Increasing Brand Awareness for Small Scale Businesses in Ireland

This research paper discusses the challenges faced by small scale businesses in Ireland and provides strategies to increase their brand awareness effectively. It includes a literature review on branding, brand positioning, brand awareness, benefits of branding in small businesses, brand awareness theories, internet marketing, and social media marketing. The research methodology includes data collection through secondary and primary sources, qualitative and quantitative data techniques, and ethical considerations. The research findings and analysis section includes both qualitative and quantitative analysis. The conclusion and recommendations section provides insights on how small scale businesses can increase their brand awareness in the Irish market.

Running head: BRAND AWARENESS
How can small scale businesses increase brand awareness more
effectively in Ireland
Name of Student
Name of the University

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BRAND AWARENESS
Table of Contents
1. Introduction..................................................................................................................................5
1.1 Background............................................................................................................................5
1.2 Rationale................................................................................................................................5
1.3 Problem statement...............................................................................................................10
1.4 Aim, objectives and research Questions..............................................................................10
1.5 Research Structure...............................................................................................................11
2. Literature Reviews.....................................................................................................................12
2.1 Branding..............................................................................................................................12
2.2 Brand Positioning................................................................................................................14
2.3 Brand Awareness.................................................................................................................16
2.4 Benefits of branding in small businesses.............................................................................19
2.5 Brand awareness theories....................................................................................................22
2.6 Internet Marketing...............................................................................................................27
2.7 Social Media marketing.......................................................................................................29
Chapter 3: Research Methodology................................................................................................34
3.1 Introduction..........................................................................................................................34
3.2 Method Outline....................................................................................................................34
3.3 Method Philosophy..............................................................................................................35
3.4 Approach of research...........................................................................................................36

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3.5 Research Design:.................................................................................................................37
3.6 Procedure of data collection................................................................................................38
3.6.1 Data Sources: Secondary data and Primary data..............................................................38
3.6.2 Data Techniques: Qualitative data technique and Quantitative data technique................38
3.7 Population and the sample:..................................................................................................39
3.7.1 Sampling technique..........................................................................................................40
3.7.2 Sample Size:.....................................................................................................................40
3.8 Ethical considerations:.........................................................................................................40
3.9 Research limitations:...........................................................................................................41
3.10 Time Horizons:..................................................................................................................42
3.11 Summary:...........................................................................................................................43
Timeline.........................................................................................................................................43
Chapter 4: Data Findings and Analysis.........................................................................................44
4.1 Quantitative Analysis...........................................................................................................44
4.2 Qualitative analysis..............................................................................................................56
Chapter 5: Conclusion and Recommendations..............................................................................59
5.1 Conclusion...........................................................................................................................59
5.2 Recommendation.................................................................................................................60
5.3 Future Work.........................................................................................................................61
References......................................................................................................................................62

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Appendices....................................................................................................................................70
Appendix 1: Interview with 1st manager....................................................................................70
Appendix 2: Interview with 2nd manager...................................................................................72
Appendix 3: Interview with 3rd manager...................................................................................74

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1. Introduction
1.1 Background
Brand has been the central part of the way organization do business. It has been the
communication tool that helps in connecting with their customers in the market. According to
Cawsey and Rowley (2016), brand has been a visible symbol that represents the nature of
business in mind. A company’s brand is a symbol of trust and quality to the customers of the
values of company. There have been small businesses entering into the Irish market that have
been helping in promising employment to many individuals. However, there has been problem in
scaling up their small business in the market. Therefore, some strategies need to be implemented
in the market so that small businesses can be scaled up. Branding has been an important and
integral part of the company in the market. The globalization of the economy has been changing
with years. The growth in competition and environmental changes have been position in the
small scaled companies. Businesses need to prosper their basic challenges in the market. As
research done by Hitt, Ireland and Hoskisson (2012), small businesses have been facing
challenges in the market. This research has been done on Irish small scale business to enhance
their brand awareness in the market.
1.2 Rationale
The use of brand value help in providing a smart approach in development of small businesses in
the market. The economy of the Ireland has been based upon the SMEs in their market.
Therefore, SMEs plays an important role in contributing to revenue of country. Different
strategies need to be implemented in the market. The brand strategy of companies need to be
revised in order to gain competitive advantages in the market.

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As research done by Eid and El-Gohary (2013), SMEs have been making enormous changes and
contribution in the economy of Ireland. The government of Ireland has able to recognize SMEs
to be key drivers of the nation’s economy. The Irish Times has revealed that Ireland has been
home to 230,000 SMEs. These SMEs have contributed over €10 billion to the Exchequer
annually. Along with this, Irish SMEs have able to provide employment to over 900,000
individuals in the country. There have been approximately 20 SMEs per 1000 inhabitants in
Ireland. In regard to this, the EU has developed 10 principles for supporting the growth of SMEs
in Ireland (Olins 2017). These principles are Entrepreneurship, Responsive Administration,
Finance, Skills and Innovation, Internalization, 2nd Chance, Think Small First and Public
Procurement and State Aid and Single Market Environment.
Figure 1: New SME lending (2010-2018)
(Source: Morrison 2013)
The above figure 1 represents annual gross new lending to non-financial, non-real estate SMEs
since 2010. Annual lending in Q1 2018 totaled € 3.7 billion has been unchanged from previous
report. According to Q1 2018, new lending has been 2.7 per cent higher than Q1 2017 and 31 per
cent higher than Q1 2016 (Morrison 2013).

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Figure 2: New SME lending by sector
(Source: Hirvonen, Laukkanen and Reijonen 2013)
The above figure 2 represents annual gross of new lending trends for six main non-financial,
non-real estate sectors. The Primary Industries and Whole sale, Retail, Trade and Repairs sector
have been consistently showing the highest level of new leading. As compared to Q1 2017,
annual new lending in Q1 2018 has increased in two sectors namely Primary Industries (11
percent) and Hotels and Restaurants (3.7 per cents). Annual declines in gross new lending have
happened in Manufacturing (-26.5 per cent), Construction (-12.6 per cent), Wholesale, Retail,
Trade and Repairs (-6.4 per cent) and Business and Administrative Services (-5 per cent)
(Hirvonen, Laukkanen and Reijonen 2013).

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Figure 3: Credit outstanding to SMEs by sector
(Source: Burns 2016)
The figure 3 represents credit outstanding to SME by sector. As of Q1 2018, total non-financial,
non-real estate outstanding credit has been € 16.2 billion. Outstanding credit in the Primary
Industries and Wholesale, Retail, Trade and Repairs sectors stood at e3.6 billion each, above that
of Hotels and Restaurants which amounted to € 2.6 billion. Manufacturing and Business and
Administrative Services have lower levels of outstanding credit at e1.3 billion each while the
lowest stock of outstanding credit of the sectors shown is found in the Construction sector at €
0.5 billion. As commented by Burns (2016), brand care has been a brand affirmation and brand
audit execution. Brand affirmation has been related to limit of customer for attesting past
prologue to the brand when given brand as some knowledge. Brand care has been going about as
displaying thought that are used for evaluating customer's data about nearness of brand. Building
brand care has been helping in ensuring potential customers knowing classes in which brand
battles. Brand care can be referenced as worth model and each and every other focus of brand.

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BRAND AWARENESS
As research done by Eggers et al. (2017), there have been different points of interest of stamping
for free endeavors joining addition in power demand premium expenses and extended bit of the
general business. Stamping helps in growing the customer base of associations in the market.
The use of checking helps in giving better opportunity to allowing customers about their
organizations and things in the market. Cawsey and Rowley (2016) revealed that publicizing
addresses a tremendous test for owners of SME's. Expends (2016) acknowledge this figure is
75% of SME's. In any case a segment of the central focuses inborn in SME's can be used to
extend bit of the general business and checking sufficiency. These great conditions consolidate
flexibility, speed of reaction and an eye for conditions.
A brand helps in teaming up with effect on clients, laborers and various accomplices. There have
been various ways by which brand has had the choice to interface with their customers. These
are known as brand contact centers. Contact point has been the interface of thing, organization
and brand with customers and accomplices for bringing their care up in the market. It has been
considered with the brand contact point model as it might help in growing brand care as
customers notice brand before acquiring decisions. The touch point model has been supporting
separating all pre-obtaining, during acquiring and post-buying experiences (Eggers et al. 2013).
It has been critical for contemplating the brand contact point model as it has been helping in
extending brand care as customers have been seeing brand before buying decision. As suggested
by Seyfang and Haxeltine (2012), another model has been gotten from different natural advances
and adjusting purchaser lead. Christopher and Peck (2012) looks at about lead of customer can
be explained by a winding model that assistants in beginning with an affiliation and winding
expands itself, the more the client gets attracted to brand and thing. The cycle proceeds from
joint effort to duty, by then to speculation, talk and proclivity to organize. If a customer

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recognizes properties of brand, the customer will submit and attracts with the brand. Öztamur
and Karakadılar (2014) shows that customer contact with brand that is happening through a
mechanized touch point. Customer used to amass data about explicit brand from friend and
family. To begin with, the buyer gets attracted with the brand.
Therefore, this research has helped in analyzing the issues faced by SMEs in Ireland. Various
issues faced by the SMEs have been discussed in the research. Various strategies for increasing
the brand name of SMEs in the market have been reflected.
1.3 Problem statement
The main problem discussed in research has been related to scaling up brand awareness
of small scale businesses in the Ireland. There have been increase in the number of SMEs in the
Ireland. As discussed SMEs have been contributing a lot to the nation’s economy. Therefore,
SMEs have been playing an important role in the economy of the nation. However, SMEs have
been facing difficulties in maintaining their business in the market. Small businesses are not able
to gain brand awareness in the market due to their small size (Burns 2016). Therefore, this
research will first find out the current state of small businesses in the market of Ireland.
Secondly, the issues faced by the small businesses related to their brand awareness in Ireland.
The research will provide strategies to improve brand awareness of small businesses in Ireland.
1.4 Aim, objectives and research Questions
The aim of research has been focused on how can small scale businesses increase brand
awareness more effectively in Ireland.
Following are the research objectives:
 To identify the current state of small businesses in Irish market

