Right now I'm writing my dissertation which is on the topic of supermarket own brand labels and how they have been branded and marketed in order to dispel the stigma of poor quality, focusing particularly on supermarkets' own premium ranges. This year I have worked on three modules regarding branding and really enjoyed the process of identity management and creating suitable concepts for clients. Branding is an area I would like to get involved with in my career because of the diversity and depth of understanding involved in creating an effective solution for a range of clients.
While working on my dissertation I have used a load of books; this is just a pick of some of the best ones I found. I would really love to hear about any useful branding books people may know of so please comment or email me.
Trolley Wars by Judi Bevan: This book is very descriptive and written in such a way that the information becomes woven into a kind of story, so much so that you forget this book is about facts. It reads like a Hotel Babylon of the supermarket world which is weirdly absorbing and questions the integrity of some chains.
Buying In by Rob Walker: Like Trolley Wars, this book is written in smooth prose which makes it easy to forget you are reading for research. Walker uses great examples to break down some of the confusing terms in a way that even I can understand, using theory and case studies to determine why we buy what we buy.
Supermarket Own Brand Guide by Martin Isark: I got this book because I thought it would be a good supplement to my essay, it include prices and nutrition of products at a range of the leading supermarkets. After reading through it really does show that all the supermarket price war is over a few pence and that effective branding, marketing and packaging are the real reasons for choosing the products that we do.