Brand Enhancement Strategies for Market Leaders

This assignment delves into enhancing the brand of a company with a good market reputation but struggling due to rising competition and declining sales. The focus is on developing effective brand enhancement strategies to revitalize the brand, increase sales, and improve profitability. The provided text suggests a research-based approach, citing relevant academic sources on brand equity, image, consumer behavior, and corporate social responsibility.

Identify the Impact of brand image
on customer purchasing behaviour: A
case study of Burberry retail fashion
retail UK.

TABLE OF CONTENTS
TASK 1......................................................................................................................................3
1.1Title:..................................................................................................................................3
Introduction............................................................................................................................3
Aim:........................................................................................................................................3
Objectives...............................................................................................................................3
1.2 Rationale..........................................................................................................................4
1.3 Literature review..............................................................................................................4
1.4/D3 research methodology................................................................................................6
1.5/D2 Gantt chart..................................................................................................................7
TASK 2......................................................................................................................................8
2.1/ M2 Resources used for carrying out the research...........................................................8
2.2 questionnaire....................................................................................................................8
2.3/M3 tables..........................................................................................................................9
TASK 3....................................................................................................................................10
3.1 and 3.2............................................................................................................................10
3.3/M1 recommendations.....................................................................................................14
Areas for further consideration............................................................................................14
CONCLUSION........................................................................................................................14
REFERENCES.........................................................................................................................16

TASK 1
1.1Title:
Identify the Impact of brand image on customer purchasing behaviour: A case study
of Burberry retail fashion retail UK.
Research background
Brand has become the status symbol for the entire individual in the society. It is
basically the way through which the people signify their status symbol to the other human.
Due to this reason, brand image is considered as an important component in making the
purchasing decision regarding the product (Sasmita and Mohd Suki, 2015). In this report,
Burberry has been taken which is one of the most famous fashion retail stores and it is one of
the most popular brands among the teenagers. As if the brand has positive image in the
market then the consumers will easily purchase the product but if it does not have recognition
then the purchasing decision will be affected negatively (Burberry Group PLC (BRBY.L).
2017). Main research is raise of high competition has affected the companies. Individuals
have wider choice of selecting products and services so the rate of sales and profitability is
getting affected. This report will help to identify the impact of brand image on the consumer
purchasing behaviour with the context of Burberry organization.
Aim:
Impact of brand image on customer purchasing behaviour: A case study of Burberry
retail fashion retail UK.
Objectives
 To evaluate the impact of brand image on the customer purchasing behaviour
 To assess the importance of brand image of Burberry on the customer purchasing
 To analyse the relation between the brand image and the purchase decision of
customer
 To recommend different methods to Burberry for enhancing brand image of the
organization.
Research questions
 What is the impact of brand image on the customer purchasing behaviour
 What is the importance of brand image of Burberry on the customer purchasing

 How brand image is related with the purchase decision of customer
 What are the ways through which Burberry can enhance brand image in market
1.2 Rationale
With the increasing brand consciousness among the individual, the first thing which
comes in mind at the time of purchasing the product is brand. It is the perception of the
individual that if the brand is famous then the goods will also be good. The competitors in the
fashion retail industry are increasing which is directly affecting the sales and revenue of the
Burberry organization (Horng and et.al., 2012). So for competing in the retail fashion store,
the organization required to focus on brand image as this will help the firm in retaining the
customers and assist in sustaining in the market. As Burberry is a good brand and its products
are famous among the teenagers so by focusing on the brand image it can easily lure the
customer and attract them to buy their products. On the other hand, as the brand has become
the status identify and status symbol so it is required by the Burberry to emphasize on the
brand image. The customers today are not price sensitive they want branded products which
have good reputation in the market. So this study is carried out to identify the impact of
brand image on the customer purchasing power so that Burberry can make its brand strong to
increase the sales and revenue of the firm (Naidoo and Ramseook-Munhurrun, 2012).
Factors that has contributed in selection of research
Main reason for selecting this research is that I have personal interest. I always want
to develop my understanding towards determining the strategies that are applied by
companies to crease brand image. Further, this study will also help me towards future carrier.
1.3 Literature review
In UK as per the statistics and the figures, there are 70% of the individual who are
brand conscious and only prefer the products which are branded. They believe the brand
products are of good quality. There are several ways which affect the brand image in the
customer purchasing behaviour. There are different set of preferences that are made by
people before they make purchases for the product. When these are aspects are satisfied, then
it becomes favourable enough to satisfaction level. It has been said that the customer
behaviour is widely affected by the price or the brand name which is attached with the
clothes.
According to Chen (2010), fashion industry is the area in which the customers do not
purchase the unbranded clothes. They only prefer to purchase the clothes which are famous in

