Essay Plan
Introduction
A brief introduction to branding developing to explain the basis of the consumer – brand relationship. Throughout explaining key and technical terms.
Introducing the title questions and the specific argument I intend to put forward. At present the questions are ‘how and why consumers form emotional and personal attachments to certain brands? What are the implications of such attachments?’ although this is likely to change as further research is undertaken and new aspects of the topic become apparent.
Main body of text: approximately 5200 words
Chapter one: How has consumer behaviour changed in recent years?
This chapter will start by providing a detailed summary of the way consumers buying behaviour has changed from past to present. This should highlight factors which have influenced changes in buyer behaviour for example any major changes in the economy that could have had an effect on the consumption of certain brands or products/services. This will conclude with an analysis of consumer behaviour in this day and age and how brands have influenced this change i.e. brands forging emotional connections with consumers to influence the way we buy.
Chapter two: What drives consumers to form these emotional attachments to brands?
This chapter will highlight the different forms of emotional attachment that can exist between brand and consumer. Why do consumers become attached to particular brands? In order to this I will use examples of where branding has been successful and not so successful in creating this consumer bond.
Chapter three: What do brands mean to certain consumers?
This can be aided by the use of market research surveys. This will hopefully highlight what consumers expect to achieve from buying into a brand, for example Nike is seen by younger consumers as hip and trendy, but does it portray this same brand image to someone of an older generation. Brand Sense uses the example of a man with a Gucci tattoo.[1] This highlights the way in which brands gain mindshare in the same way as a religion or football team, almost like a cult.
Chapter four: What tactics are used to enhance a brand image?
This chapter aims to discuss the various tactics that a brand employs to make you think the way it does, these qualities may only exist within the consumers mind. For example the use of celebrities that convey the same image as the one created by the brand. I also want to discuss the use of triggering different sensory channels, such as taste and smell, to try and influence consumer choice.
Chapter five: Once a brand image is placed in a consumers mind does it become hard to erase or change this?
Brands will often need to re-invent themselves in order to stay with the times. Does this become impossible to do so once the brand is well established? Some brands such as coke cola have managed this successfully and as a consequence are still around today. What have these brands done differently from others which have not succeeded the test of time?
Conclusion
A summary of the questions asked and the proposed arguments, along with the main research points.
A brief evaluation of the spread and scope of research undertaken, and hence the validity of the argument.
[1] Lindstorm, Martin, Brand sense: how to build powerful brands through touch, taste, smell, sight & sound, London : Kogan Page. 2005, p.xi.
Credit:ivythesis.typepad.com
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