Research Objective
Discuss about the Brand Recognition for Total Quality Management & Business.
Gaining brand recognition is important as customers are inclined to purchase products from companies that have a proper reputation in the market. The associated brands help a company to gain recognition in the market and maintain its expansion in the competitive market (Dinnie, 2015). In this regard, it can be said that the attention of the customers are mostly directed towards the marketing strategies that focus on the products associated with brand name. The assistance can be in the form of choosing products from the similar number of products that are available in the company. The decision-making ability of the customers is affected by the choice of purchase of the products.
According to Govers and Go (2016), the link between the behaviour of the customers as well as brand recognition can be analysed based on the decision-making activities taken by the customers. In this regard, it can be said that a company endorsing a particular product play a pivotal role in ensuring the popularity and rate of growth. Examples of various companies starting from retail to restaurants can be considered for identifying the effectiveness of brands.
Therefore, the problem associated is that most companies do not get the proper recognition despite having a strong name in the organisation. The customers choose to divert from the products of the companies that are known to them (Okonkwo, 2016). For example, purchasing products from Nivea have decreased by a great deal mainly because of the similarity of the products and the emergence of other companies such as Dove that provides similar products such as cream and body lotion. The inefficient marketing techniques that are adopted by companies such as Nivea provide a problematic scenario for the gaining the attraction of the customers (Ottman, 2017).
Therefore, the aim of the research is to develop marketing strategies that can help in enhancing the brand awareness of organisations. The factors that contribute for the development of the satisfaction of the customers are analysed the marketing platforms that can help in creating brand recognition are analysed.
Hence, keeping the aim, purpose and problem statement of the project in mind a set of objectives can be formed:
Research Objective
Primary objective
- To identify the impact of brand recognition for the popularity of the products
Secondary objective
- To identify the rate of acceleration provided in identifying the decision-making process
- To identify the role of brand recognition programme
- To identify the role of social media for the development of marketing strategy
- To identify the difference between the popularity of non-branded product and branded product
After developing the objectives, research questions can be developed so that the project can be conducted in a systematic manner
Research Question
Literature review
Primary question
- What is the impact of brand recognition for the popularity of the products?
Secondary questions
- What is the rate of acceleration provided in identifying the decision-making process?
- What is the role of brand recognition programme?
- What is the role of social media for the development of marketing strategy?
- What are the difference between the popularity of non-branded product and branded product
According to Wheeler (2017), brand is considered as a name or design that acts as a distinguishing feature of an organisation. The application of branding is mainly for the purpose of enhancing the business and building marketing opportunities so that competitive advantage can be gained. Holt (2016) stated that branding can also be used as promotional features so that an organisation can curve a strong position in the market. With the assistance from branding companies can gain a competitive advantage as it helps in distinguishing one from another. At the same time, branding helps to build customer loyalty as the buyers of the product usually consider the brand name before purchasing a product. Hence, the factors that influence customers to select a brand can be analysed.
Neill, Holcomb and Lusk (2016) stated that branding is affected by certain factors that help in the development of the company and gain recognition among the customers. Some of these factors include:
Brand name: This is considered as the most important factor that affects the mentality of the customers. With the help of brand name, the customers remain aware of the brand and consequently help in the reputation of the organisation (Posner, Williams & Posner, 2015). The customers also distinguish the meaningfulness about the brand so that uniqueness of the company can be determined.
Advertising and celebrity: According to Davis (2017), advertising helps in creating the brand awareness of the customers. The advertising can be endorsed with the help of celebrities so that the reputation of the company can improve. This applies to the psychology of the customers, as they tend to prefer the brands endorsed by celebrities.
Promotion: The promotion of the brands acts as important factors and the promotion can be done in various ways. For example, organisations can undertake promotional campaigns by endorsing in advertisement or by engaging in public relations (Franzen & Moriarty, 2015). This can help in reaching the customers and identifying the strategies that are required for addressing the need of the customers.
Therefore, a theoretical analysis can be undertaken that helps in understanding the effectiveness of branding.
