Just what is my dissertation?

‘Hello, I’m a Mac and I’m a PC’.

If you surf the internet and browse the ethers of YouTube, chances are you’ll know this line very well. But what does it really mean? And why, up until a few months ago, were both Apple and Microsoft engaged in such a tight battle to define their brand cool through their ideal customer profile? I began my research asking these questions and whether if both were doing the right thing.

Since then, I’ve focused my research towards developing an analytical understanding of the consumer’s relationship with the brands that they consume. The questions I have begun to ask myself are:

Do consumers really consume brands for the sake of brands and image? Do consumers adopt the brand identity they buy? Does branding really have any affect on consumers? What happens when they get it wrong?

Or do consumers have a much more functional approach? A computer to get work done. A car to get from A-B. An mp3 player to listen to music. Why? What motivates people to buy branded products?