Proposal for project – intro and lit review done – 4000 words left (methodology,findings,discussion and conclusion)
Focus of study: Fashion Brand, unique, competitive advantage (Porter), brand equity, brand models (3 would be sufficient)
Title: An evaluation of the significance of Brand Value for the fashion organisation, Alexander McQueen
Introduction: 800-1000 What am I going to investigate? Why? Rationale for it? What am I adding to the literature?
Lit Review: 3000 (4 sections of approx. 800 words or 3 sections of 950 words)
Aim: “To evaluate the importance of Brand Value for the fashion organisation, Alexander McQueen”
Objectives: 3 objectives
Identify the meaning and nature of brand value in relation to the fashion sector
Analyse the potential benefits of brand value in relation to the fashion sector
Analyse the drawbacks of brand value in relation to the fashion sector
Grounded Theory, base my study on objective research and investigation thorough an iterative process (repeat a number of times). Inductive: what do my findings imply about the AM’s brand? This is where I interpret MY findings? Do they suggest that brand has importance, value and significance for AM?
Primary Research: my own study, I carry it out myself. Plus questionnaire answered by demographic segment who purchase AM products (consumers), Likert style questions: scaled questions, 100 respondents. 14 questions.