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 To identify issues faced in small business related to brand awareness in Irish market
 To recommend strategies for enhancing brand awareness in the small business in Irish
markets
Following are the research questions:
 What is current state of small businesses in the Irish market?
 What issues are faced in small business related to brand awareness in Irish market?
 How to enhance brand awareness in the small business in Irish markets?
1.5 Research Structure
Figure 1: Research structure
(Source: Created by author)
Chapter 1: Introduction
Chapter 2: Literature Review
Chapter 3: Research methodology
Chapter 4: Data findings and analysis
Chapter 5: Comclusion and Recommendations

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2. Literature Reviews
2.1 Branding
As commented by Adegbuyi, Akinyele and Akinyele (2015), branding has been used for
differentiating one products from another. It has been a combination of different products with
distinct identity that helps in adding values to the product. Branding has been an important part
of operations done by organizations in the market. As per research done by Ahmad, Ahmad and
Bakar (2018), 74% of businesses comprises of small scale business. However, majority of them
are not able to access their branding in the market. Most of the public in Ireland does not know
about many small businesses in the country. As commented by Sharma, Chrisman and Gersick
(2012), branding has been both social and economic construct.
As research done by Adegbuyi, Akinyele and Akinyele (2015), the process of branding
has been focused on differentiating goods and services from its competitors. Branding has been
acting as a promise of consistency and quality of consumers in the market. It has been the
perceived benefits of customers that used to offer by companies in the market. Business
organizations have been looking for their branding of products and services in the market to gain
competitive advantages in the market over their competitors. Klijn, Eshuis and Braun (2012)
commented that objectives of branding has been based upon the marketing strategy followed by
the business organization. The brand value of these companies have been low in the market due
to which different these companies are not able to gain competitive advantage in the market.
These SMEs play an important role in the economy of the Ireland. Most of the companies in the
Ireland are small scale based in the market. Therefore, small business sector need to be improved
in the market so that they can contribute more in the country economy. However statistics shows

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that there have been increase in the revenue of SMEs in the market. Brand need to represent
company personality, image and core competencies. As research done by Costin (2012),
managers of companies use branding for different types of purposes as mentioned below:
 Reducing competition
 Conveying intended positioning
 Establishing differentiation in products
 Building strong reputation among different existing competitors
 Raising barriers to new entrants
 Building relationships with customers by specifying customer demands
The primary objective of product branding has been sales and profitability of organization. SMEs
have been focusing on enhancing their brand in the market. The organizational context of has
been focused on enhancing brand of their products in the market. As research done by Tidd and
Bessant (2018), brand care has been expecting a huge activity in purchaser choice decision.
Among different brand choices, customer picks brand having the most important care in the
market. Brand care incorporate tryst in the getting behavior of customers. Brand care have been
helping in controlling procuring behavior of customers in the market. Grant (2016) conveyed
thought of brand cognizance of being established on unaided brand survey. The authoritative
decision has been pivoting around monetarily insightful nature of business that assistants in
keeping up a profitable technique in the business. SMEs need to focus in their picture care that
may help in growing their arrangements and advantage in the market. Nature with brand among
customers does not depend on in the size of the association. It totally depends on the idea of
things and organizations given by the association in the market. Thusly, advancing of such
associations ends up less difficult in the market. SMEs need to focus in their tendency of things

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BRAND AWARENESS
and organizations in their different fields. This help with overhauling the care related to mark in
the market. As commented by Cawsey and Rowley (2016), brand care have been fundamental
component of advancing of associations in the market. Nevertheless, Webb et al. (2013) battles
that care addresses most negligible end of continuum of brand discovering that degrees from
direct affirmation of brand name of astoundingly mental structure on information. Brand care has
been the genuine reason for a customer buying conduct in the market. Charter (2017) states that
brand care assembles probabilities of picking a specific brand. There have been any
developments in the publicizing division of these online networking stages that have been
helping numerous SMEs to post their commercials over the web based life stage. SMEs have
been powerless in time of emergency because of different reasons including Down-measuring
has been a choices because of its little size, SMEs will in general be less broadened in their
monetary exercises have frail money related structure. The financial emergency has begun in
2008, Irish SMEs access to back has turned out to be progressively constrained. Be that as it
may, there have been different government activities and loaning program. An all-around
arranged brand situating helps in holding clients of organization in the market. Numerous SMEs
have gotten power and chances of internet based life in improving brand familiarity with the
organization. Web based life has been making various sorts of chances in the market. Web based
life has been a profitable asset for independent venture that are searching for drive deals,
improving brand mindfulness and contacting new clients. The essential objective of SMEs
should be centered on advanced promoting and social advertising that aides in expanding their
client base in the market. SMEs have a wide choices of using web-based social networking
stages over the web. Brand care has been a ceaseless choice of experiencing customers of new
task. Unusual condition of care have been causing in making trade to stock brand that assistants

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BRAND AWARENESS
in prompting high brand openness and choice probability. This has been helping in keeping up
sharp approach to manage the headway of business essential authority system in the affiliations.
As commented by Hudson et al. (2015), brand care have been utilizing three layer dynamic
arrangement that join most insignificant component of care, brand affirmation, moderate
measurement care, brand audit and subject to mentioning that an individual name the brand in
certain thing order.
2.2 Brand Positioning
As research done by Karimi and Naghibi (2015), process of achieving a quality brand starts with
assessing brand audience and the position of brad in mind of customers. Brand positioning helps
in providing a clarity of thought related to customer brand perceptions and require focused
marketing operations. The challenges for managers has been analyzing mind of consumer that
helps in making their brand in the market. The role of brand positioning has been becoming
extremely important to target the mind of customers. However, there have been various
government initiatives and lending program. Irish SMEs have been facing challenges with drop
in demand of products in the market. Due to this income of SMEs have been decreasing in the
market and unable to access proper resources for capitalizing day-to-day expenses. The mapping
of market has been an important part of the brand positioning. SMEs need to analyze targeted
customers about their products and services. The strategy of brand positioning has been based on
delivery of services and products based on demand of customers in the market. There has been a
strategic standpoint of the brands in the market that helps in maintaining keen approach in the
dependency of market price. He, Wang and Zha (2014) states that brand position and identity has
been helping in providing improvement in brand memorability along with competitive

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advantage. As argued by Günzel and Holm (2013), short brand position message has been often
distorted due to complex marketing communication process. Many companies have been
involved in delivering brand position message through marketing process. There have been many
companies involved in delivering brand positioning by different marketing policies including
promotions, direct marketing, event sponsorship, advertising, channel management and customer
relations. These functions of marketing has been outsourcing their products in order to gain
position in the market. As commented by Weinstein (2013), top management and staffs benefit
from positioning brand. The activity of aligning functional benefits for just few key attributes
that helps in clarifying essence of brand and its position among staffs. Brand positioning has
been helping in marketing operations of SMEs. A well planned brand positioning helps in
retaining customers of company in the market. It provides cost efficiency and cost saving effect
in irrelevant marketing. Revitalization of revenue streams have been achieved by repositioning
brand in the market. Aronczyk (2013) suggested that positioning strategy has been becoming
negatively associated and branding might appear exhausted among target segment. This will
affect revenue systems. A repositioning strategy will provide new ways of branding products and
services into new target segments. Therefore, it helps in analyzing issues faced in previous
branding strategy and overcoming these issues in repositioning strategy.
2.3 Brand Awareness
As research done by Larceneux, Benoit-Moreau and Renaudin (2012), brand awareness has been
playing an important role in consumer choice decision. Among different brand choices, customer
selects brand having the highest awareness in the market. Brand awareness add tryst in the
purchasing behavior of customers. Brand awareness have been helping in manipulating
purchasing behavior of customers in the market. Agudo‐Valiente, Garcés‐Ayerbe and Salvador‐

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BRAND AWARENESS
Figueras (2015) expressed idea of brand awareness of being based on unaided brand recall. The
managerial decision has been revolving around cost effective nature of business that helps in
maintaining a productive approach in the business. SMEs need to focus in their brand awareness
that might help in increasing their sales and profit in the market. Awareness of brand among
customers does not depend upon in the size of the company. It totally depends upon the quality
of products and services provided by the company in the market. Therefore, marketing of such
companies becomes easier in the market. SMEs need to focus in their quality of products and
services in their respective fields. This help in enhancing the awareness related to brand in the
market. As commented by Bridge et al. (2013), brand awareness have been elementary level of
marketing of companies in the market. However, Laroche et al. (2012) argues that awareness
represents lowest end of continuum of brand knowledge that scopes from simple recognition of
brand name of highly cognitive structure on information. Brand awareness has been the major
reason behind a consumer buying behavior in the market. He, Li and Harris (2012) states that
brand awareness increases probabilities of choosing a specific brand. Brand awareness has been
a frequent choice of experiencing customers of new task. High level of awareness have been
helping in developing trade to stock brand that helps in provoking high brand availability and
choice probability. This has been helping in maintaining keen approach to the development of
business decision making system in the organizations.
As commented by Erdoğmuş and Cicek (2012) brand awareness has been a brand recognition
and brand recall performance. Brand recognition has been related to ability of customer for
confirming previous exposure to the brand when given brand as a clue. Brand awareness has
been acting as marketing concept that are used for measuring customer’s knowledge about
existence of brand. Building brand awareness has been helping in ensuring potential customers