the market. There are customers who purchase the branded clothes because they trust the
brand and they feel that the particular brand products are of good quality (Bhakar, Bhakar,
and Bhakar, 2013). As in case of Burberry, it has established a unique name in the market as
they provide only specific type of design and clothing to their customers. Besides this, the
organization also has a good name in the fashion industry because the products are purchased
according to the needs and demands of the customers. There are people who will prefer to be
conscious towards the price. It is always considered that when the price of product is high,
then the quality is also considered to be high. When the brand image is high within the ming
of customers, then the trust they have on it also high. According to Wu, Yeh and Hsiao
(2011), the other type of customers are the one who wear the brand because they want a stand
in the society and merely because of the status symbol. So this is the reason, brand image has
huge impact on the purchasing behaviour of the customers. Besides this, as Burberry is the
fashion retail store so the target customers are the teenagers who are fond of brand name so in
this case also they prefer to select this brand.
According to An and Moutinho, (2011), brand image is directly related with the
customer purchasing behaviour of the individual. This is because with the prestige brand
name, the customer perceives that it will be of high quality and the product will be good. So
before gaining information of the particular brand they buy the product. In this case, it can be
said that brand image is related with the customer decision making process. According to
Aaker and Biel (2013), brand image plays crucial role in UK because most of the fashion
retail brand are originated from there only and according to their culture they emphasize on
wearing branded products. Further, it is considered as the fashion hub so in this case only,
they feel that if the products are not branded then it will be of inferior quality so for this
reason also they do not buy the clothes.
According to Chan, Leung Ng and Luk (2013), another reason for the influence of the
customer purchase decision is the brand loyalty among the individuals. There are certain set
of expectations that people have before purchases are made of the product. When they are
able to meet their requirements, then they are satisfied and they also become loyal towards
the firm. There are individual who are highly brand loyal to the organization. In UK, there are
human who only like to wear the clothes of Burberry as they believe that it is of high quality
and they like everything about the brand. So in this case also it affects the customer
purchasing behaviour of the individual.
According to Blombäck and Scandelius (2013), besides this, brand image is important
for the organization in the consumer purchase decision because it is the tool which is

responsible in purchasing the clothes. In case of Burberry, positive brand image can help in
increasing sales of the firm. Besides this, brand image is important in sustaining in the
market. If the Burberry has positive brand image then it can easily expand their services and
its products in different areas. The target customers will want that their organization should
be established in their country (He and Lai, 2014). With the growing popularity it will easily
attract the users. On the other hand, brand image has importance in consumer decision
making process because the users consider it as the benefit which is attached with the
clothing. The count as an additional feature, this additional benefit encourages them to buy
the products and services. So it can be said that it has direct relation in the customer purchase
behaviour and it is important for the Burberry organization to increase their purchase as well
as sales.
1.4/D3 research methodology
 Research philosophies- Interpretevism philosophy will be adopted in the report. This
is because it is regarded as the best technique which can assist the researcher in
analyzing the data effectively.
 Research design- There are three types of research design which are used by the
scholar. But according to the topic of report, descriptive research design is suitable
because it will aids in describing the topic detail which is useful for getting
appropriate conclusion (Wahyuni, 2012)
 Research approaches- The most suitable approach which will be used in the report is
deductive. For identifying the impact of brand image on the customer purchasing
behaviour can be effectively carried out through this approach. Research methods- There are basically two methods one is qualitative and the other is
quantitative method. For this report, qualitative method is used as this will help the
scholar in getting appropriate data regarding the topic. For carrying out the primary
research, questionnaire is made which will help in getting the accurate as well as
correct result from the respondents (Creswell, 2012). On the other hand, in case of
secondary data, the information will be collected from the books, journals and
different websites. These both methods are used because as this is very broad topic it
will help the scholar is identifying the impact of brand image on the customer
purchasing behaviour. Another research method which will be adopted is the
interview as in this; the respondents will be asked the questions regarded the brand
image.

