DISCUSS HOW PRODUCTS HAVE BECOME SUCCESSFUL THROUGH THE TECHNIQUES AND MANIPULATION OF BRANDING
Essay Outlines;
- I will be exploring the power of the brand; how today people buy into brands rather than products and for a product to be successful the brand needs to be strong
- I will talk about how companies today have manipulated the 'trust' customers have in brands, and exploited new brands to make people believe they are buying something they are not.
- I will look at how companies have use the obsessions of the Western World to their advantage in order to create brands that sell.
- I will explore the writings of Barthe and Fiske and relate them to my two ch
- I will explore a Vitamine waters; a drink brand that was created by Coca Cola and how the name of the product has exploited people trust and it has been marketed as a 'healthy' product, knowing customers will buy it.
- I will look at Innocent Smoothies; a company that sells pure, good, honest healthy drinks and how their brand is what it says; innocent. I will look at how this brand has become a success without exploiting people trust and manipulating them.
Resources;
Olins, W (2003) On Brand London: Thames & Hudson
Riezebos, R (2003) Brand Management: A Theoretical and Practical Approach England: Pearson Education Limited
Klein, N No Logo (2009) Picador
http://www.vitaminwater.co.uk/
http://innocentdrinks.co.uk/
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