‘In the context of Postmodernity, the focus of brand management has evolved from
managing the ‘Thing’ (a product/service) to managing the sociocultural ‘Link’ (with
a product/service). Critically assess the validity of this statement.
The essay will be marked out of 30 marks. The essay should be structured as follows:
[Note: please write the essay like a traditional English literature essay with no
subheadings—those hereunder are only for guidance]
• Introduction (setting up the argument) (8 marks)
[Hint: use the changing scope of defining a brand as a guide]
• General introduction to the topic [hint: the raise of Post-modern consumption]
• Narrow the topic down to the central point of the argument you are asked to
address [hint: the effect of postmodernity on changing the role of the
consumer in the definition(s) of a brand]
• Based on the above, outline in a statement (the thesis statement) your
argument/stance regarding the topic and how your essay will be structured to
develop/justify this argument/stance.
• Body (developing/justifying your argument (the bulk part) (16 marks):
• Discuss/explain the various aspects/points of your argument using theory and
examples. [In other words, make sure to fully incorporate the evolution in
modeling the process of branding and the supportive case/s discussed in lectures
in your discussion (justification) before adding any external sources/cases].
[Hint: using postmodernity traits, analyze why and how managing the
branding process has evolved (or not) from focusing on the ‘Thing’ to
focusing on the ‘Link’ with rich support from stories/cases along the way].
• Conclusion (confirming your argument) (3 marks):
• Sum up your argument (hint: sum up the outcome of the discussion).
• Based on the above summary, come up with your own opinion about the
statement cited in the Topic (i.e. confirm the position outlined in your thesis
statement).