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knowing categories in which brand competes. Brand awareness can be mentioned as equity
model and all other objectives of brand. As commented by Severi and Ling (2013) customers
have been the most noteworthy bit of accomplices. They help in improving brand care.
Subsequently, brand care has been related with brand reliability as satisfied customers help in
getting the message out of securing unequivocal brands by method for casual. The awareness of
brand have been extended. Verbal trade has been expecting a critical activity in emerging people
with explicit brand. A satisfied customer is adequate to propel brand with the help of casual
strategy. According to (), buyers used to turn out to be progressively familiar with about brands
with the help of exchange with various customers and individuals. This make motivation among
customers to purchase things from brand. As argued by Lazarevic (2012), immovable customers
of brand have been anxious to pay higher technique and are less worth sensitive. Reputation has
been the most grounded determinants of the sensibility of any association. Reputation has been
confined from the accomplices of association acknowledgment. Reputation helps in making trust
among customers as for the idea of things and organizations of the association in the market.
The above model prescribes that brand managers have been working for updating purchase
objectives and quality for attracting more customers. The relationship of significant worth and
profitability of brand has been mediated by buying point. Brand chiefs of SME have been
focusing in association among quality and profitability in order to be progressively gainful
association.
Web has been making vexed in every individual's life. It has been changing in a general sense the
way wherein people have been gaining items and things from the market. Web has been allowing
obtaining of product and things from wherever and at whatever point (Mazodier and Merunka
2012). There have been addition in the use of insightful devices including mobile phones,

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BRAND AWARENESS
workstations and PCs. Customers can purchase items and things utilizing these splendid devices
with the help of the web. As commented by Kuo and Feng (2013), web has been winding up
rapidly over the world. Customers have been going on the web always and happy as they can
purchase items at whatever point over the web. Thusly, web advancing has been expecting a
noteworthy activity in overhauling brand thoughtfulness regarding SMEs. The gigantic
utilization of the web has helped web advancing in getting acclaim. Digitalization has helped in
overhauling exhibiting over the web. A brand can be progressed and collect care by various ways
on the web including electronic life, locales, destinations and Search Engine Optimization
(SEO). A site ought to be situated well in the Google list things. As research done by Zheng et al.
(2015), web can be utilized for talking with accomplices. Web has been adding focal points to
close to nothing and medium endeavors (SMEs). Online locales of SMEs may help in extending
regard for imprint among individuals over the web.
2.4 Benefits of branding in small businesses
As research done by Eggers et al. (2017), there have been numerous benefits of branding for
small businesses including increase in power demand premium prices and increased market
share. Branding helps in increasing the customer base of companies in the market. The use of
branding helps in providing better opportunity for awarding customers about their services and
products in the market. Cawsey and Rowley (2016) revealed that marketing represents a
significant challenge for owners of SME’s. Burns (2016) believe this figure is 75% of SME’s.
However some of the advantages inherent in SME’s can be used to increase market share and
branding effectiveness. These advantages include flexibility, speed of reaction and an eye for
opportunities. The fundamental objective of thing stamping has been arrangements and

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BRAND AWARENESS
productivity of affiliation. SMEs have been focusing on overhauling their picture in the market.
The legitimate setting of has been based on improving brand of their things in the market.
As research done by Erciş et al. (2012), methodology of achieving a quality brand starts
with assessing brand swarm and the circumstance of brad as a top need of customers. Brand
arranging helps in giving a conscious center related to customer brand perceptions and require
focused displaying exercises. The troubles for overseers has been separating mind of purchaser
that associates in making their picture in the market. The activity of brand arranging has been
ending up basic to concentrate on the mind of customers. The current situation with money
related conditions has been existing on an overall measurement have been going up against
regular challenges SMEs starting at now oppose. SMEs have been weak in time of crisis as a
result of various reasons including Down-estimating has been a decisions in view of its little size,
SMEs will by and large be less widened in their fiscal activities have slight cash related
structure. The budgetary crisis has started in 2008, Irish SMEs access to back has ended up being
logically compelled (Podoshen and Andrzejewski 2012). In any case, there have been diverse
government exercises and advancing project. Irish SMEs have been defying challenges with drop
looked for after of things in the market. In view of this pay of SMEs have been decreasing in the
market and unfit to get the opportunity to proper resources for guaranteeing regular expenses.
The mapping of market has been a huge bit of the brand arranging. SMEs need to inspect
concentrated on customers about their things and organizations. The strategy of brand arranging
has been established on transport of organizations and things subject to enthusiasm of the
customers in the market. There has been a key perspective of the brands in the market that
helpers in keeping up sharp philosophy in the dependence of market cost. Singh, Iglesias and
Batista-Foguet (2012) states that brand position and character has been helping in outfitting

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improvement in brand memorability nearby high ground. As argued by Tu, Wang and Chang
(2012), the short brand position message has been routinely mangled as a result of complex
promoting correspondence process. Various associations have been related with passing on brand
position message through displaying process. There have been various associations related with
passing on brand arranging by different displaying courses of action including headways, direct
advancing, event sponsorship, publicizing, channel the administrators and customer relations.
These components of publicizing has been re-appropriating their things in order to get position in
the market. As commented by Amoako, Appiah-Adu and Tagoe (2019), top organization and
staffs benefit by arranging brand. The development of altering utilitarian focal points for just
couple of key properties that assistants in clarifying substance of brand and its circumstance
among staffs. Brand arranging has been helping in publicizing undertakings of SMEs. An inside
and out orchestrated brand arranging helps in holding customers of association in the market. It
gives cost capability and cost saving effect in unnecessary promoting. Recharging of pay streams
have been cultivated by repositioning brand in the market. Casteran, Chrysochou and Meyer-
Waarden (2019) recommended that arranging framework has been winding up unfavorably
related and checking may appear to be drained among target parcel. This will impact pay
systems. A repositioning strategy will give better methodologies for stamping things and
organizations into new target parts. Along these lines, it helps in separating issues looked in past
checking strategy and beating these issues in repositioning method. Web based systems
administration promoting has been the best way to deal with construct checking of little
associations in the market. Web based life has been giving a couple of sorts of chances in the
market. Online life has been offering opportunities to coming to most prominent number of
individuals in the market. Most of the energetic ages have been dynamic over the electronic life

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stages including Facebook, Twitter and YouTube. As such, it has been endorsed to use electronic
life advancing for overhauling brand awareness of little scale associations in the market. Online
life has been getting the chance to be standard technique for talking with individuals and
accomplices in the SMEs. Most of the customers have been online over various web based life
organizes that make an open entryway for SMEs to interface with customers (Rao 2019). SMEs
need to redesign their displaying strategies over internet systems administration organize. This
help with reaching monstrous number of customers without a moment's delay. Facebook and
Twitter have been two most associated with online life organize in the market. As such, SMEs
need to focus on these stages. There have been any advancements in the publicizing division of
these web based systems administration arranges that have been helping various SMEs to post
their advertisements over the electronic life organize. Various SMEs have gotten power and odds
of web based life in improving brand nature with the association. Online life has been making
different sorts of chances in the market (Song, Wang and Han 2019). Online life has been a
gainful resource for free endeavor that are scanning for drive bargains, improving brand care and
reaching new customers. The basic goal of SMEs ought to be revolved around cutting edge
advancing and social publicizing that helpers in extending their customer base in the market.
SMEs have a wide options of utilizing online informal communication arranges over the web.
Various plugs through electronic systems administration media stages including Facebook,
Twitter and Instagram have been helping in spreading care about things and organizations of
SMEs.
2.5 Brand awareness theories
A brand helps in interacting with impression on clients, employees and other stakeholders. There
have been various ways by which brand has been able to get in touch with their customers. These

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are known as brand touch points. Touch point has been the interface of product, service and
brand with customers and stakeholders for raising their awareness in the market. It has been
considered with the brand touch point model as it might help in increasing brand awareness as
customers notice brand before buying decisions. The touch point model has been helping
analyzing all pre-buying, during buying and post-buying experiences.
Figure : The Marketing Spiral Model
(Source: Khamitov, Wang and Thomson 2019)
It has been important for taking into consideration about the brand touch point model as it has
been helping in increasing brand awareness as customers have been noticing brand before buying
decision. As suggested by Mody and Hanks (2019), a new model has been derived from different
interactive technologies and altering consumer behavior. Busser and Shulga (2019) discusses

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about behavior of customer can be explained by a spiral model that helps in beginning with an
interaction and spiral extends itself, the more the consumer gets engaged to brand and product.
The cycle proceeds from interaction to engagement, then to participation, conversation and
affinity to community. In case a customer accepts characteristics of brand, the customer will
commit and engages with the brand. Mody, Hanks and Dogru (2019) indicates that customer
contact with brand that is happening through a digital touch point. Customer used to gather
knowledge about particular brand from friend and family. As commented by Sop and Kozak
(2019) customers have been the most important part of stakeholders. They help in enhancing
brand awareness. Therefore, brand awareness has been connected with brand loyalty as satisfied
customers help in spreading the word of purchasing specific brands by method of word-of-
mouth. The awareness of brand have been increased. Word of mouth has been playing an
important role in awaking people with particular brand. According to Fernandes and Moreira
(2019), consumers used to get to know about brands with the help of conversation with other
customers and individuals. This create motivation among customers to purchase products from
brand. As argued by Han et al. (2019), loyal customers of brand have been willing to pay higher
process and are less price sensitive. Reputation has been the strongest determinants of the
sustainability of any company. Reputation has been formed from the stakeholders of company
perception. Reputation helps in creating trust among customers regarding the quality of products
and services of the company in the market.

