After having an interim tutorial with Simon, it was clear that I was making slow progress with actually writing the dissertation and needed to develop my actual structure and plan...
First of all we honed in on the essay question title - so it was more concise and ready for discussion, allows me to consider branding on a whole and then apply that to craft through my comparisons and investigations.
"What role does branding play in the rise of independent craft beer?"
First of all we honed in on the essay question title - so it was more concise and ready for discussion, allows me to consider branding on a whole and then apply that to craft through my comparisons and investigations.
"What role does branding play in the rise of independent craft beer?"
1. START WITH WHY BRANDS ARE IMPORTANT
2. BRANDS RELATE TO CONSUMER for these reasons..
Understanding the role branding plays on consumers helps us understand how it relates to craft beer.
- Why brands are important - focus on who has said it
- What they are, briefly where they’ve come from - how this has changed today
In order to understand how branding operates SPECIFICALLY within the craft BEER INDUSTRY WE NEED TO UNDERSTAND HOW consumers RELATE TO BRANDS IN GENERAL.
- DONE BY EXPLORING THESE THEORIES..
- EXPLAIN
WHAT DOES THIS MEAN IN RELATION TO CRAFT?
COMMERCIAL VS CRAFT
- CULTURE WITHIN ALCOHOL INDUSTRY.
- Peoples perceptions of craft in general?
- Design adds value, character
- The general public?
- Actual beer connoisseurs
- Actual beer connoisseurs
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