Essay Proposal.

Title:

To compare and Asses theories on who control the brand: The consumer or the company. Using McDonalds as an example.


Books:

Olins, W (2003). On Brand. London: Thames & Hudson.

Concepts: Ethics within a brand

Applications: Theory can be supported with How brands change their ‘Environment’ to gain consumer respect.


Klein, N (2010). No Logo, London: Fourth Estate.


Concepts: Brands control us by stripping us of our individuality

Application: theories can be backed up with how brands use emotional ties to attract us to their brand.




Favre, J-P (?). Colour and communication, Zurich: ABC editions

Concepts: Ethics within a brand

Applications: Theory can be supported with how brands change their ‘Environment’ to gain consumer respect.


http://www.huffingtonpost.ca/mitch-joel/consumer-brand-marketing_b_1287789.html

Concepts: Consumers control the brand

Applications: Theories can be backed up with McDonalds complying to consumer needs of more organic products.


http://www.businessweek.com/smallbiz/content/nov2007/sb2007118_797874.htm

Concepts: Successful brands target the heart not the mind.

Application: Using the theory, showing how McDonalds uses Emotional ties in order to gain a wide consumer audience.


http://www.theecologist.org/green_green_living/behind_the_label/941743/behind_the_brand_mcdonalds.html

Concepts: McDonalds multi billion dollar change in order to gain Consumer Loyalty

Application: facts and statistics throughout show how much McDonalds have done to keep consumers happy.