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Figure: Brand Awareness Model
(Source: Created by author)
The above model proposes that brand managers have been working for enhancing purchase
intentions and quality for attracting more customers. As commented by Adegbuyi, Akinyele and
Akinyele (2015), checking has been used for isolating one things from another. It has been a mix
of different things with specific character that urges in adding characteristics to the thing.
Checking has been a noteworthy bit of undertakings done by relationship in the market. As
indicated by research done by Ahmad, Ahmad and Bakar (2018), 74% of associations includes
little scale business. Regardless, a lot of them are not prepared to get to their stamping in the
market. By far most of individuals by and large in Ireland does not consider various privately
owned businesses in the country. As commented by Chadwick and Piartrini (2019), stamping has
been both social and monetary create. In the viewpoint on fiscal form, brands have been
concentrating both displaying and cash related perspectives. In the point of view on social form,
brands have not grasped inferable from the educational research in the area.
As research done by Hwang, Baloglu and Tanford (2019), the path toward stamping has been
based on isolating items and adventures from its adversaries. Checking has been going about as
an assurance of consistency and nature of buyers in the market. It has been the evident favorable
circumstances of customers that used to offer by associations in the market. Business affiliations
have been scanning for their stamping of things and organizations in the market to expand high
grounds in the market over their adversaries. Xi and Hamari (2019) commented that objectives
of stamping has been established on the advancing framework sought after by the business
affiliation. The brand estimation of these associations have been low in the market on account of
which unmistakable these associations are not prepared to expand high ground in the market.

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These SMEs expect a critical activity in the economy of the Ireland. Most of the associations in
the Ireland are little scale arranged in the market. Thusly, privately owned business part ought to
be improved in the market with the objective that they can contribute more in the country
economy. In any case bits of knowledge exhibits that there have been augmentation in the salary
of SMEs in the market. Brand need to address association character, picture and focus capacities.
The principle issue talked about in the research has been identified with scaling up brand
consciousness of little scale organizations in the Ireland (Poorrezaei, Pich and Resnick 2019).
There have been increment in the quantity of SMEs in the Ireland. As talked about SMEs have
been contributing a great deal to the country's economy. Thusly, SMEs have been assuming a
significant job in the economy of the country. In any case, SMEs have been confronting
challenges in keeping up their business in the market. Private companies are not ready to pick up
brand mindfulness in the market because of their little size (Burns 2016). In this manner, this
exploration will initially discover the present condition of private companies in the market of
Ireland. Furthermore, the issues looked by the private ventures identified with their image
mindfulness in Ireland. The research will give procedures to improve brand familiarity with
independent ventures in Ireland.
As remarked by Adegbuyi, Akinyele and Akinyele (2015), marking has been utilized for
separating one items from another. It has been a blend of various items with particular character
that encourages in adding qualities to the item. Marking has been a significant piece of tasks
done by associations in the market. According to research done by Ahmad, Ahmad and Bakar
(2018), 74% of organizations involves little scale business. In any case, lion's share of them are
not ready to get to their marking in the market. The vast majority of people in general in Ireland
does not think about numerous private companies in the nation. As remarked by (), marking has

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been both social and financial develop. In the perspective on monetary build, brands have been
concentrating both showcasing and money related points of view. In the perspective on social
build, brands have not comprehended inferable from the scholastic research in the region.
As research done by Baskar, Ganesh and Kiran (2019), the way toward marking has been
centered on separating products and ventures from its rivals. Marking has been going about as a
guarantee of consistency and nature of purchasers in the market. It has been the apparent
advantages of clients that used to offer by organizations in the market. Business associations
have been searching for their marking of items and administrations in the market to increase
upper hands in the market over their rivals. Hitt, Ireland and Hoskisson (2012) remarked that
goals of marking has been founded on the promoting system pursued by the business association.
The brand estimation of these organizations have been low in the market because of which
distinctive these organizations are not ready to increase upper hand in the market. These SMEs
assume a significant job in the economy of the Ireland. The majority of the organizations in the
Ireland are little scale situated in the market. Along these lines, private company part should be
improved in the market with the goal that they can contribute more in the nation economy.
Anyway insights demonstrates that there have been increment in the income of SMEs in the
market. Brand need to speak to organization character, picture and center abilities.
2.6 Internet Marketing
Internet has been creating revolution in every individual’s life. It has been changing radically the
way people have been purchasing goods and items from the market. Internet has been allowing
purchasing of goods and items from anywhere and anytime. There have been increase in the use
of smart devices including smartphones, laptops and computers. Customers are able to purchase
goods and items utilizing these smart devices with the help of the internet. As commented by Eid

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and El-Gohary (2013), internet has been growing rapidly over the world. Customers have been
going online all the time and happy as they are able to purchase goods at any time over the
internet. Therefore, internet marketing has been playing an important role in enhancing brand
awareness of SMEs. The massive utilization of the internet has helped internet marketing in
gaining popularity. Digitalization has helped in enhancing marketing over the internet. A brand
can be promoted and gather awareness by various ways on the internet including social media,
websites, blogs and Search Engine Optimization (SEO). A website need to be ranked well in the
Google search results. As research done by Olins (2017), internet can be utilized for
communicating with stakeholders. Internet has been adding benefits to small and medium
enterprises (SMEs). Online websites of SMEs might help in increasing awareness of brand
among individuals over the internet. Stamping has been expecting a critical activity in the
progression of the association in the market. The use of brand worth help with giving a splendid
system in the improvement of free endeavors in the market. The economy if the Ireland has been
established on the SMEs in their market. In like manner, SMEs expect a critical activity in
adding to salary of the country. Different strategies ought to be realized in the market. The brand
arrangement of associations ought to be redesignd to build high grounds in the market.
As research feast by Morrison (2013), SMEs have been taking off goliath enhancements and
duty in the economy of Ireland. The governing body of Ireland has prepared to see SMEs to be
key drivers of the nation's economy. The Irish Times has revealed that Ireland has been home to
230,000 SMEs. These SMEs have contributed over €10 billion to the Exchequer consistently.
Close by this, Irish SMEs have prepared to offer work to in excess of 900,000 individuals in the
country. There have been about 20 SMEs per 1000 inhabitants in Ireland. As to this, the EU has
made 10 benchmarks for supporting the improvement of SMEs in Ireland. These measures are

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Entrepreneurship, Responsive Administration, Finance, Skills and Innovation, Internalization,
additional opportunity, Think Small First and Public Procurement and State Aid and Single
Market Environment.
The standard issue discussed in the research has been related to scaling up brand awareness of
little scale associations in the Ireland. There have been augmentation in the amount of SMEs in
the Ireland. As discussed SMEs have been contributing a lot to the nation's economy. In this
way, SMEs have been expecting a huge activity in the economy of the nation. Regardless, SMEs
have been standing up to difficulties in keeping up their business in the market. Privately owned
businesses are not prepared to get brand care in the market on account of their little size (Burns
2016). Thusly, this investigation will at first find the current state of privately owned businesses
in the market of Ireland. Besides, the issues looked by the private endeavors related to their
picture care in Ireland. The research will offer systems to improve brand recognition with free
endeavors in Ireland.
2.7 Social Media marketing
Social media marketing has been the best way to increase branding of small companies in
the market. Social media has been providing several types of opportunities in the market. Social
media has been providing opportunities for reaching to maximum number of individuals in the
market. Most of the young generations have been active over the social media platforms
including Facebook, Twitter and YouTube (Hirvonen, Laukkanen and Reijonen 2013).
Therefore, it has been recommended to use social media marketing for enhancing brand
awareness of small scale businesses in the market. Social media has been becoming mainstream
way of communicating with individuals and stakeholders in the SMEs. Most of the customers
have been online over various social media platforms that create an opportunity for SMEs to

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connect with customers. SMEs need to enhance their marketing strategies over social media
platform. This help in reaching out to huge number of customers at a time. Facebook and
Twitter have been two most engaged social media platform in the market. Therefore, SMEs
need to focus on these platforms. There have been any innovations in the advertising department
of these social media platforms that have been helping many SMEs to post their advertisements
over the social media platform. Many SMEs have understood power and opportunities of social
media in enhancing brand awareness of the company. Social media has been creating different
types of opportunities in the market. Social media has been a valuable resource for small
business that are looking for drive sales, enhancing brand awareness and reaching out to new
customers (Eggers et al. 2013). The primary goal of SMEs need to be focused on digital
marketing and social marketing that helps in increasing their customer base in the market. SMEs
have a wide options of utilizing social media platforms over the internet. Various advertisements
on social media platforms including Facebook, Twitter and Instagram have been helping in
spreading awareness about products and services of SMEs.
Figure: Social media marketing theoretical framework

