During this module I have conducted research into different theories and opinions from leading figures in brand identity, in particular research has been conducted into the theories of brand identity from Aaker and Kapferer to underpin the arguments within the written dissertation. As a result of the research conducted I have gained a greater understanding of brand identity and brand stratergy, which I feel will inform and expand my current working practice.
Overall I feel this module has gone well and I have gained a much greater understanding of brand identity and the different areas that contribute to make a brands identity. In particular the theories of Aakers identity model and Kapferer's brand identity prism have provided me great insight into the building blocks that make up a brands identity. Brand positioning is another key concept that I have discovered and I believe that knowledge in this area will help inform my work going forward. This module in particular has provided me with a good theoretical foundation to build from and I feel that an understanding of brand theory will help me in achieving my particular carreer goals.
Challenges for this project have been in academic writing and how to properly conduct research to form arguments for an academic dissertation. I feel that more development in this area would benifit me if I decided to move onto further study at masters level and would inform my design practice due to the need to form a solid research methodology.
To improve my working practice I am going to conduct further research into brand theory and attempt to gain a much greater understanding of the various different brand models that have been defined by Aaker and Kapferer. I feel that doing this would provide me with a greater specialism within my work and would help position me in my chosen field of practice which is brand identity.
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