A branding dissertation can take a variety of directions and themes. Focus your paper, for example, on the importance of branding and how a company's brand message can affect the target consumers positively or negatively. Discuss how a brand can be developed and then marketed, fleshing out techniques and methods for showcasing a company's brand. How recognizable a brand is and how to increase its visibility can also be a focus of the paper.
Discuss in your dissertation the relationship among the company, the product or service it offers and the customer. Explain how all these elements relate and affect how successful your marketing and advertising is for the company's bottom line. This could go into customer service aspects, product presentation, company image and reputation as well as the marketing tactics and techniques being used. In an ideal system, the three aspects interact positively and to the benefit of both the company and the customer. Choose one aspect of this relationship to focus on in your research paper.
Different demographics and cultures can respond differently to the same piece of advertising. With many companies having or pursuing global reach, a dissertation discussing the challenges of marketing and advertising in different cultures will be appropriate and effective for those pursuing an MBA, especially those with an international business focus. Discuss the different ways various cultures can interpret messages, body language and products, and offer procedures and tactics that can limit advertising miscommunication.
Word of mouth and customer referrals remain a trusted and powerful form of advertising. It is also a difficult marketing tactic to create and preserve. Explain why this type of advertising is so effective, based on psychological studies. Delve into what makes consumers weary of companies and corporations, and thus less trusting of the advertising they produce. You could also touch upon tactics and techniques for promoting and encouraging positive word-of-mouth advertising. This could discuss setting up social networking pages that allow customers to comment on and rank their experience with the company.