customer Loyalty
What is customer loyalty and how is it maintained, referring to outside examples of successful loyalty schemes. The concept of customer loyalty and how it is used by supermarkets to increase awareness of their brands. - Lifestyle Brands
What do our choices say about us? Focus on how supermarkets interact with the class system
Conclusion
These changes are very helpful, and more specific, clear and more in topic with own-brans and how they are encouraged in all areas of brand management.
