OUGD401 The greatest TED Talk ever sold - Morgan Spurlock

OUGD401 The [brand] connected consumer: Tiffany White at TEDxUIUC

OUGD401 Essay Plan pt 2

From talking with simon and looking at my current essay plan
I do not need to make my essay directly about food branding
focusing it on just consumerism and branding will be easier
for me to focus with I have re written my essay plan to follow.

Detailed plan

 Consumerism/Brand essay(notes)

• Consumerism is a global phenomenon 
• We are all consumers. Unconsciously and consciously 
• Products are marketed and aimed at us constantly creating a want.
• Commodity fetishism - We buy things because we want them not

not because we need them, The idea that products/bands identify us -
the consumer self.

• Is consumerism a major problem? or is it what modern day society

release on, such as jobs and careers etc.

• What is consumerism?
• Effects of consumerism
• Consumerism and branding its associations, logo, identity, advertising

PR and tag lines and how this effects consumerism and wether it is successful
branding.

• The consumer identity 
• Conclusion/Summary of my essay.

OUGD401 Research into branding

Source:
http://www.designcouncil.org.uk/news-opinion/power-branding


"What do we mean by the word brand?

The words brand and branding are thrown around liberally by all 

sorts of people in different contexts and with different meanings 

in mind, so it may help to start by asking: what exactly is a brand?

The simplest answer is that a brand is a set of associations that a 

person (or group of people) makes with a company, product, 

service, individual or organisation.

These associations may be intentional – that is, they may be actively 

promoted via marketing and corporate identity, for example – or 

they may be outside the company’s control. For example, a poor 

press review for a new product might harm the product manufacturer’s 

overall brand by placing negative associations in people’s minds.

To illustrate the idea, let’s take what is arguably the best-known 

product – or brand – in the world: Coca-Cola.

Although essentially just a soft drinks product, Coca-Cola the 

drink is eclipsed by the sheer might of Coca-Cola the brand. 

This phenomenon is best summed up by the following quote 

from a Coca-Cola executive:

If Coca-Cola were to lose all of its production-related assets in a disaster, 

the company would survive. By contrast, if all consumers were to 

have a sudden lapse of memory and forget everything related to 

Coca-Cola, the company would go out of business.

- Coca-Cola Executive".

In conclusion to this what they are saying is that as consumers we 

decide what is a good brand - we make or break a company, we 

chose to remember what we want to acknowledge thus having 

direct impact on a brands success.

OUGD401 Essay Plan

My essay Question: Whats the relatiosnship between branding 

and the consumer self?

•  An Introduction into consumerism 

- Basic introduction what it is?

"what is consumerism?"

• The effects of consumerism

"why do we need it, do we need it? is it successful?" 

• Consumerism and branding

"The relationship between good branding and the selling of a product."

- What is successful branding?

• Food Branding

- The relationship between food branding and consumers

• Conclusion