Chapter outlining - First tutorial

The tutorial with Ben helped me to finally focus on a specific theme. What started being "Psychology in branding" turned into "brand strategy and customer choices", but it still was too broad. After talking about my interests in this research, the question was better defined as how relevant are previous forms of research to brand strategy today?. But after going back to my notes and starting to write the first chapter, it was slightly changed to 'How relevant are previous forms of consumer persuasion to brand strategy today?'.

The dissertation will explore the relationship between clients, agencies, audiences and possible third parties and how they have been related in the past and nowadays.

These are the chapters that were outlined:

1) Existing/former ways of persuasion.

- Outdated methods of persuasion. Bernays, E (1928), Ollins, W (2003), Packard, V. (1957)

· Propaganda
· Different ersuasive tactics

- Contemporary methods of branding. Adams, S and Morioka, N (2006), Ries, A and Trout, J (2001), Ollins, W (2003), Jansson-Boyd, C. (2010), Rosenbaum-Elliott et al. (2007)

· Positioning
· Brand management
· Consumer psychology

2) New methods of branding.

- Future of branding. Lusensky, J (2010), Ollins, W (2003), The Futur, Simon Sinek, Chapman, J. (2005)

· CORE
· Lovemarks
· Golden Circle

3) Case studies.

How Apple became the successful company that it is nowadays after almost going to bankruptcy thanks to a succesful brand strategy.

4) Research: what would I remove from / add to these methods or how would I combine them for a better outcome?


Practical work: test out different methodologies of brand strategy across time.