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(Source: Seyfang and Haxeltine 2012)
As commented by Christopher and Peck (2012), social media marketing has been enabling
organizations for achieving proper understanding of customer needs for building effective
relationships. Social networking has been helping SMEs for building closer and profitable
relationships with clients and customer. Öztamur and Karakadılar (2014) analyses that
interaction with customers related to fashion brands on social networking sites has focused on
client’s motive for engaging with customers. As remarked by Sharma, Chrisman and Gersick
(2015), online life promoting has been empowering associations for accomplishing appropriate
comprehension of client requirements for structure powerful connections. Person to person
communication has been helping SMEs with numerous open doors for structure nearer and
beneficial associations with customers and client. Adegbuyi, Akinyele and Akinyele (2015)
investigations that association with clients identified with style marks on long range informal
communication destinations has concentrated on customer's rationale in connecting with clients.
The web based life investigation has been using information mining stages, apparatuses and
research procedures for gathering, screen and break down huge measures of internet based life
information.
Brand has been the central generally affiliation cooperate. It has been the specific gadget that
helpers in interfacing with their customers in the market. According to Cawsey and Rowley
(2016), brand has been a conspicuous picture that addresses the possibility of business at the
highest point of the need list. An association's picture is a picture of trust and quality to the
customers of the estimations of association. There have been free endeavors going into the Irish
market that have been urging in promising work to various individuals. Nevertheless, there has
been issue in scaling up their private endeavor in the market. As such, a couple of methods ought

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to be executed in the market with the objective that free endeavors can be scaled up. Checking
has been a noteworthy and imperative bit of the association in the market. The globalization of
the economy has been changing with years. The advancement in competition and natural changes
have been position in the little scaled associations. Associations need to flourish their
fundamental troubles in the market. As research done by Klijn, Eshuis and Braun (2012),
privately owned businesses have been going up against challenges in the market. This
investigation has been done on Irish little scale business to redesign their picture care in the
market. As research done by Costin (2012), procedure of accomplishing a quality brand begins
with evaluating brand crowd and the situation of brad as a top priority of clients. Brand situating
helps in giving a deliberate focus identified with client brand observations and require centered
showcasing activities. The difficulties for administrators has been breaking down brain of buyer
that aides in making their image in the market. The job of brand situating has been winding up
critical to focus on the psyche of clients. The present state of monetary conditions has been
existing on a worldwide dimension have been confronting common difficulties SMEs as of now
defy. SMEs have been powerless in time of emergency because of different reasons including
Down-measuring has been a choices because of its little size, SMEs will in general be less
broadened in their monetary exercises have frail money related structure. The research will give
procedures to improve brand familiarity with independent ventures in Ireland. As remarked by
Adegbuyi, Akinyele and Akinyele (2015), marking has been utilized for separating one items
from another. It has been a blend of various items with particular character that encourages in
adding qualities to the item. Marking has been a significant piece of tasks done by associations in
the market. The financial emergency has begun in 2008, Irish SMEs access to back has turned
out to be progressively constrained. Be that as it may, there have been different government

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BRAND AWARENESS
activities and loaning program. Irish SMEs have been confronting difficulties with drop sought
after of items in the market. Because of this salary of SMEs have been diminishing in the market
and unfit to get to appropriate assets for underwriting everyday costs. The mapping of market has
been a significant piece of the brand situating. SMEs need to examine focused on clients about
their items and administrations. The methodology of brand situating has been founded on
conveyance of administrations and items dependent on interest of the clients in the market. There
has been a key point of view of the brands in the market that aides in keeping up sharp
methodology in the reliance of market cost. Tidd and Bessant (2018) states that brand position
and personality has been helping in furnishing improvement in brand memorability alongside
upper hand. As contended by Grant (2016), the short brand position message has been regularly
mutilated because of complex advertising correspondence process. Numerous organizations have
been associated with conveying brand position message through showcasing process. There have
been numerous organizations associated with conveying brand situating by various showcasing
arrangements including advancements, direct promoting, occasion sponsorship, publicizing,
channel the executives and client relations. These elements of advertising has been re-
appropriating their items so as to pick up position in the market. As remarked by Cawsey and
Rowley (2016), top administration and staffs profit by situating brand. The movement of
adjusting utilitarian advantages for only couple of key properties that aides in explaining
substance of brand and its situation among staffs. Brand situating has been helping in advertising
tasks of SMEs. An all around arranged brand situating helps in holding clients of organization in
the market. It gives cost proficiency and cost sparing impact in superfluous advertising. Renewal
of income streams have been accomplished by repositioning brand in the market. Webb et al.
(2013) proposed that situating system has been ending up adversely related and marking may

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seem depleted among target portion. This will influence income frameworks. A repositioning
procedure will give better approaches for marking items and administrations into new target
fragments. In this way, it helps in breaking down issues looked in past marking methodology and
beating these issues in repositioning technique.

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Chapter 3: Research Methodology
3.1 Introduction
The methodology of research as a part of the chapter defines the most appropriate way
adopting which one can achieve the detail and complete the desired goal. According to Veal
(2006) concepts and theories adopted in the process of research helps in a thorough
understanding of the topic of research. Implementation of research methodology supports an
understanding of the adopted procedure in discussing the particular analyze of consumers’
branding roles and decision making in the procedure. However, Levine (2005) find out that the
detail process that is adopted in methodology could lead to some common errors which may lead
to limiting the process within the research. Besides that, the author gave an effort to implement
each detail procedure of the methodology that gives better comfort in analyzing the influence of
the company’s branding in the decision-making process of the customers.
3.2 Method Outline
In this chapter, a research technique related to successful analysis of the branding and the
influence of it in the decision-making process of the customers will be discussed referencing the
company. The selected philosophy of research is positivism, which enables the comfort to gain
information created based on proper evaluation and logic. Further, an approach in a deductive
way will permit the researcher of the paper to conduct the secondary source based study which
will help in explaining the behavior of customers and the branding influence on customers in a
better manner. Applied and used concepts of the researcher in detail which will lead to
explaining the impact of the research could be derived from the descriptive design. Application
of secondary and primary source of data helps in thoroughly explaining the topic of research in

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detail as well as a quality study. 5 managers, 55 customers will be involved as a sample size for
the particular research topic.
3.3 Method Philosophy
In this methodology, the application of the philosophy of the research helps in selecting a
suitable way to acquire the features of a topic of research. According to Cameron (2009)
philosophy that is used in research supports the researcher is assuming at the time of attempting
the topic of research. However, the process of thinking for evaluation of a topic varies
accordingly for which there should be a proper selection of philosophy of effective research with
proper alignment. Epistemology as a part of philosophy has some common forms and boards,
which are realism, positivism, and interpretivism.
A subject of philosophy- Positivism helps to apply the logic that enables to scientifically analyze
the facts which are hidden and information. Although the scientific method dominates
positivism, it tries to dismiss metaphysics to enable the collection of knowledge and observation
in detail. Interpretivism- that is a node of epistemology enables the feature to support the
complex-structure concepts which are involved in the social world of management and business
activities. According to Veal (2006) interpretative study goals at explaining the objects with the
concept of natural law, which discards the scientific approach to a certain extent. Besides that, a
researcher, who is researching under an interpretative study, use to interpret the research results
and data to meet the need of the research. The mixed approach the two is known as realism
which contains the characteristics of both. Realism explains the implementation of beliefs and
supports the study of human interaction with realities.
3.3.1 Justification in support of the chose Philosophy

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Positivism that is applied in researching of the current topic supports in better explaining
of the information related to customers’ buying process and the facts which are hidden and the
part of branding in it. Realism and interpretative study was cut off as the study was time-limited
in nature. Further, the act of selection of the positivism philosophy tells in limiting the role of
researcher in evaluating and manipulating the data, which is used to lower the amount of errors.
3.4 Approach of research
To reveal the format of the study that is conducted it is required to approach the study of
the topic. A research topic could be analyzed in two ways – inductive or deductive. The
researcher uses the inductive approach in the initial phase to acquire the observation that helps in
finding information which is relevant and creates a research path accordingly. According to Finn
et al. (2000) the inductive approach is used to build up a new theory about any topic. Practical
applications related to the theory, which supports to access the research paper’s concept is
achieved through a deductive approach. Deductive theory results in the building of more
specified theory and data-analysis concepts. The selection between the two research topics is
based upon the nature and type of the research topic and study.
3.5.1 Justification for selecting the chosen approach
In this research, the approach will try to explain the keys and concepts, which are related
to decision-making process of the customers is support of several theoretical knowledge. Model
of behavior of consumers’ buying demands for a section between those approach which can help
in better understanding in a much clean and precise manner. As there is no use of new theories or
concepts by the researcher, inductive approach is failed to be implemented in this case. Further,
branding as a key role in decision making of the customers helps in explaining the concepts in
more precise manner.

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3.5 Research Design:
According to Saunders et al. (2009) the design of research helps to explain the framework
of the topic of research which further supports in the pattern selection of the collection and
analysis. Data collection process in consist of a unique type of approach that supports in better
explanation of the design. There are three types of design that are used in research pattern of the
academy- explanatory, descriptive and exploratory.
Figure 9: Type of design
Exploratory design support the researcher to acknowledge several kinds of thoughts and ideas
which is needed to achieve the aim of the research paper. This type of design explains the
occurrence of events or incidents and effect related to the happening. For the lack of cause-and-
effect relationship explanation, a research gets limited in term of penetration details. Lastly, this
type of research process aim to identify the occurrence of events with precise details with proper
description.
3.6.1 Support to the selected design:
As the topic of study do not supports longitudinal study, it wasn’t possible to apply
explanatory in this scope of research. Besides that, descriptive design allows to define the
detailed application process of influencing the buying decision of customers, through branding.
Depending upon those influences the practice of descriptive study is adopted to study about the
topic.
Exploratory DescriptiveExplanatory
Research Design

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3.6 Procedure of data collection
Data are marked as one of the most useful key for better studying the topic of research
with details, which are a collection of facts and information. According to Veal (2006) accurate
results could be derived with the help of the collected data of a research process that enables the
format of the topic of research.
3.6.1 Data Sources: Secondary data and Primary data
Data source helps in penetrating research topic that helps to extract information with respect to
requirements. Primary data and secondary data are two different types of data source which
provides materials that helps to gain details for a specific research topic. Gomm et al. (2000)
explained that, raw data are collected with the help of primary data which may be used as the
need for any research topic. Reliability clarification and validity clarification is needed for the
first hand data. For any type of secondary source, in case to elaborate the research topic data is
required which even helps to study the topic because this includes more data and more
description.
In present study, interaction sessions are included in primary source between the managers and
the customers of the company, which helps to gain information with respect to the objective of
the research. Behind that the sources of literature on the dissertation which is considered to be
the output for the information that is gained from secondary sources. Tools present in the
secondary source include online source and even offline source including blogs, books, journals,
websites, articles and much more.

