Essay Structure PLAN

5000 words total

Intro - 550 words

Chapter 1- 1300 words 

Chapter 2 - 1300 words

Chapter 3 - 1300 words

Conclusion - 550 words

Title

"To what extent are chain and independent cafes limited by their brand identities? Can these brand identity issues be solved through creative advertising?"

Intro

• Dissertation hypothesis ("Both chain & indie cafes are limiting their business growth through their strictly bound brand identities. They can learn from each other, revise their brand identities, and ultimately progress as brands.")
• Description of what the dissertation will cover

Chapter 1 - Brand Identity Theory/compare and contrast chain & indie brand identities

• Establish brand identity theory using books & essays
• Establish the historical identity of coffee culture in the UK and wider Europe using archives, books, essays, images 
• Establish the contemporary identity of coffee culture in the UK and wider Europe using primary research (interrailing research & observations (NERO green, no chains in Italy), coffee map of durham, Manchester coffee festival) & compare with historical identity.
• Go in to detail about the brand identities of Flat White and Starbucks Durham, using primary research - what makes them different? What gives them individual success? (interviews, survey)

Chapter 2 - Identifying the problems and limitations of brand identity 

• Comparing the advertising styles of chain and indie, mass media vs social media - which is more successful? (interview creatives who have worked on the starbucks account, instagram coding, caffeine magazine and indie coffee guide for Flat White)
• INDIE PROBLEMS competing with chain, hipster stigma alienating certain demographics? (look at McCafe and PG tips ad) Pump n Grind interview Location map of Durham and population analysis
• CHAIN PROBLEMS are they too commercialised and not authentic enough (All coming out with the same drinks within months, selling their own roasts, Starbucks roasting houses opening up in Seattle and Italy) 
• Does brand image translate successfully into brand identity? Cafe Nero vs Milan focus group

Chapter 3 - Can advertising solve these brand identity problems and limitations?

• Problems with making indie more commercialised and chain less commercialised - it strips indie of it's local pride, could potentially alienate loyal customers on either side, coffee snobs look down on chain and might not ever grow to love it? (PROBLEM)  caffeine magazine
• Explore incidents where indie meets commercialisation and it works! Jack Wills cafe in SOHO, OCC in Fenwick's Newcastle 
• Explore incidents where chain becomes more stripped back and it works (Starbucks opening in Italy as a roastery ((like their original Seattle store)) to get Italian coffee fanatics to trust in the authenticity of the brand).
• Ultimately, how does advertising fit in to rebrands to help them to work. look at advertising for rebrands and ask creatives at agencies how they approach rebrand tasks.

Conclusion

• Is my hypothesis correct? Use evidence discussed throughout the dissertation to back up claim.