Choosing a question

Our session today was based around selecting one of five essay questions, that will then be the basis for future work in this module. In groups we were given one of these questions and then a task of finding 2 books and 1 image appropriate to the subject, as well as the definitions of some terms within the title. My groups question was - "What is the relationship between branding and The Consumer self?"

The definitions I found were -

Consumerism: The continual increase in the consumption of goods. (Oxford dictionary)

Branding: A name, term, symbol or design, or a combination of them, which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. (Phillip Kotler from 'Managing markets planning, Analysis and Control', in 'Brandwatching' Lury, G)

Consumer: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another...more and more we are simply consumers...we are what we wear, what we eat, what we drive. (Sir Michael Perry, Chairman of Unilever in 'Brandwatching' Lury, G)

The books I choose were -

Rath, Bay, Petrizzi & Gill (2008). The why of the buy. New York: Farchild books, Inc.
This book focused upon consumerism specifically in the fashion industry, discussing subjects such as - Fashion marketing, and external factors that influence our decisions as consumers. 
This book would be useful if I was to study this particular essay question; however as it specifically looks at the fashion industry I would have to supplement this research with other books that look at consumerism in a broader sense.

Lury, G (2001). Brandwatching. 2nd ed. USA
This book focused on branding, looking at it from quite a buisness-like approach. It was very interesting as it had a broad range of references, some of which have constructed their own very successful brands, e.g. Sir Michael Perry (as seen above). It mostly contained discussions, therefore, of what attracts people as consumers, as well as how to successfully construct and promote a brand.
On the other hand,  as this book was published in 2001 it may be a bit out of date and it would probably be worth looking for one that is more relevant to todays market.

This is the image that my group and I selected as relevant to our essay question. It is a pepsi advert that we found in a book called 'Creative Advertising' (by Mario Pricken). We found it interesting, and appropriate, as it shows the way in which brands try to appeal to consumers through the use of certain imagery and ways of association. We discussed how Pepsi has made their product desirable through the image of the reaching hands, as well as through the presence of ice in the advert which makes us think of a cold and refreshing drink.