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3.6.2 Data Techniques: Qualitative data technique and Quantitative data technique
Qualitative data technique is used for recording data that are in narrative form which can be
added for describing the topics of research far better. Bradburn (2004) it is mentioned in case of
qualitative data which helps to add concepts of theory in practical field which even leads in
better understanding on the topic that is not same as quantitative procedure. Besides quantitative
data helps to apply statistical data which is used to record data whose sample size is very large.
In this current study a mixed approach is applied on quantitative technique and qualitative
technique. Quantitative type of research technique for the customers while qualitative technique
is considered for the managers. Data will be collected using both primary and secondary method.
Online journals and articles will be utilized during reviewing different literatures in the research.
There will be online survey done with 100 employees of small business in Ireland. There will be
10 close ended questions included in the survey questionnaire. Face to face interview will be
conducted with three managers of the small business (Ahmad, Ahmad and Bakar 2018). Data
analysis will be dome using mixed method including both quantitative and qualitative data
analysis method. Results will be shown using graphs and tables. Thematic analysis will be done
with the interview results. Three themes will be created with the help of objectives of the
research. The research will follow all the ethical consideration and values that are under
academic guidelines. Data and information will be kept secure and kept under Data Protection
Act 1998.
3.7 Population and the sample:
Population is termed as number of total people, those who are involved directly or even
indirectly or else affected by any content in the process of research. In the current research work,
all the employees and the customers of the company is considered to be in the population present

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in the study which is spread widely throughout the nation, United Kingdom. However it is not
possible for the researchers to consider all the customers with small representation explaining the
population which is considered can even be termed as the sample.
3.7.1 Sampling technique
Sample is used to study branding even its impact falls on the consumer’s process decision-
making which is small by number which suits all criteria for any research topic. Samples
required for the customers is a random type of probity sampling in which there is no criteria in
case of selection is considered. Besides of which the managers of the company was considered
for the sampling technique which have no probity. Taking help from the questions present in
online, the participation purpose they asked the customers in which a survey is done on the basis
of Likert’s scale that is rated ranging between 1-5. Besides of which managers used to interview
on the basis of flexible schedule and flexible timing.
3.7.2 Sample Size:
The size of sample is usually divided by two type of forms for the qualitative type of technique
and the quantitative technique. There are 55 customers of that company who are considered in
case of qualitative type of technique which is of 5 techniques and within them sessions of
interview is taken into account. For the reason, 60 is the size of sample for the research that
include both quantitative form and the qualitative form.
3.8 Ethical considerations:
In the time of methodology of the research, there is a researcher who must follow the conduct
code which helps to identify wrong set of behaviours and the right set of behaviours that is
needed to adopt in the process. In case to analyse the branding role of the process of making

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decisions of the customers the researcher followed some of the ethical considerations which
helps to add standardisation in the topic of the research.
 Data application: By studying the topic, data is gained which helped to understand the
current trend of the behaviour of buying by the consumers and even the process of
making decisions including special reference of the company. Besides any type of
application of the data for commercial purpose must be avoided, in this case the findings
is limited for the purpose of academics only.
 Respondent’s Involvement: It is tried by the researcher to insert none of any influence
from outside at any kind of pressure on respondents to take part in the process of
feedback on the topic of the research.
 Respondent’s Anonymity: It must be noted that no mental harassment or any physical
harassment should not be involved beside the respondents that is the reason the identity
of all the respondents have been concealed according to the requests drawn by the
participants.
Depending to the list which is mentioned above of the ethical considerations, there are the
researcher have tried in maintaining the research ethics that is basic.
3.9 Research limitations:
A research based study which helps to gain the results on the topic that is concerned, which is
allowed for encountering all the lists of the restrictions which is avoidable and can also be non-
avoidable in its nature. Silverman (2005) even commented that there are certain limitations in a
topic of research which is natural even defines all the area including the scopes that are restricted
and even the restricted abilities. In the specific research work, there are certain area found whose
various limitations of the research have enlisted below:

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 Reliability: The process that involve the respondents are not involved with any pressure
or with influence. Beside the customers and the company and the managers of that
company is capable to be biased in the organisation which may effect on the findings got
by the topic of the research. So, various issues which can be related with reliability is
presented within the study.
 Time-Constraint: As the study is cross-sectional in nature, the researchers have
limitations of the time which led towards the study about the work in a very short time.
There are very deep details in the study which were not analysed, the reason behind
which is cross-section which even erupted due to the limitations of the research in case
to study the organization.
 Budget-Constraint: As the budget is limited, there are certain limitations that are faced
by the researchers in case to study the topic. Due to lack in the finance the use of the
SPSS software is also limited, the use of that software would increase the quality of the
analysis including the better application of the statistical tool.
3.10 Time Horizons:
The research topics are of longitudinal nature or of cross-sectional nature, which is dependent on
the time of allotment that is considered in case of research on a specific topic. In the current
research, the study of cross-section is granted which have a time period that is limited, this the
application done in the Gantt chart must be considered in case to easily complete the work of the
research. Saunders et al. (2009) said that the Gantt chart do help in case of segregating the main
tasks following the study structure which helps to complete the topic far better.

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As explained into the table given above, the researcher will also apply the Gantt chart in a
continuous interval, because of which the status according to the regular intervals will be
analysed.
3.11 Summary:
In the present chapter it is described about many tools of research for selection which helps to
analyse the topic. The chapter helps the researcher, as they tried for aligning the study nature
with various present techniques of research, because of which the best methodology of research
can be framed. These are the tools which can analyses more appropriately the concepts for
branding of the decision making of the consumers, this is the process that is emphasized along
references to the company of the retail firm of clothing.
Timeline
Activities We
ek
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ma
y)
We
ek
2
We
ek
3
We
ek
4
We
ek
5
We
ek
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We
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Introductio
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Literature
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Conducting
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Discussion
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Recommen
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Dissertatio
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Chapter 4: Data Findings and Analysis
4.1 Quantitative Analysis
Quantitative analysis has been focusing on primary data collection method. Primary data has
been collected from conducting online survey with 50 employees of SMEs. There are 10 close-
ended questions included in the survey questionnaire.
Question 1: Please specify your gender
Options Responses Responses % Total Respondents
Male 37 74% 50
Female 13 26% 50
Figure 4.1.1: Please specify your gender

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Analysis: According to the table and graph, there have been 74 % of the participants are male
and 26 % of the participants are female.
Question 2: What is your age?
Options Responses Responses % Total Respondents
Below 20 years 10 20 % 50
21-30 years 15 30 % 50
31-40 years 13 26 % 50
41-50 years 8 16 % 50
Above 51 years 4 8 % 50
Figure 4.1.2: What is your age?
Analysis: As per graph and table, 30% of the participants have age between 21-30 years. 26 %
of the participants are between 31-40 years of age. Therefore, it can be analysed that most of the
employees in the company been of young age and have moderate experiences in the field.
Question 3: How many years you have been working in your company?
Options Responses Responses % Total Respondents
0-2 years 14 20 % 50

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3-5 years 10 30 % 50
6-8 years 10 26 % 50
9-11 years 7 16 % 50
Above 12 years 9 8 % 50
Figure 4.1.3: How many years you have been working in your company?
Analysis: According to chart and table, 28 % of the employee are working for the company for
0-2 years. 20% of the employees have been working for both 3-5 years and 6-8 years in the
company.
Question 4: Are you satisfied with marketing strategies of your company?
Options Responses Responses % Total Respondents
Yes 29 58 % 50
No 21 42 % 50

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BRAND AWARENESS
Figure 4.1.4: Are you satisfied with marketing strategies of your company?
Analysis: As per graph and table, 58 % of the participants have been satisfied with marketing
strategies of company. 42 % of the participants have been not satisfied with the strategies of your
company. Brand has been the focal mostly association work together. It has been the specialized
device that aides in interfacing with their clients in the market. As per Cawsey and Rowley
(2016), brand has been an obvious image that speaks to the idea of business at the top of the
priority list. An organization's image is an image of trust and quality to the clients of the
estimations of organization. There have been independent ventures going into the Irish market
that have been encouraging in promising work to numerous people. Be that as it may, there has
been issue in scaling up their private venture in the market. In this manner, a few techniques
should be executed in the market with the goal that independent ventures can be scaled up.
Marking has been a significant and vital piece of the organization in the market. The
globalization of the economy has been changing with years.
Question 5: Do your company looking for brand awareness in the market?
Options Responses Responses % Total Respondents
Yes 27 54 % 50
No 23 46 % 50

