I have drafted a rough essay plan using questions I want to answer in each chapter:

Chapter 1 - 

Will answer:

What branding is.

Why we use it.

How it has evolved since its origin.

How branding targets audiences.

Chapter 2

Will explain:

What a brand identity is

How can a brand identity is created

How a brand identity can be changed

- examples: successful, unsuccessful, consistent.

Chapter 3

Will answer:

What a brand nationality is.

What value nationality adds to a brand.

Why it adds value to brands.

How nationality is presented through visuals.

Chapter 4

Will answer:

What are codes and conventions?

How do they effect branding?

What happens if codes and conventions are broken?