In order to start writing from the research I've conducted I've created a rough outline of the structure of my essay in order to help form a flowing and concise argument based on the research and sources I've looked at and am using.
Essay structure:
Intro:
outline point of essay
Intro into branding:
- broad
- basic
- importance
Brand personality traits:
- what are they
- how effect consumer
- importance
- how are they determind
- why relevant
- influence of gender
Gender Roles:
- how influence brands/ brand personality traits
- influence of/on consumers
- masculinity and femininity
Examples:
Adidas:
- how changes there personality traits
- why it was necessary
- issues/struggles
- links to theorists
- current position
Nike:
- why
- how they changed
- supported by earlier research
- masculinity to gender neutral
- influence on women.
Conclusion:
-summarise references/theories
- link each section to the other briefly
- discuss example in relation to theory clearly
- why movement to new segments/ target audiences was necessary.
- final comments
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