CoP3 Essay
Structure
‘How do corporate
rebrands fail and how does it affect the relationship with consumers?’
Introduction
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Tell the reader what the piece of writing is about.
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Why it is important.
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What will be looked at within the text.
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How it will be researched.
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What is being learned / the outcome.
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What question is being answered.
Chapter 1
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What is branding?
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What is rebranding?
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Motives behind a rebrand.
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How the reason is always to get more sales one way or
another.
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Brand loyalty (What, why, how)
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Branding & social media (accessible platform for
people to voice their opinion – usually negative as people rarely give praise
online).
Chapter 2
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Compare, contrast and analyse a few examples
(triangulate).
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Talk about each rebrand and what the company wanted it
to do.
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How drastic were the rebrands?
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Maybe touch upon the feedback to transition in to
Chapter 3.
Chapter 3
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Case study
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Bring it all together
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Use a couple of examples – one good, one bad.
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What made the good one a good one and the bad one a
bad one.
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Why did one succeed and one fail – what affect did it
have on the consumers.
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Aftermath of the rebrand – how did the company respond
to the feedback?
Conclusion
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What was learned through each chapter.
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Clear response to the original question (using what
was just discussed).
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Talk about what worked in the project and what didn’t.
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