In today’s competitive business environment, to achieve the competitive advantages and to become successful, it is essential for the firms to establish a positive brand image in the market. In this, the development of branding strategy is effective to establish the product in the market and build a brand that can provide competitive advantages to the firm. An effective branding strategy creates the positioning of product or brand in the mind of customers that directly increases the sales and performance of an organisation (Chiaravalle and Schenck, 2014). Due to this, the firm also enables to improve its customer base in the competitive business environment.
In this way, this research would investigate the impact of branding on the organisational performance. Branding plays an important role in describing the business and promoting the business activities among the targeted customers. The branding strategy also helps the firms to develop their marketing and advertising plans. It is because branding works as a foundation of what brand is and will become. In recent years, companies increased their investment in branding in order to achieve competitive advantages and to ensure the overall development of organisational practices (Rosethorn, 2016). It is found that through investing in branding activities, Burberry enabled to increase its sales by 12% in the year 2013, which significantly helped the firm to increase its profitability (Chapman, 2014). But, at the same time, it is critical for the small companies to invest in the branding and achieve competitive advantages.
This research study will effectively discuss the impact of branding on the overall organisational performance by taking a firm example of Burberry, which is one of the leading fashion brands. Along with this, it will also focus on the challenges faced by the firms to implement effective branding strategies to develop the firm’s performance.
Aim and Objectives
The aim of this research is to investigate the impact of branding on organisational development. In order to attain this aim, the following objectives will be helpful:
- To explore the factors that affect the branding activities: in context of Burberry
- To identify the challenges faced by the firms in branding for developing organisational performance: in context of Burberry
- To recommend ways to mitigate challenges and to improve the effectiveness of branding for organisational development
For this research study, the following research methodology will be selected to attain the objectives and to generate valid and reliable research outcomes:
Research Approach: For this research study, inductive approach over the deductive approach will be used. It is because inductive approach will provide in-depth understanding of the research issue and develop valid research results, which will be not possible through using deductive approach (Nestor and Schutt, 2014).
Research Strategy: In this study, the researcher will take survey and literature review as strategy to ensure the availability of research specific data and information throughout the research. In this, to conduct survey questionnaire will be developed and distributed to the selected participants. On the other hand, literature will be developed by reviewing books, articles, journals and websites (Farquhar, 2012). It will be effective in generating theoretical understanding about the research issue.
Research Design: For this study, a mixed method of design will be selected, which is the combination of both qualitative and quantitative research design. Through this, the researcher will enable to complete this research study in systematic ways and collect reliable data to present the findings (Nestor and Schutt, 2014).
Research Type: As this research investigates the impact of branding on organisational development, the descriptive research type would be selected. It is because, through this, the researcher would enable to provide additional information about the research issue that can be effective in filling the missing parts and expand the understanding about the impact of branding on organisational performance (Grinnell and Unrau, 2010).
Data Collection and Analysis: In this research, both primary and secondary data will be collected. In this, secondary data will be gathered through reviewing books, articles, and journals related to the research issue. On the other hand, to fill the data gaps, primary data will also be collected by using survey questionnaire method (Olsen, 2011). In this, employees of Burberry will be selected as the respondents of the survey questionnaire. For analysing the collected data, statistical data analysis method will be used with the help of SPSS software and MS-Excel tools (Wetcher-Hendricks, 2011). It will be helpful for the researcher to present the data effectively and generate reliable results to resolve the research issue.
Chapman, M. (2014). Burberry sales increase 12% after increased marketing investment. Retrieved from
Chiaravalle, B. and Schenck, B. F. (2014). Branding For Dummies. USA: John Wiley & Sons.
Farquhar, J. D. (2012). Case Study Research for Business. USA: SAGE Publications.
Grinnell, R. M. and Unrau, Y. A. (2010). Social Work Research and Evaluation: Foundations of Evidence-Based Practice. UK: Oxford University Press.
Nestor, P. G. and Schutt, R. K. (2014). Research Methods in Psychology: Investigating Human Behavior. USA: SAGE.
Olsen, W. (2011). Data Collection: Key Debates and Methods in Social Research. USA: SAGE.
Rosethorn, H. (2016). The Employer Brand: Keeping Faith with the Deal. USA: CRC Press.
Wetcher-Hendricks, D. (2011). Analyzing Quantitative Data: An Introduction for Social Researchers. USA: John Wiley & Sons.