 Data collection: There are two different methods through which information are
gathered. These are primary and secondary methods. Primary are those methods that
are gathered for the first time and secondary are those which are already gathered by
some other researcher. Among these two the researcher has made use of both primary
and secondary methods. Primary is collected through questionnaire and secondary
with the help of books, journals, online sources, etc. Research technique- In this report, thematic research technique will be used. In this
method, for various questions themes will be made as this will help to effectively
analyze every answer of the respondents. Sampling- For identifying the impact of brand image on customer purchasing
behaviour, 20 customers will be selected. The researcher is required to identify the
effect of brand image so they are the best suited respondents. Limitations- The limitation in the research plan is that the time for carrying out the
research project is less. Besides this, there are many online sources and the journals,
so it is difficult to select as from where more accurate data can be found.
1.5/D2 Gantt chart
Activity/Week 1 2 3 4 5 6 7 8 9 10
Making research proposal
Drafting aims and objectives
literature review
Research methodology
Collecting data through
primary research
Analysing the data
Conclusion
Recommendations

TASK 2
2.1/ M2 Resources used for carrying out the research
In this both the primary and secondary data were used for analyzing the impact of
brand image on the customer purchasing behaviour. For collecting the primary data,
questionnaire is used because through this, the researcher will be able to know the response
of the customer on the question. According to their response they can analyze the data. The
main reason for selecting the questionnaire is that it takes less time for the respondents to
answer the question and further in short they can easily say how they can easily depict their
understanding. On the other hand, another method is the interview method in this, the other
respondents will be asked the same questions but in the interview form. The main reason is
that this method helps in getting the detailed information. In order to complete the project in
effective manner response that is provided by 20 customers are considered. These are helpful
enough to determine appropriate information related with research topic.
2.2 questionnaire
Name:
Age:
Gender:
1. From how many years you are purchasing products from Burberry
0-4years 
4-8 years 
More than 8 years 
2. Do you agree that brand image has huge impact on the customer purchasing
behaviour
Strongly disagree 
Disagree 
Neutral 
Agree 
Strongly agree 
3. Do you think that through positive brand image Burberry can increase the sales and
revenue of the organization
Yes 

No 
4. Why you prefer only branded fashion clothes
Are you brand conscious 
Status Symbol 
Due to quality of the product 
5. Do you think that with the positive brand image Burberry can sustain in the fashion
retail industry
Yes 
No 
6. Do you think that brand image is the main component in the consumer purchasing
behaviour
Yes 
No 
7. What methods can be adopted by the Burberry organization to enhance the brand
image of the organization________________
2.3/M3 tables
Do you agree that brand
image has huge impact on the
customer purchasing
behaviour Frequenc
y
Strongly disagree 1
Disagree 3
Neutral 2
Agree 4
Strongly agree 10
Do you think that through
positive brand image
Burberry can increase the
Frequenc
y

sales and revenue of the
organization
Yes 17
No 3
Why you prefer only
branded fashion clothes
Frequenc
y
Are you brand conscious 5
Status Symbol 10
Due to quality of the product 5
Do you think that with the
positive brand image
Burberry can develop
competitive brand image
Frequenc
y
Yes 15
No 5
Do you think that brand
image is the main component
in the consumer purchasing
behaviour?
Frequenc
y
Yes 16
No 4

TASK 3
3.1 and 3.2
Theme1: Brand image has huge impact on the consumer purchasing behaviour
0
2
4
6
8
10
Series1
From the graph, it can be stated that 10 of the respondents out 20 agrees that the brand
image has huge impact on the consumer purchasing decision. They believe so because they
say that in the fashion retail industry brand is important component in buying the products.
Besides this, they also state that brand acts a tool in luring and attracting the customers for
making the purchase decision. On the other hand, there are 3 of the respondents which do not
agree with this statement because they say that every time it is not necessary that brand image
create impact on decision regarding purchasing because there are also different factors which
are more crucial in purchasing clothes.
Theme 2: Positive brand image can help in increasing sales and revenue of Burberry

