BRAND IMAGE—the attributes by which a consumer relates to a specific product or organization. Background: The “Branding Products, Branding People” piece by D Rushkoff gives a brief history the evolution of advertising, showing branding developing in response to recent technology, political concerns, and consumer sophistication about advertising techniques. Rushkoff also indicates how there are marketers out there designing brands/products specifically for each of us, and the message throughout the reading is that we often buy because of a brand’s image rather than a products actual physical characteristics. Remember—you’re writing a brand analysis, not a product description. In other words, this is an essay focusing on the images, language, etc, ads/web sites used to sell something, and not necessarily the actual physical characteristics of that product or organization. For example, a car company’s new transmission is only be useful here if it is referred to in some way in an advertisement or on the website. Assignment: This is a more formal essay than the first two more assignments, and it requires the following: A thesis Incorporated research An MLA Work Cited list In-text citations No first or second person references (I, me, my, you, we…), with one exception Your thesis statement should appear near the end of the first paragraph. Because ‘writing is thinking,’ writers often adjust their thesis as they compose the essay, to better reflect the conclusions they’re coming to. Some find it useful to think of it as their opinion plus the rationale for that opinion, or as the ‘Big Idea.’ The following are some of the topics to consider including in your brand analysis: Company history Key brand ideas ***Environmental or political awareness ad campaigns Logo Packaging Store design Slogans Spokespeople Product placement Price Cross-branding strategies Describe what you perceive as the most important of these features for your brand, and explain how they communicate the brand’s idea/image to a target audience. Be sure each paragraph has a clear topic sentence and that everything within that paragraph relates to it. Begin the assignment by exploring the company’s website for interesting new developments, so you can describe how it currently uses image and language to brand itself. In your concluding paragraph, explain why this brand appeals to you. In what ways does it support how you like to think of yourself? This is the one place you can speak with first person informality (I, me, my, etc.). Remember the following— n Reinforce your analysis with brief quotes, paraphrases, and/or summaries. n Include an MLA Work Cited list on its own page at the end of the essay. n At least 80-85% of the text must be your own writing and thinking. n Research material should merely support your ideas about the brand’s success. n Similarity indexes on Turnitin.com of more than 20% are not acceptable. n Pay careful attention when I demonstrate how to use in-text citations
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