Brand Decisions for Vodafone: Research Design and Guidelines

The research article discusses the importance of brand decisions for Vodafone in the Australian telecommunication industry. It covers brand name selection, brand sponsorship, and brand development. The article also highlights the impact of brand image on surviving in a competitive environment and making a unique identity in the market.

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Table of Contents
Introduction:....................................................................................................................................1
Business and research objective:.....................................................................................................1
Research objectives:........................................................................................................................1
Brand Decisions:..............................................................................................................................2
Research design:..............................................................................................................................4
Brand Name Selection:................................................................................................................6
Brand Sponsorship:......................................................................................................................7
Brand Development:....................................................................................................................7
Conclusion:......................................................................................................................................8
References....................................................................................................................................9

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Introduction:
The research article discuss for branding image and value in current market. The article
perspective is to share guidelines and research for service providers in the Australian
telecommunication industries. There are numbers of telecommunication organization held in
Australia, but the Vodafone is the leading telecommunication service across the Australian. The
report is discussing about the brand value and research design about the brand value. The
research article use Vodafone Company to demonstrate actual research design and associate
method to develop brand image. The research article demonstrate the important of brand related
component such as company logo, color, size of logo, photography, dimensional presentation,
taglines etc. These are useful tools to keep connect with customer and keep recognize product
through logo, tagline and aesthetic appearance of brand image. The research article demonstrates
the impact of brand image to survive in competitive environment and make unique identity in
market against leading competitor.

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Business and research objective:
The Vodafone has defined a consistence performance among the competitive market and get
respectful value in Australia. The pioneer of the company is to satisfied customer requirement
and provide best service to keep connect with market. The Vodafone telecommunication services
are leading and growing service among the entire Australian citizen. This is obtain because of
provide best service and customer interaction after product sell (Yuvaraj, 2011).
The business organization has innovative technology which attracts more customers. The
Vodafone have good network coverage area, so they satisfied prime objective of customer.
There is effective communication while using the Vodafone service network. So, basic
requirement have been satisfied by organization, considering large groups of customers (Sangle
and Roy, 2017). As internet services are essential for each customer, the business organization
provides high speed and focus on customer requirement. The business organization provides
effective Service, reliability and transparent deal with customers. So, the customer has faith and
trust about the product and services (Chimhundu, 2016).
Research objectives:
 The research article objective is to discuss for how brand image differ from other
business. What is important of brand decisions?
 Which kinds of service provide to attract customers?
 How company influence the new customer and get respectful approach from new
customers.
 To discuss about company policies, strategy and business plan to develop brand values
 To discuss about strategy used for cover potential customer and marketing tactic.

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Brand Decisions:
In this section, the research article discuss about the important of brand value and influence
toward the customer. This section discuss about different output obtain from the branding and
role for brand decision making. Starting with how organization create brand and discusses the
important of brand from business point of view and customer point of view (Athanasopoulou et
al., 2015). The first step is toward the target audience about the product and service. In this case,
Vodafone looking for large crowd of audience that needs to cover in competitive environment.
The first research question is find target audience that means customer requirement, attraction
toward the product, customer life style, groups of customer, what is most require in product,
develop brand image and brand video among the customers.(Yuvaraj, 2011).
From above research, the business organization covers large audience by priority from product.
As the young people, businessman and students prefer high speed internet service and
availability of service. So, the organization make sure about the customer would get best speed
of internet. So, this is first priority for organization to satisfied customer requirement.
Further, what is company looking for and passionate for the product. That means vision and
mission about the company. The mission and vision statement define the purpose of business
toward the target audience. That includes the business logo, tagline, and massage and product
personality (Chimhundu, 2016).
The Vodafone telecommunication service tagline “Power for you” and “The future is exciting for
you? This tagline is making different from other business and make attraction point in
competitive environment in telecommunication market. This tagline focus to all types of youth,
business organization, all generation and businessperson also. The company builds the
reputation through tagline brand images (OesantyOetojo, 2015).

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The business logo helps to do marketing and make brainwash by marketing tactic. The business
logo effect to publish product, make more aware about the product and keep continuous
connection with customer. As the current customer will connect for long time, they will get
reliability from service and the recommends to their friends, family and other group members.
The product key massage and digital video presentation through media channel is key aspect to
connect with people. The social media, communication channel and internet source useful for
making strong brand image among the target audience. From the social media, the business
organization can cover more groups of customer directly. The business organization share new
product and service directly to customers (Grodem, 2014). With the helps to social media, the
company can deal with customer directly and make effective communication about product value
and brand. The social media is fastest way to cover huge groups of people in short time, as one
customer connect with product or service through social media it will share and comment about
the product. They require group will direct connect with product or service through social media
platform (Avlonitis, 2015).
Similarly, there is negative side social media as well with considering brand image and value of
company. The social medial keeps connect people, make direct contact with customer, the target
audience can cover easily, product sell frequently, best platform to promote product but at the
same time, this will make disaster for organization as well. The customer give feedback through
like and comment. The negative comments make huge impact for the product. This image will
share in entire circle of customers who connect with organization through social media. The
customer also recommend product in negative way also. The entire group of customer may
refuse or reject product recommendation to the friends and family further. This will cause of
disaster of entire company as well.

