Example brand analysis dissertation topic 6:

An iconic modern brand – marketing the iPhone: An analysis

Using SWOT analysis as well as Porter’s Five Forces this dissertation analyses not only the conception and launch of the iPhone but also the continuing marketing ploys used by Apple since its introduction in 2007. In so doing, this dissertation contrasts the marketing strategies used in three countries: Britain, the USA, and France, and evaluates the extent to which the marketing campaigns were altered so as to take account of differences in socio-economic norms as well as issues of cultural diversity. Drawing not only on company reports and existing theoretical theory, this dissertation also undertakes interviews with consumers and professionals within the industry.

Suggested initial topic reading:

• Hayes, J. (2005) ‘Reconceptualizing the Xbox Platform’, Design Management Review, Vol. 16, pp. 10-17.
• Lal, D., Pitt, D.C. and Beloucif, A. (2001) ‘Restructuring in European telecommunications: Modelling the evolving market’, European Business Review, Vol. 13(3), pp.152-158.