Know-How Exchange : Student Questions

Four possiblities come to mind: 1)The classic branding case studies are in the fashion industry. Consider a special aspect of that, viz. the impact of E-commerce and social buzz on fashion industry branding (narrow that down though to a narrow segment of fashion).

2) Alternatively, consider branding in a service industry. Examples would be the branding of the major consultancies as opposed to myriad tiny competitors; the branding of major real estate brokers versus local firms; the low level branding of executive coaching, etc.

3) Consider the role of branding in franchising, specifically in international franchising (but not the global reach of MacDonald´s brand, which is old hat).

4) What role does branding play -- and when -- with venture capital and private equity firms in the funding of start-up´s, and as their client companies grow?

Using the classic "22 Immutable Laws of Marketing" by Al Ries and Jack Trout as a framework may be helpful.

Lastly, the narrower your target, the more of an expert you become. Forget branding in the "food and eating" industry. Consider instead "truffle branding in downtown New York." This point is especially important in terms of using your thesis as a job research and creation tool.

Regards, JH

View your dissertation as an opportunity to establish your expertise for whatever career direction you want to take once you have the degree. If you figure out where you want to end up, that will help you determine where to start.

There's no sense heading East if you want to go West, right?

For a dissertation, you will need to provide empirical research to support your hypothesis. So you will need the particular audience. Think where you can access the necessary amount of people for this purpose and then adapt the appropriate area of study.

Best wishes,
Y.