Thesis Proposal/abstract

My thesis will be, “Contemporary Re-branding of Traditional Markets.” This paper intends to explore the challenges of rebranding traditional products to expanded demographics. It hopes to determine strategies to expand demographics without alienating a base market. It will also look at multipurpose campaigns that seek micro demographics and non traditional approaches to this challenge.

To illustrate this point I will focus on both successful and failed re-branding efforts as my case studies. Furthermore I will look into the recent phenomena of the “generous” brand and the effect that it has on the market in general. This includes the goodwill and sense of pride it creates in its consumers, to the less talked about, potential socioeconomic pitfalls the world may face if too many brands focus on the “generous” marketing approach.  By looking at recent rebranding strategies and the basic intention of marketing to new demographics (and keeping brands current) the paper also hopes to ascertain how a brand may be launched from scratch in the same saturated market.

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