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BRAND AWARENESS
Figure 4.1.5: Do your company looking for brand awareness in the market?
Analysis: The development in rivalry and ecological changes have been position in the little
scaled organizations. Organizations need to thrive their essential difficulties in the market.
Private companies have been confronting difficulties in the market. This exploration has been
done on Irish little scale business to upgrade their image mindfulness in the market.
Marking has been assuming a significant job in the advancement of the organization in the
market. The utilization of brand worth assistance in giving a brilliant methodology in the
improvement of independent ventures in the market. The economy if the Ireland has been
founded on the SMEs in their market. Accordingly, SMEs assumes a significant job in adding to
income of the nation. Various procedures should be actualized in the market. The brand system
of organizations should be overhauled so as to increase upper hands in the market.
SMEs have been rolling out colossal improvements and commitment in the economy of Ireland.
The legislature of Ireland has ready to perceive SMEs to be key drivers of the country's
economy. The Irish Times has uncovered that Ireland has been home to 230,000 SMEs. These
SMEs have contributed over €10 billion to the Exchequer every year. Alongside this, Irish SMEs
have ready to give work to more than 900,000 people in the nation. There have been roughly 20

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BRAND AWARENESS
SMEs per 1000 occupants in Ireland. As to this, the EU has created 10 standards for supporting
the development of SMEs in Ireland.
Question 6: Do your company using social media marketing?
Options Responses Responses % Total Respondents
Yes 24 48 % 50
No 26 52 % 50
Figure 4.1.6: Do your company using social media marketing?
Analysis: The principle issue talked about in the research has been identified with scaling up
brand consciousness of little scale organizations in the Ireland. There have been increment in the
quantity of SMEs in the Ireland. As talked about SMEs have been contributing a great deal to the
country's economy. Thusly, SMEs have been assuming a significant job in the economy of the
country. In any case, SMEs have been confronting challenges in keeping up their business in the
market. Private companies are not ready to pick up brand mindfulness in the market because of
their little size (Burns 2016). In this manner, this exploration will initially discover the present
condition of private companies in the market of Ireland. Furthermore, the issues looked by the

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BRAND AWARENESS
private ventures identified with their image mindfulness in Ireland. The research will give
procedures to improve brand familiarity with independent ventures in Ireland. As remarked by
Adegbuyi, Akinyele and Akinyele (2015), marking has been utilized for separating one items
from another. It has been a blend of various items with particular character that encourages in
adding qualities to the item. Marking has been a significant piece of tasks done by associations in
the market. According to research done by Ahmad, Ahmad and Bakar (2018), 74% of
organizations involves little scale business. In any case, lion's share of them are not ready to get
to their marking in the market. The vast majority of people in general in Ireland does not think
about numerous private companies in the nation. Marking has been both social and financial
develop. In the perspective on monetary build, brands have been concentrating both showcasing
and money related points of view. In the perspective on social build, brands have not
comprehended inferable from the scholastic research in the region.
Question 7: How many posts per week did you expect from your company over social
media?
Options Responses Responses % Total Respondents
1-2 9 18 % 50
3-4 11 22 % 50
5-6 8 16 % 50
7-8 13 26 % 50
More than 9 9 18 % 50

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BRAND AWARENESS
Figure 4.1.7: How many posts per week did you expect from your company over social
media?
Analysis: The way toward marking has been centered around separating products and ventures
from its rivals. Marking has been going about as a guarantee of consistency and nature of
purchasers in the market. It has been the apparent advantages of clients that used to offer by
organizations in the market. Business associations have been searching for their marking of items
and administrations in the market to increase upper hands in the market over their rivals. ()
remarked that goals of marking has been founded on the promoting system pursued by the
business association. The brand estimation of these organizations have been low in the market
because of which distinctive these organizations are not ready to increase upper hand in the
market. These SMEs assume a significant job in the economy of the Ireland. The majority of the
organizations in the Ireland are little scale situated in the market. Along these lines, private
company part should be improved in the market with the goal that they can contribute more in
the nation economy. Anyway insights demonstrates that there have been increment in the income
of SMEs in the market. Brand need to speak to organization character, picture and center
abilities.

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BRAND AWARENESS
The essential goal of item marking has been deals and gainfulness of association. SMEs have
been concentrating on upgrading their image in the market. The authoritative setting of has been
centered on improving brand of their items in the market.
Question 8: Which social media platform does your company focusing for marketing?
Options Responses Responses % Total Respondents
Instagram 7 14 % 50
Facebook 20 40 % 50
Blogs 9 18 % 50
Twitter 7 14 % 50
Others 7 14 % 50
Figure 4.1.8: Which social media platform does your company focusing for marketing?
Analysis: Procedure of accomplishing a quality brand begins with evaluating brand crowd and
the situation of brad as a top priority of clients. Brand situating helps in giving a deliberate focus
identified with client brand observations and require centered showcasing activities. The
difficulties for administrators has been breaking down brain of buyer that aides in making their

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BRAND AWARENESS
image in the market. The job of brand situating has been winding up critical to focus on the
psyche of clients. The present state of monetary conditions has been existing on a worldwide
dimension have been confronting common difficulties SMEs as of now defy. SMEs have been
powerless in time of emergency because of different reasons including Down-measuring has
been a choices because of its little size, SMEs will in general be less broadened in their monetary
exercises have frail money related structure. The financial emergency has begun in 2008, Irish
SMEs access to back has turned out to be progressively constrained. Be that as it may, there have
been different government activities and loaning program. An all-around arranged brand
situating helps in holding clients of organization in the market. It gives cost proficiency and cost
sparing impact in superfluous advertising. Renewal of income streams have been accomplished
by repositioning brand in the market. Situating system has been ending up adversely related and
marking may seem depleted among target portion. This will influence income frameworks. A
repositioning procedure will give better approaches for marking items and administrations into
new target fragments. In this way, it helps in breaking down issues looked in past marking
methodology and beating these issues in repositioning technique.
Question 9: What are benefits of social media marketing regarding brand awareness?
Options Responses Responses % Total Respondents
Flexible 11 22 % 50
Huge Customer
Base
15 30 % 50
Global
Opportunities
9 18 % 50
Fast marketing 11 22 % 50

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BRAND AWARENESS
strategies
Analyze proper
market trend and
demand
4 8 % 50
Figure 4.1.9: What are benefits of social media marketing regarding brand awareness?
Analysis: Brand mindfulness has been assuming a significant job in buyer decision choice.
Among various brand decisions, client chooses brand having the most noteworthy mindfulness in
the market. Brand mindfulness include tryst in the obtaining conduct of clients. Brand
mindfulness have been helping in controlling acquiring conduct of clients in the market. Thought
of brand consciousness of being founded on unaided brand review. The administrative choice has
been rotating around financially savvy nature of business that aides in keeping up a gainful
methodology in the business. SMEs need to center in their image mindfulness that may help in
expanding their deals and benefit in the market. Familiarity with brand among clients does not
rely on in the size of the organization. It absolutely relies on the nature of items and
administrations given by the organization in the market. In this manner, promoting of such
organizations winds up simpler in the market.
Question 10: How to increase brand awareness of your company?

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BRAND AWARENESS
Options Responses Responses % Total Respondents
Planning brand
awareness processes
5 10 % 50
Social media
marketing
11 22 % 50
Brand equity 14 28 % 50
Brand positioning 6 12 % 50
Advertising 14 28 % 50
Figure 4.1.10: How to increase brand awareness of your company?
Analysis: Brand mindfulness has been a brand acknowledgment and brand review execution.
Brand acknowledgment has been identified with capacity of client for affirming past introduction
to the brand when provided brand as some insight. Brand mindfulness has been going about as
showcasing idea that are utilized for estimating client's information about presence of brand.
Building brand mindfulness has been helping in guaranteeing potential clients knowing classes in
which brand contends. Brand mindfulness can be referenced as value model and every single
other target of brand.

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BRAND AWARENESS
There have been various advantages of marking for independent ventures incorporating
increment in power request premium costs and expanded piece of the overall industry. Marking
helps in expanding the client base of organizations in the market. The utilization of marking
helps in giving better chance to granting clients about their administrations and items in the
market.
4.2 Qualitative analysis
Qualitative analysis deals with secondary method of data collection including face-to-face
interview. There are three open-ended questions asked to three managers of a SME. Following
are the questions asked. Interview conversations are provided in Appendices.
Question 1: Which social media platform does your company focusing for marketing?
Irish SMEs have been confronting difficulties with drop sought after of items in the market.
Because of this salary of SMEs have been diminishing in the market and unfit to get to
appropriate assets for underwriting everyday costs. The mapping of market has been a significant
piece of the brand situating. SMEs need to examine focused on clients about their items and
administrations. The methodology of brand situating has been founded on conveyance of
administrations and items dependent on interest of the clients in the market. There has been a key
point of view of the brands in the market that aides in keeping up sharp methodology in the
reliance of market cost. Brand position and personality has been helping in furnishing
improvement in brand memorability alongside upper hand. As contended by (), the short brand
position message has been regularly mutilated because of complex advertising correspondence
process. Numerous organizations have been associated with conveying brand position message

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BRAND AWARENESS
through showcasing process. There have been numerous organizations associated with
conveying brand situating by various showcasing arrangements including advancements, direct
promoting, occasion sponsorship, publicizing, channel the executives and client relations. These
elements of advertising has been re-appropriating their items so as to pick up position in the
market. Top administration and staffs profit by situating brand. The movement of adjusting
utilitarian advantages for only couple of key properties that aides in explaining substance of
brand and its situation among staffs. Brand situating has been helping in advertising tasks of
SMEs.
Question 2: What are benefits of social media marketing regarding brand awareness?
SMEs need to center in their nature of items and administrations in their separate fields. This
assistance in upgrading the mindfulness identified with brand in the market. Brand mindfulness
have been basic dimension of promoting of organizations in the market. Be that as it may,
mindfulness speaks to most minimal end of continuum of brand learning that degrees from
straightforward acknowledgment of brand name of exceptionally psychological structure on data.
Brand mindfulness has been the real purpose for a shopper purchasing conduct in the market.
Brand mindfulness builds probabilities of picking a particular brand. Brand mindfulness has been
an incessant decision of encountering clients of new assignment. There have been any
developments in the publicizing division of these online networking stages that have been
helping numerous SMEs to post their commercials over the web based life stage. Numerous
SMEs have gotten power and chances of internet based life in improving brand familiarity with
the organization. Web based life has been making various sorts of chances in the market. Web
based life has been a profitable asset for independent venture that are searching for drive deals,
improving brand mindfulness and contacting new clients. The essential objective of SMEs

