Assessment: You are to choose ONE of the following titles for your essay and critically discuss and analyse the statement.:
1) The brand has become the dominant feature in contemporary consumer society.
2) Consumers are no longer segments, they are brand communities.
3) Building ‘brand equity’ is the most important part of the branding process.
You should adopt a critical approach to your analysis showing a balanced assessment of theories that not only support your argument but also counter it (you may well disagree with the title statement so please be prepared to adopt a stance and argue for it). Drawing on current literature and theory, and also illustrating your work with examples, you should present a compelling case for your position.
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