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A large, medium size or any start up need strong brand style that means size of logo, placement,
color palette, typography, fonts, iconography, photography and web elements etc. The business
organization has unique logo which differs from other competitor as well. The organization
needs have optimum size of brand logo which contains short description, highlight and
photography which attract people and that image should stick in mind with customer. The
business product should know from image and create that scenario, so people will recognize
directly from image only. The Vodafone have unique feature, image and iconography which
attract people. The marketing manager does not need put more effort to publish product (Hu,
2016).
Develop brand massage and elevator pitch that means the business organization tells the
customers what the business product is. The massage delivers in terms of what you are, who you
are, and what customer’s offers, why customers and people should take care. The brand image
and message provide opportunities to communicate on the human level and create platform for
making direct emotional connection with the customers. That means, creating basic and
understandable language which frequently striking with the emotional attachment, the brand logo
make simple and clear which highlight about the brand value.
The competition is big challenge for any business or band value. The customers are king of
market, so they would like to purchase or engage with that product only which should be
beneficial for them only. That means, the customer will change frequently as per their desire and
attraction. In order to stick with the brand and company product, the business organization took
step toward the customer engage with service and product for long time (Shirkouhi, 2013). The
Company needs to experience with real face and test of product which must be good and differ
from other product as well. The company should care about the conversational voice in the

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communication, share behind the scenes which was not cover during advertisement campaign.
Experience about true stories and real life experiences, share your product and services as
quicker as possible.
The brand building process must never stops in order to keep ahead and survive in competitive
market. The organization have to create image about the product in mind that it will never wash
out easily, the customer must not think about the alternative product and service which wash out
current product. The brand image create such a way that customers and client both are comes to
your place to make business relation and personal relation as well (Roy, 2017).
The customers are always looking for new feature and advance technique in existing product. As
innovative technology take part in telecommunication market also, this will change the view
point and attitude of customers. The customer will enjoy with new feature, update version and
latest technology. This will be effective tool to grab huge crowd of customer by providing unique
feature and latest technology. For example, youth and business person are enjoying and requiring
fast internet speed with reasonable price. As recent innovation LTE network which is faster
compare to proviso 3G network. The internet speed is considerable high and people are enjoying
with new mobile application that demands LTE network. This service and innovation will attract
customer. The telecommunication organization must take action, use their brand image and
expand business as possible as they can.
Additionally, the business organization must take care about the advertisement, packaging and
production that need to cover your business logo. In this case, the digital platform ensures that
brand looks everywhere in market. The company should provide unique, original, visual, and
image processing photography and different logo which attract people through logo and images.

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Use social media as much as possible and cover huge customer groups, this tactic is effective and
have great impact in competitive market position (Avlonitis, 2015).
Research design:
In this section discuss the brand decision approach to BHT. The Vodafone Company has to keep
original brand in order to survive in market and to keep business for considerable long time.
The research design use quantitative data approach to know about the brand value and product
impact as per customer point of view (Sharma, 2012). This is primary approach to identified
customer requirement and connects with customer for long time. The qualitative analysis
performs as following; additionally demonstrate the research question about the product. The
basic technique is to perform quantitative analysis to know about customer requirement. The
quantitative approaches are direct interviewing to customers, group discussion, customer
observation, and life style of customer this procedure give correct answer about the product
(Shukla, 2009).
 What is the basic requirement about the product?
 What customer needs most from the product?
 Which things attract more about the product?
 How long customer would like to engage from organization?
 Is the customer needs special treatment?
 Is the product and service reliable for customer and business production point of view?
 Is the product harm customer directly or indirectly?
 Is there any disadvantage while using this product?
 Is the customer recommends the product and service to their friends and family member?
 Is customer gives feedback about the product?

