What is the relationship between branding and The consumer self

Today's sessions we had to identify the tone of voice within a text relating to our selected essay question. The question which I have chosen to explore is 'The relationship between branding and the consumer self'. I have chosen this question as the branding always interested me. I want gain more knowledge about what effect branding has on consumers. 

The source which I used for this question was: 

'Olins, W (2003) Wally Olins: On Brand London: Thames and Hudsons'.

Tone of Voice: 

I believe that in Wally Olins the tone of voice in the extract is quite informed and colloquial. The beginning of his book starts with the words 'Once upon a time...' showing his personality whilst exploring why brands are important to customers. The text is delivered via personally written short paragraphs in first person. The book is about to inform the readers how and why the brands are important to costumers also for the reader to get a better comprehension about all the aspects of branding and looking at the history of it.

5 Key points the text is trying to deliver: 

-  On the beginning of the book Olins introducing how branding developed affecting our lives.   'Branding has moved so far beyond its commercial origins that its impact is virtually immeasurable in social and cultural terms".

- The brands have become something that represents each individualistic of each person. 'We mostly take a product's functional characteristics for granted and while brands are still all about image, it is no longer just their own image - it is also our image'.

- different brands which have been successful or not during this time and their examples. 

- Branding has become the most important thing in our lives in the whole world. Costumers have the biggest impact on making the brand successful 'The brand is controlled by us - the customers, make it successful or not'. 

- The way brands get stopped and noticeable. 'Mechanism of branding was designed for and defined by modern communication techiques' as well as 'To sell products by creating and projecting colourful but simple ideas clearly'.