Importance of Brand Identity for Amazon

Amazon Company

Table of Contents
Chapter 1 Introduction.....................................................................................................................3
1.1 Theoretical Background.............................................................................................................4
1.2 Aim and Objectives...................................................................................................................4
Aim..............................................................................................................................................4
Objectives....................................................................................................................................4
Research Questions......................................................................................................................5
1.3 Scope and Importance of Report...............................................................................................5
1.4 Rationale....................................................................................................................................6
1.5 Dissertation Overview...............................................................................................................6
Chapter 2 Literature Review............................................................................................................8
Brand Identity..............................................................................................................................8
Role of brand Identity................................................................................................................10
Methods to improve Brand Identity...........................................................................................12
Chapter 3 Research Methodology.................................................................................................15
Chapter 4 Data Analysis................................................................................................................16
Chapter 5 Discussion.....................................................................................................................42
Chapter 6 Conclusion and Recommendation................................................................................45
Chapter 7 Personal development...................................................................................................50
REFERENCES..............................................................................................................................53
Appendix........................................................................................................................................55

Chapter 1 Introduction
Brand identity is a visible component of brand. There are certain that make the brand
visible in target market are- Logo of company, colours used by company in Logo, identity of
brand and the mind set of consumer about the organization and their services. Brand image is
one of the most important thing for organization (Wheeler, 2017). This is very important for
organization to keep their brand image effective for consumers. Amazon is world's largest online
retail store that provide different type of product and services to the consumers. It is one of the
most famous name around the world. This research will be providing the importance of brand
identity for Amazon in national and global market. Business organization invest a huge part of
their capital in the marketing and promotion process to improve the brand imager of the
company in the global market to get better response from the target market. There is a specific
process is followed by the organization in order to increase their brand awareness in the target
market.
For every organisation it is important to develop a strong brand identity so that they are
able to attract more customers. Also, it helps in growth of business in different market. A brand
is usually identified from several elements that are product quality, price, promotion, etc. It
enables in retaining customers for long time as well. Brand identity is developed through brand
image. The people are easily able to recognise brand from its rivals. It is essential to provide high
quality goods to people. Having a strong brand identity allows in gaining competitive advantage.
Moreover, there are some factors as well due to which brand identity is impacted. Thus,
company has to take effective measures to make sure brand image is improved.
The process of the improving brand image includes various steps that can help the
organization to create better brand value for consumers (Black and Veloutsou, 2017). It is a way
to influence the consumer base to use the services of company to gain improved revenue. This is
all about setting the image ODF company in the particular target market. If the consumers can
identify or recognize the brand just by its logo or name then it is good for their image in market
place. There are a different way's company can use to improve their brand identity in the
international market. In the current time there are many organizations are their which are
providing services and products similar to Amazon. So the market place competition is too high
for Amazon. In current market scenario it is very difficult for company to create better brand
image because the people who are targeted by the company are highly educated, and they are

aware of the current market trends. So this is difficult for company to make positive brand image
in consumer base.
1.1 Theoretical Background
The process business organization use to improve their brand value are focused on the
marketing and promotion of company name and their services (Urde and Greyser, 2016). The
logo of company represent their present in the target market. This is important for organization to
use a logo that is effective to create positive brand image in the market place to get better result
in sales and profit. The design of the logo should be enough creative and attractive to attract the
consumer. The colours, shape, size and other visual elements should be perfect. To attract the
consumers and get positive response from them is most important for company (Kissel and
Büttgen, 2015). The identity of the company is depended on the impression of the company
product and services on the thinking and motivation of consumers. Company can gain different
benefits just by improve their brand image in target market. The process of promotion and
marketing is based on the target market and consumer. There are different ways to identify a
brand. This research work is performed by considering different people who are associated with
the brand identity of company. The role of different stake holders has been analysed in order to
create better brand value for Amazon. Marketing and promotion are two functions that are used
by the organization to improve the consumer awareness (Ambrose and Harris, 2017). The brand
identity of company is depended on the factors like effectiveness of organization marketing and
promotion strategy, quality of product, market positioning of company and innovations of
organization.
1.2 Aim and Objectives
Aim
To Analyse the importance of Brand Identity of organization in the global Market.: A
Case Study of Amazon.
Objectives
1. To develop understanding on Brand Identity and its Importance for Amazon.
2. To understand Role of brand identity in performance of organization.
3. To analyse different ways to improve the brand image of organization in International
market.
4. To learn about the factors that can drive the positive brand image of Organization.

