Study Task 9 - Project Statement

Na, History of advertising: No 128: Bass Brewery's red triangle, https://www.campaignlive.co.uk/article/history-advertising-no-128-bass-brewerys-red-triangle/1342646, 2015

Na, A Brief History of Branding, https://www.brandingstrategyinsider.com/2016/09/a-brief-history-of-branding.html#.Wt5EoNPwZE8, 2016

Na, History of Branding, 2012, http://www.designtoday.info/brand-new-the-history-of-branding/, 2012

McLeod, S, Psychodynamic Approach, https://www.simplypsychology.org/psychodynamic.html, 2017

NA, http://multimediamarketing.com/mkc/marketingcommunications/

Dudovskiy, J, Economic Man Approach to Consumer Behaviour, https://research-methodology.net/economic-man-approach-to-consumer-behaviour/, 2013

Pal, R, Relation to Brand Image and Consumer Preference, http://www.mbaskool.com/business-articles/marketing/16235-relation-between-brand-image-and-consumer-preference.html, 2016

Reed A, Exploring Links Between Brand Name and Consumer Lifestyle, http:/knowledge.wharton.upenn.edu/article/exploring-the-links-between-brand-name-and-consumer-identity/, 2002

Jeanette Mulvey, Consumers have Humanlike Relationships with Brands, Business News Daily,  https://www.businessnewsdaily.com/2821-consumers-relationships-brands.html, 2012

Multiple Authors, Connect, Design for an Empathetic Society, 2013

Wally Ollins, Brand Handbook, 2008

Joeri van den Bergh and Mattias Behrer, How Cool Brands Stay Hot, 2011

Wally Ollins, Corporate Identity: Making Business Strategy Visible Through Design, 1989

These references have allowed me to construct an essay with historical context and one that looks deeper into how consumer brand relationships are formed and upheld. The sources have helped me argue that the consumer initiates a relationship between them and brand, while the brand aids the process, the imitation of relationship is by the consumer.

Finding out this information has allowed me to create a rebrand that tries to aid this initiation, by creating a consistent, legible, recognisable brand that communicates its identity consistently to the consumer with the contexts i've given.