“What is the relationship between branding and The Consumer Self?”.
Which Academic Sources will you reference?:
- Ways of Seeing (1972), Episode 4, Written by John Berger, Producer Mike Dibb, UK. 30-Minute films.
- Century of the Self. (2002) Directed by Adam Curtis, BBC4. 15th March - 7th April
- Miller, J and Muir, D. (2004) The Business of Brands, Chichester: John Wiley & Sons Ltd.
- Olins, W. (2003) Wally Olins On Brand, New York: Thames & Hudson
- Alexander, J. (2010) The problem isn't consumption - it's Consumerism In: Firth, A. ed. (2011) Issues: Consumerism and Ethics Volume 207, Cambridge, Independence.
What Graphic Design will you analyse?
- Volkswagen Polo: "X-RAY" Print Ad by DDB Helsinki - Answering the need for more space. (December 2003)
- VW BlueMotion Polo - answering consumer demands for more environmentally friendly products. (January 2008)
Essay Map:
Thesis:
Branding has revolutionised and expanded greatly since the 1950’s, it appeals to a way of life the consumer aspires to, or thinks that they aspire to but have not yet achieved. The relationship between branding and the consumer is a constant power play of the unpredictable needs of the consumer and the problems and contradictions that holds for the brand to solve.
Why?
The reader may understand the constant struggle a brand has to do the right thing. If we allow brands to act the way they do, then they will. We have the power to change it but we have to accept that, that change will have its implications and are we willing to deal with them.
To be convinced by my claim, the first thing a reader needs to know is….
Vulnerability of brands is increasing – unpredictable customers and increasing consumer strength.
Thesis:
Branding has revolutionised and expanded greatly since the 1950’s, it appeals to a way of life the consumer aspires to, or thinks that they aspire to but have not yet achieved. The relationship between branding and the consumer is a constant power play of the unpredictable needs of the consumer and the problems and contradictions that holds for the brand to solve.
Why?
The reader may understand the constant struggle a brand has to do the right thing. If we allow brands to act the way they do, then they will. We have the power to change it but we have to accept that, that change will have its implications and are we willing to deal with them.
To be convinced by my claim, the first thing a reader needs to know is….
- What is a brand. This will help the reader understand what it actually is creating a better understanding of the relationship.
- The strategy branding has – our hopes and dreams. How this creates value and the impact it has within a business and on consumers.
- Why it works – because the consumer self is selfish, only wants to satisfy individual needs.
- Brands create and emotional bond between the consumer – loyalty, satisfaction, trust, protection. Strong role this has.
- The strong belief that we the consumer actually have a lot of control over brands as they are competing to satisfy us, we don’t have to buy what there selling.
- Anti-globalist views on how brands can be like a weapon that create more problems for the world like waste and declining resources.
- The way in which branding is used can be bad and for what purpose.
- Branding does a lot for the consumer, it gives them the sense of wealth, sparks jealousy and admiration. But, is is manipulating people into thinking they NEED it to be accepted into society rather than something they WANT.
- Highlight again that we are in control – people’s views change constantly; brands have to keep up with that to remain on top.
- Brands can be symbolic – Is this a good thing though? Could make you feel connected to the rest of the world or shows the influence of capitalist’s propaganda.
- Conflicting argument – brands only care about making money they don’t care how – this is true but consumers do have the power to change that.
Vulnerability of brands is increasing – unpredictable customers and increasing consumer strength.
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