To understand branding thoroughly, analysis of Keller’s brand equity model can be undertaken. The model is a systematic analysis that provides an idea about the effects knowledge have upon the customers. It identifies four steps that need to be achieved by the customers in a systematic manner. Mete, Davies and Whelan (2018) observed that every step of the brand equity model provides responses to various questions that need to be answered for identifying the interest of the customers. These questions are pivotal for every organisation as the satisfaction of the customers are determined based on the responses provided and relationships are build in the process. According to Zhang (2015), the model helps in building, managing and guiding the brand equity that justifies the effective factors of the customers. In this regard, an analysis can be made that highlights the impact brand image has on the popularity of the products.
Concept of branding
According to Van den Bergh and Behrer (2016), brand popularity can be considered as a market share of a product. The popularity of a particular product on the customers defines its market share and the manner in which the customers appreciate the quality of the brand. However, a counter argument can be made that states that quality of a product affects its brand image as well as its popularity among the customers (Sasmita & Mohd Suki, 2015).
This along with the prices of the product defines the popularity of the products among the customers. The psychology of the customers is important to understand as often it is seen that the customers places more emphasis on the quality of the brand than its price (Nyadzayo & Khajehzadeh, 2016). Therefore, it can be said that brand image plays an important role in enhancing the popularity of the products as well as the organisation. The profitability from a product and the recognition and growth of the customers are obtained due to the brand image held by majority of the companies.
According to Taylor, Bogdan and DeVault (2015), the research methodology for a research need to be conducted based on the type of research that is undertaken. In this case, the research needs to be descriptive and need to address the questions that are necessary for the successful completion of the research. Therefore, it is important that the researcher undertake certain approaches for the successful completion of the research.
One such method that can be used is the adoption of positivism philosophy. The fact that the scientific principles such as psychology can be used to understand the responses of the customers justifies the adoption of the positivism philosophy.
As stated by Mackey and Gass (2015) it is important to present the layout of the research and to do so it is a proper research design can be undertaken. The research design that can be used in the research is the descriptive design as an in depth analysis of the present condition of the market needs to be undertaken so that the impact of brand can be understood. The adoption of the descriptive design can help in conducting this research.
The research approach required can be the deductive approach. According to Lewis (2015), the application of the deductive approach can help in starting the research from a generalised content. The progress of the research from a general point of view towards a specific organisation can help in pinpointing the theories associated with the research.
Factors influencing branding of a product
In order to collect the data required for addressing the research questions, secondary analysis about the topic need to be conducted. According to Flick (2015), the secondary analysis of a data helps in gaining insights about the past performance as well as the present condition so that a future trend can be predicted. In this case, it is necessary that the research be conducted using secondary sources of data collection method.
The secondary analysis is conducted after taking evidence from the literature reviews and from various books and journals. The analysis of the secondary data has provided valuable information about the application of branding and the impact it creates on the popularity of the products. For example, reputed companies like Pepsi or Coca Cola use advertising for the promotion of their products. To do so these companies endorse celebrities for the promotion of the product so that it can attract the customers. The secondary data helps in providing proper answers to the research questions stated previously in the research.
The findings from the secondary research provide evidence that the popularity of products is greatly depended upon the branding of the products. This is mainly because without popularity of a product a brand name cannot get the desired exposure in the market. For example, the brand name of Apple enhances the products such I-phone, I-Mac, tablets and watches to be sold at a high rate in the market. Therefore, the name and reputation of the organisation is also enhanced and based on it managers decide on best strategy required for success. At the same time an impact is also seen among the customers as the process of making decisions are accelerated.
The psychology of the customers varies from one product to another. Therefore, the rate of acceleration shown by the customers in purchasing a product can be pointed to one fixed source. For example, in the case of technologies such new machineries or mobile phones, customers tend to buy the latest item or product that is launched in the market. At the same time in the cases of cars, customers tend to wait a bit before making investment irrespective of the brand name of the manufacturer of the car. This is mainly because the customers want the product to either be promoted properly or wait for the prices to drop.
In this regard, the role of the brand recognition programme can be considered that provides impetus to the psychology of the customers. The brand recognition programme can help the customers to make choices by analysing the information present with the product. This is particularly important in the case of medicines in which customers need to gain proper information about the use of the prescribed medicines. Such brand recognition programme help in acknowledging the needs of the customers and the manner in which they can be influenced to purchase a product.
