OUGD601 - Context of Practice 3 question and plan

Do we wear a brand or does the brand wear us?

Introduction

What is this essay about?

What will I be looking into?

What will I found out?

What will I use to find out the answer? (Methodology)

1 Brand identity

‘ how the business wants to be procevide by the customers. The components of the brand (name/logo/tone/ typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers’

What is it? (The main elements)  logo, colour etc

Branding, why does it matter and not matter?

How it affects the consumer?

Looking into a brands identity (Supreme and Apple)

Maybe look at two different brands with differing styles. i.e.) Apple has simple and clean branding and another band that is the opposite.

2 Brand image

The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience.

How do brands create their image? And how do they want their consumers to see them?

Does a bad brand image affect the brand?

Brand equality what is it? How does it help brand image? 

How does their image help them select their target audience?

Look at (Abercrombie and Fitch and Apple or Supreme) images

3 Brand Psychology

What is brand psychology? (Main elements) where do you see it happing in brands?

And how it affects the consumer?

Why do they need a certain product or brand? Becoming obsessed or a brand fan 

othering? What is it? othering in brands?

Brand strategies?

Brand psychology theories

Maslow’s Hierarchy of Need http://www.simplypsychology.org/maslow.html

Aristotle’s Seven Causes of Human Action http://changingminds.org/explanations/motivation/seven_causes.htm

The Psychology of Belonging: Why People Become Brand Fans

Website http://www.marketingprofs.com/opinions/2014/25403/the-psychology-of-belonging-why-people-become-brand-fans

Look at (Apple or Supreme) brand psychology and othering

4 subcultures/trends

Look at subcultures in fashion? What is a subculture?  

How does this help the brand?

How does this create need and desirer for the consumers? And what are the strategies?

Celebrity brands/merchandise 

Look at (Supreme and Kanye West) subculture and trend (limited brand/resale)  

In each section there has to be an argument for and against the question ‘does the brand wear us or do we wear the band’. Although each section can sway to either outcome an assessment of each needs to be carried out. Each section will look into a minimum of 2 brands.

5 Conclusions

Summarising

Concluding what I have found out?

Answer the question?