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BRAND AWARENESS
should be centered on advanced promoting and social advertising that aides in expanding their
client base in the market. SMEs have a wide choices of using web-based social networking
stages over the web. Different commercials via web-based networking media stages including
Facebook, Twitter and Instagram have been helping in spreading mindfulness about items and
administrations of SMEs.
Question 3: How to increase brand awareness of your company?
Advertising speaks to a huge test for proprietors of SME's. Consumes (2016) accept this figure is
75% of SME's. Anyway a portion of the focal points innate in SME's can be utilized to expand
piece of the overall industry and marking adequacy. These favorable circumstances incorporate
adaptability, speed of response and an eye for circumstances. A brand helps in collaborating with
impact on customers, workers and different partners. There have been different ways by which
brand has had the option to connect with their clients. These are known as brand contact focuses.
Contact point has been the interface of item, administration and brand with clients and partners
for bringing their mindfulness up in the market. It has been considered with the brand contact
point model as it may help in expanding brand mindfulness as clients notice brand before
purchasing choices. The touch point model has been aiding breaking down all pre-purchasing,
during purchasing and post-purchasing encounters.

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BRAND AWARENESS
Chapter 5: Conclusion and Recommendations
5.1 Conclusion
It has been significant for thinking about the brand contact point model as it has been helping in
expanding brand mindfulness as clients have been seeing brand before purchasing choice.
Another model has been gotten from various intuitive advances and modifying buyer conduct.
Conduct of client can be clarified by a winding model that aides in starting with an association
and winding broadens itself, the more the customer gets drew in to brand and item. The cycle
continues from collaboration to commitment, at that point to investment, discussion and
proclivity to network. In the event that a client acknowledges attributes of brand, the client will
submit and draws in with the brand. Client contact with brand that is occurring through a
computerized touch point. Abnormal state of mindfulness have been causing in creating
exchange to stock brand that aides in inciting high brand accessibility and decision likelihood.
This has been helping in keeping up sharp way to deal with the advancement of business basic
leadership framework in the associations. Brand mindfulness have been using three layer
progressive configuration that incorporate most minimal dimension of mindfulness, brand
acknowledgment, moderate dimension mindfulness, brand review and dependent on requesting
that an individual name the brand in certain item classification. Client used to accumulate
information about specific brand from companion and family. To start with, the purchaser gets
drew in with the brand. At that point, he/she starts to take part. At that point, the customer
expends the brand. After that he/she converses with one another about how incredible the
experience is. By then, they become spokespersons of the brand. The winding grows as the
shopper draws in with more touch focuses.

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BRAND AWARENESS
Clients have been the most significant piece of partners. They help in improving brand
mindfulness. Consequently, brand mindfulness has been associated with brand dependability as
fulfilled clients help in getting the message out of acquiring explicit brands by technique for
informal. The consciousness of brand have been expanded. Verbal exchange has been assuming
a significant job in arising individuals with specific brand. A fulfilled client is sufficient to
advance brand with the assistance of informal method. Purchasers used to become more
acquainted with about brands with the assistance of discussion with different clients and people.
This make inspiration among clients to buy items from brand. Steadfast clients of brand have
been eager to pay higher procedure and are less value touchy. Notoriety has been the most
grounded determinants of the manageability of any organization. Notoriety has been framed
from the partners of organization recognition. Notoriety helps in making trust among customers
with respect to the nature of items and administrations of the organization in the market.
5.2 Recommendation
The above model recommends that brand administrators have been working for
upgrading buy goals and quality for drawing in more clients. The relationship of value and
productivity of brand has been interceded by purchasing aim. Brand supervisors of SME have
been centering in connection among quality and productivity so as to be increasingly beneficial
organization.
Web has been making upset in each individual's life. It has been changing fundamentally
the manner in which individuals have been acquiring products and things from the market. Web
has been permitting acquiring of merchandise and things from anyplace and whenever. There
have been increment in the utilization of savvy gadgets including cell phones, workstations and
PCs. Clients can buy products and things using these brilliant gadgets with the assistance of the

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BRAND AWARENESS
web. Web has been becoming quickly over the world. Clients have been going on the web
constantly and glad as they can buy products whenever over the web. Along these lines, web
promoting has been assuming a significant job in upgrading brand attention to SMEs. The
enormous usage of the web has helped web promoting in picking up fame. Digitalization has
helped in upgrading showcasing over the web. A brand can be advanced and assemble
mindfulness by different ways on the web including web based life, sites, sites and Search
Engine Optimization (SEO). A site should be positioned well in the Google list items. Web can
be used for speaking with partners. Web has been adding advantages to little and medium
undertakings (SMEs). Online sites of SMEs may help in expanding attention to mark among
people over the web.
5.3 Future Work
Online networking advertising has been the most ideal approach to build marking of little
organizations in the market. Internet based life has been giving a few sorts of chances in the
market. Online life has been giving chances to coming to greatest number of people in the
market. The greater part of the youthful ages have been dynamic over the web based life stages
including Facebook, Twitter and YouTube. In this manner, it has been prescribed to utilize web
based life promoting for upgrading brand consciousness of little scale organizations in the
market. Web based life has been getting to be standard method for speaking with people and
partners in the SMEs. The greater part of the clients have been online over different internet
based life stages that make an open door for SMEs to interface with clients. SMEs need to
upgrade their showcasing techniques over online networking stage. This assistance in contacting
immense number of clients at once. Facebook and Twitter have been two most connected with
web based life stage in the market. In this manner, SMEs need to concentrate on these stages.

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Appendices
Appendix 1: Interview with 1st manager
Interviewer: Hello Sir, I hope you have gone through the terms and ethical policies regarding the
interview?
1st Manager: Yes, I have gone through it and I agree with your terms. Please go ahead.
Interviewer: Ok. Let us proceed with this interview. How long have you been associated with
this organization?
1st Manager: Well, right from the start! (Laughs) I and my brother Charles founded this
company in 1996.
Interviewer: During your time as Chief Executive, what are the changes you have seen regarding
the corporate performance of the organization?
1st Manager: Well to be honest, the organization has grown a lot since foundation. We always
had steady and healthy growth in our corporate performance over the years that continue till
now.
Interviewer: Regarding corporate performance, what are the initiatives that you have taken to
increase the corporate performance of the organization?
1st Manager: Look, we always set our targets very high. I personally ensured we deliver the
highest quality products to our customers and in order to do that, I emphasized on employing
highly skilled employees. We also have significant compensation for all the employees who are
working hard to keep up our standards.

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Interviewer: Which social media platform does your company focusing for marketing?
1st manager: YouTube
Interviewer: What are benefits of social media marketing regarding brand awareness?
1st manager: Marketing has been main benefit of using social media.
Interviewer: How to increase brand awareness of your company?
1st manager: Social media has been an important part of enhancing brand awareness of company.

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Appendix 2: Interview with 2nd manager
Interviewer: Hello Sir, I hope you have gone through the terms and ethical policies regarding the
interview?
2nd Manager: Yes, I have gone through it and I agree with your terms. Please go ahead.
Interviewer: Ok. Let us proceed with this interview. How long have you been associated with
this organization?
2nd Manager: Well, right from the start! (Laughs) I was associated with this company right form
beginning.
Interviewer: During your time as manager, what are the changes you have seen regarding the
corporate performance of the organization?
2nd Manager: When I became the Manager, the company was going through some rough phases
due to some false allegations and all that. But within two years, we turned around and had a
significant growth in our corporate performance till date.
Interviewer: Regarding corporate performance, what are the initiatives that you have taken to
increase the corporate performance of the organization?
2nd Manager: We also have significant compensation for all the employees who are working hard
to keep up our standards.
Interviewer: Which social media platform does your company focusing for marketing?
2nd manager: Facebook
Interviewer: What are benefits of social media marketing regarding brand awareness?
2nd manager: Advertising
Interviewer: How to increase brand awareness of your company?

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2nd manager: Training and motivation

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Appendix 3: Interview with 3rd manager
Interviewer: Hello Sir, I hope you have gone through the terms and ethical policies regarding the
interview?
3rd Manager: Yes, I have gone through it and I agree with your terms. Please go ahead.
Interviewer: Ok. Let us proceed with this interview. How long have you been associated with
this organization?
3rd Manager: 7 years
Interviewer: During your time as manager, what are the changes you have seen regarding the
corporate performance of the organization?
3rd Manager: I have been here for 7 years, I have seen all the ups and downs of the company. The
end result is visible to all; we have now gained control over a fair share of the international
market thanks to our continuous improvement in the corporate performance.
Interviewer: Regarding corporate performance, what are the initiatives that you have taken to
increase the corporate performance of the organization?
3rd Manager: We treat our employees as the most important resources of our business. We always
keep track of the performances of the employees and provide them with rewards if they exceed
our expectations.
Interviewer: Which social media platform does your company focusing for marketing?
3rd manager: Facebook
Interviewer: What are benefits of social media marketing regarding brand awareness?

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3rd manager: Well, it has helped a lot in reaching to huge amount of customer.
Interviewer: How to increase brand awareness of your company?
3rd manager: Well, we have been looking for online advertising of our products and services.