Theories related to branding
In the modern world, media also plays an important role in the development of marketing strategies. The promotion of the brands is done with the help of social media so that it reaches a large mass of customers. At the same time, the customers also promote the product via social media after its use. Any discrepancies with the products are reported via social media and this provides organisations and brands to ensure that the good side of the social media are considered.
The secondary analysis also provides a difference between the popularity of non-branded product and branded product. The branded products are mostly influenced by the name of the organisations thereby customers intend to purchase the products by relying on the reputation. Whereas for the non-branded products, the quality is under scrutiny as these products along with its manufacturers are not popular in the market. The analysis show that even if the quality and price of these products are suitable for the customers, it may gain less popularity due to the lack of proper recognition. Therefore, a proper discussion can be made on the branding of the products.
Based on the analysis of the secondary data, certain discussions can be made that highlight the key results from the collection. These results mainly provide support to the research questions and ensure that the concept of branding along with its impact on the popularity of the products is understood (Kim, Choe & Petrick, 2018). For example, one of the most important findings that can be seen from the discussion is the fact that popularity of the products is based on the popularity of the brands. From the literature review section it can be seen that the factors that influence branding of a product are mostly related on the psychology of the customers. The customers choose the brand based on its quality and its price.
The rate of acceleration related to the identification and purchase of products are based on the quality and price of the products. It can be said that the psychology of the customers over a brand depends upon two important things. For example, one of the reasons behind Apple being positioned towards the base of a product-positioning model is because of its excessive price. According to Lewis (2015), customers does not have any doubt over the quality of its products however, due to its high price, the customers prefer competitors like Samsung more. Therefore, the decision to purchase an Apple phone require more time than the decision to purchase a Samsung phone.
Impact of brand image on the popularity of the products
In this case, it can be said that the brand recognition programme plays an important role for the purchase of the product. It is the duty of every organisation to promote a product with the required amount of information necessary for the knowledge of the customers. The customers are entitled to know about the quality, features and the longevity of a product along with its price (Mete, Davies & Whelan, 2018). However, on some occasions like that in the case of medicines, other information such as the cure it may provide and the dosage are also required. Hence, it is important for organisations to organise a brand recognition programme, particularly if it is willing to launch a new product in the market.
In order to do so it is necessary to take assistance from the social media. The social media play an important role in the modern world as it helps in the promotion of a brand and provides its positive as well as its negative side. For example, recent controversies surrounding Samsung and Apple over the replication of ideas are promoted in social media, which creates a scar in the mind of the customers over the validity of the products (Okonkwo, 2016). The reputation of the companies precedes its brand and the social media are considered as the promotion techniques required for launching the products.
The social media also plays an important role for non-branded products. Although the customers consider these products as insignificant, the effort required for manufacturing such products is as important as the branded products. Therefore, it can be said that the reason for the unimportance provided to the non-branded products is that it does not endorse itself with celebrities and other media (Ottman, 2017). Hence, it can be said that reputed companies hold a competitive advantage over non-reputed companies while trying to impose its brands in the market. The popularity of the products are mainly due to the reputation held by the organisations that are build over the quality, price and type of promotion used to reach the customers.
Conclusion
Therefore, a conclusion can be made that summarises the findings of the research. It can be said that without proper branding, it can be difficult for every organisation to ensure its longevity and popularity among the customers. The brands need to be promoted by promotional tools such as advertisements and endorsing of celebrities. The use of social media can help customers to reach to the brand and gain the necessary information require for purchasing the product. Every company need to ensure that the branding acquires positive response and publicity so that the scope of expansion in the market can increase.
Methods used
In this context, certain recommendations can be provided so that it can help organisations to improve the popularity with the help from branding. For example, non-reputed companies need to decrease its prices of the product and improve its quality through innovativeness so that it can gain popularity in the market. As seen from the discussion, the non-branded lack its hold in the market due to the perceived poor quality and excessive price from the mindset of the customers. Therefore, the application of models related to branding can help these companies can the required reputation for success in the business.
Hence, it can be said that the future scope of the research is that it can help organisations understand the psychology of the customers for choosing a product. The application of theories and models of branding can help organisations approach building up a brand image in a systematic manner. However, some of the limitations of the research are that proper viewpoint of the customers could not be obtained as the research was done using secondary data.
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