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 Is the organization believe to keep connect with customer after product or service sell to
customers?
These are the useful questions for research and design and obtain brand value. These questions
are useful for brand decision making. Now, the following are demonstrate useful strategy about
branding decision making (Roy, 2017). The brand decision making contain main four parameters
such as brand positioning, brand name selection, brand sponsorship and brand development.
1. Brand positioning :
The brand must be looking forwards to target audience and keep in mind for potential customers.
The brands positioning done through product attributes, benefits, beliefs and values about the
products. The ground level the marketing manager has to position a brand on the product
attributes. The product attributes contain the attraction from brands by customers. It means color,
aesthetic appearance, outlooks, desirable level and limit, fancy parameters, real image and
demonstrates which must not copy by competitor (Jin et al., 2016). The customer only recognize
with the logo of brand, in case there are noting present over the cover of product (Spain, 2015).
For example, the NIKE is the product of sport and people would like to buy and use their product
due to feature of that product. But still, the customer can only recognize product by logo such
NIKE have special logo which have no tagline in product. Still the customer have artificial image
about the product.
Similarly, in this case the Vodafone have special logo which red color that provides uniqueness
in the product itself. The customers can easily identify from logo only.

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Brand Name Selection:
 The brand name is the challenging task for any organization, as for effective
brand name the following guidelines are provided to make easily and different
from other organization as well (Forshaw, 2016).
 The brand name recommends about the product qualities and product benefit.
The brand name indicates reliability and uniqueness about the product. It should
be engage for product only.
 The brand name should easy to pronounce, recognise and remember for the
customer, it should promote product while pronounce and provide guidelines for
product.
 The brand name should distinctive, therefore it must not consume from two or
more similar product.
 The brand name should be extendable. This should extended approach of business
and the business that easily convince to customers.
 The brand name should easy to translate and the organization can provide brand
name by mother tongue which provide first priority of their nation. This strategy
promotes the product and admires nationality about the product (Shukla, 2009).
 The brand name should not under dispute or it must not match with other brand as
well.
Brand Sponsorship:
The product may be promoted as manufactures brand. This will also include the national brand.
The product manufacture can register license and authority on the product sell so no other
organization can copy their product as well (Watson and Forshaw, 2016). The organization can

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take decision according to convince, position and power. It is totally company decision to sell
product directly to customer or sell to reseller who give the product through private branding.
This is also known as the stored brand or distributor brand or organization labeled brand
(Shirkouhi, 2013).
The business organization uses different tactic to develop market in short time period. They
purchase or legalize that brand which covers huge market in current scenario. The business
organization purchase entire company with high price or give reasonable profit to those
organization which is ready to sell entire company (Shah and Sharma, 2012). This way, the
business organization save it times to develop product, cover market, make reliable as current
organization develop image. These all things take considerable time to establish business image
and this will be difficult for new venture to survive in competitive market and earn brand value
with brand image (Shukla, 2009). For example, the telecommunication company hutch is well
known in Indian market and this company has great brand value in local market. The Vodafone
Company purchased Hutch share and get authorized power of attorney of Hutch Company to
increase its market share in the country. In recent time, this telecommunication company known
as Vodafone only. The hutch users are now using Vodafone product only (Grodem, 2014).
Brand Development:
This can be obtaining through three aspect of business brand decision that includes line
extension, brand extension and multi-brand. The business organization can expand business
through developed and well established brand. The company can expand business through joint
venture with other organization and expand business along with that organization as well
(Gautun and Grødem 2014). The business expands through multi-national market in order to
cover huge crowd of customer. The marketing manager tied up with international organization

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for business purpose. As the numbers of users increases, the business expands automatically
(Shirkouhi, 2013).
The businesses can expansion with the help of multi-brand. That means the market have many
different brands for the same categories. In this case, the Vodafone have different plant at
different region as per customer requirement. The brand is same to entire country but the value,
cost and services are differing as the area is different. The brand development is useful tool for
survive in leading market. This will helps and keep balance organization in all condition where
the organization went toward the loss. For example, the Vodafone achieve great success in
Sydney market and at the same time the company product and service is not accepting in New
South walls market. According to past experience, the product service will take place in leading
position if the product keeps in touch with market only. The profit and losses are shared in both
place and company can prevent them by balancing profit and loss. This is the useful tool for
business expansion and business development (Keramati et al., 2016). Additionally, the company
may get different tactic through local market. That means, what is more attraction for customer
in different market such as culture, language, flexibility, cost, services and many more feature
that will add in marketing technique by expanding business in new environment.

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Conclusion:
The research article discuss about the case of leading telecommunication brand in Australian
market. As per research and survey conducted in the above, it is suggest that Vodafone Company
is the leading brand in telecommunication sector. This organization is success at certain extend
to develop brand image still the organization need different brand decision tactic to survive in
competitive market and provide huddle for new start up and business venture in
telecommunication sector.
The research article demonstrate different tactic of developing brand image, customer
engagement, important about the brand, value of brand and necessary step to be ahead in
competitive market as leading brand in telecommunication sector. The research article
demonstrates different aspect of brand decision to survive in difficult market environment. The
social media play important role to develop brand image and for marketing for the product also.

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[Online]. Available at https://www.campaignlive.co.uk/article/vodafones-head-brand-insist-
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