Research Questions
1. What is brand identity and how it is important for Amazon?
2. How the brand identity is related to the performance of organization?
3. What are the ways, organization can use to improve its brand identity in the international
market?
4. What are the factors that can improve brand image of organization?
1.3 Scope and Importance of Report
The research is performed to know the impact of brand awareness on the performance of
organization. There is huge scope of these research for different people who are associated with
organization with their personal interests. This report can be used by the organization to improve
their strategy to improve the brand value of company. Company can use this research to develop
base of their promotion and business policies. These research also can be used by other
companies that are looking for improvement in their marketing strategy to generate higher brand
value in market (Christmann, Alexander and Wood, 2016). The people who are working on
research for this topic can used this research work as base to support their arguments.
Researchers also can use this research to find the research gap for topic. There is a general
preposition is taken in report to develop better promotion strategy to improve the brand
awareness to achieve the long term and short term goals. This is report is also covering the
importance of consumer in order to create effective promotion strategy.
By knowing the consumer review about the organization and their promotion strategy
Amazon can make respective changes in their branding strategy to develop better response from
consumers and deliver the effective information to improve their knowledge about organization.
By this process Amazon can improve their sales (Urde and Greyser, 2015). This research is
important for people in different ways. There are different people can consider this report to read
and use the information provided in this research to get better response from their business.
Students also can read this research paper to develop better knowledge of brand value and brand
identity. This can help them to understand the role of brand identity in performance of
organization. On the basis of this report different people can develop their business and
marketing strategy. Different people are targeted by the organization in order to conduct their
business successfully (Casidy, Helmi and Bridson, 2019). This research will be very crucial for
organization to design their company policy.

1.4 Rationale
The brand identity is most important for organization it is not possible for any company
to get succeed in their goals without considering brand identity and brand value. There are
different factors can affect the performance of organization in national and international market.
These are need to be considered by the organization to generate better result in the global market.
We have selected the brand value and brand identity as research topic because it has huge impact
on the thinking and buying process of the consumer, the brand value of organization can
influence the consumer to change their decision regarding purchase. This is one of the crucial
factor in the performance of organization. That's why I have selected this topic as topic of
research. This research is about how the Amazon is using their brand image to perform business
with effective results in global market. The association of brand image with company
performance is evaluated for Amazon. The popularity of Amazon is analysed to evaluate
effectiveness of Amazon's strategy to improve its brand awareness in particular market.
1.5 Dissertation Overview
The dissertation is consists of different chapters which are covering different topics that
includes different type of information about the topic. In the introduction chapter the brief over
view of the research is provided. The background of topic and organization is providing
importance of the brand identity and organizational performance. The scope and importance of
research work is provided in the report, where the scope of research for business organization,
other researchers and student is explained. The research questions are also provided in the report
which are considered as the base of research work. Rationale is also explained in the introduction
to make to clear why these particular topic is selected for the research. The chapter two is
providing brief information of the research topic from opinion of different authors. The literature
review is based on different themes which can explain the role of brand identity for the
performance of organization. The role of brand identity and its importance is supported from
point of views of different authors. There are different processes and methods which are
mentioned in the literature review are considered and various processes to make effective reach
to the consumer also explained in the literature review. The whole process of developing better
policy and methods are considered in the research which are suggested by different authors.
There are different methodologies are used in the research. So a brief review of all
methods and approaches has been provided in the research methodology which is explained in

chapter three. In research methodology of the approaches of data collection and analysis are also
explained. Further in research data analysis is performed on the basis of information collected
through different procedures. On the basis of data analysis proper conclusion and
recommendation are given in chapter four. The chapter 5 is brief discussion of whole report
which is discussing the research work and evaluating it for organizational implementation.

Chapter 2 Literature Review
Chapter Introduction
This chapter is highlighting the brief overview of brand and brand identity on the
performance of organization (Orth and Malkewitz, 2015). The purpose of this chapter is to
identify the importance of brand identity of Amazon and how it is related to the performance of
organization in the market place. Brand identity include many goals of organization that includes
the consumers in the process. This is difficult for organization to manage the brand value in the
international market. From the views of different authors brand value and its importance for
organization will be evaluated.
This will provide brief overview of the topic and help the company to gather different
type information about the topic (Ng, 2018). This literature review if all about the brand value
and its importance for company. There are different practices are performed by business
organization to know the importance of high brand value. This literature review is based on
certain themes, that are related to the particular topic of the brand identity and its importance for
organization.
Themes used in this literature review are- brand identity and its important for
organization, the relation of brand identity for the performance of the organization, the
alternative ways company can use to improve the performance of the organization by improving
the brand identity of company in the market place and which are the factors can drive the brand
identity of company in the global target market (Watkins and Lee, 2016). By this classification
of themes a better knowledge can be developed to take particular action for the increasing the
brand awareness in the market place. This is how the whole study will be performed in this
chapter.
Brand Identity
Andreea, (2018) said that the brand identity is the element of organization which reflect
the presence of the organization in the particular market. There are certain factors that leads to
identity of organization in the market place. Company use their property to show their presence
in the market place. For example the logo of company, name of company, posters banners,
transportation and product. All the factor that represent the presence of organization in the target
market are associated with the action of the marketing department of company. This is the role of
marketing department to improve the brand awareness of organization. By improve its visibility