Yes No
0
2
4
6
8
10
12
14
16
18
Frequency
Frequency
From the analysis, it can be inferred that majority of the customers says that positive
brand image can increase the sales and revenue of the company. The respondents said that
they buy the Burberry products because of the brand name. The respondents who agreed were
brand conscious so they believed that with the name of the brand, the users can easily make
the decision to purchase the product. On the other hand, 3 of the customers did not agreed
because they believe that for increasing the sales and revenue the company is required to
focus on the advertising or different strategy for attracting the customers.
Theme 3: status symbol is the reason for purchasing the branded clothes
Are you brand
conscious Status Symbol Due to quality of
the product
0
1
2
3
4
5
6
7
8
9
10
Frequency
Frequency
From the above graph it can be depicted that most of the individual buy the fashion
clothes because they are the status symbol in the society. In this, out of 20 individual, 10 said

that their decisions are dependent on the brand. As in case of Burberry, they generally select
this organization fashion clothes because they have good brand reputation which help in
making good position in the society. On the other hand, 5 of the respondents say that, they
buy the Burberry products because they are good in quality. Besides this, there are 5 of the
individual who are brand conscious as they believe that there decision making is affected by
brand name because they do not buy the product which are non- branded.
Theme 4: With positive brand image Burberry can develop competitive advantage
Yes No
0
2
4
6
8
10
12
14
16
Frequency
From the above graph it can be depicted that out of 20 respondents, 15 of the
individual believe that positive brand image can develop competitive advantage in the
market. The reason is that with the positive bran image, the consumer will buy the product
which will further help in increasing sales and revenue. On the other hand, 5 of the individual
states that there are other factors which develop competitive advantage as brand image is not
the strong one. So they disagreed with the statement and said that Burberry cannot develop
competitive advantage through brand image.
Theme 5: Brand image is the main component which affects the consumer purchasing
behaviour

Yes No
0
2
4
6
8
10
12
14
16
Frequency
Frequency
From the above graph it can be concluded that brand image is one of the most
important component which affects the consumer purchasing behaviour. Out of 20 individual,
16 agreed that at the time of customer purchasing behaviour, brand image affect the decision.
On the other hand, there are 4 of the individual who states that they do not focus on the brand
image top purchase Burberry products.
3.3/M1 recommendations
It is true that brand image has huge impact on the consumer purchase behaviour
because of many other reasons. But by seeing the present condition, it is required by the
individual to enhance the brand image so that it can effectively increase sakes as well as
develop competitive advantage in the firm. Burberry is required to consistently provide the
quality products as well as render effective services to the customers. By making consistency,
it can easily increase the brand image in the minds of the customers. On the other hand, as it
is the fashion retail outlet so they need to make plan to effectively attract the customers by
their products or the services. The organization can introduce new fashion in the market
which can extensively attract the users towards their brand. Besides this, by developing the
websites the Burberry can effectively communicate with the customers their brand value of
the product.
As per the further research, there are different areas that can be considered. In this
context, it includes research carried on different companies that deliver similar type of
products and services. Further, the type of preferences that are carried out people at different
varies. Consideration can be for researching for other countries.

Areas for further consideration
This topic will help the PhD scholar to get the ideas regarding the impact of brand
image on the customer purchasing behaviour. Besides this, it will be also helpful for the
students who are carrying out the study on this topic because it has detailed regarding the
impact and the effect on the consumer purchasing behaviour.
CONCLUSION
From this report it can be concluded that, brand image is the component which lure
the customer to buy the product. The customers who are brand conscious as well as loyal
focuses on the brand at the time of making the purchase decision. Besides this, another reason
brand image impacts the purchasing behaviour because the customer perceives that if they are
branded then the product will be of good quality. In case of the Burberry it is basically the
status symbol for the customers because it is a luxury brand and has good reputation in the
market. But due to the increasing competition and lowering down the sales, the organization
needs to enhance their brand so that they can increase the sales and profitability of the
company.

REFERENCES
Books and journal
Aaker, D.A. and Biel, A., 2013. Brand equity & advertising: advertising's role in building
strong brands. Psychology Press.
an, X. and Moutinho, L., 2011. The role of brand image, product involvement, and
knowledge in explaining consumer purchase behaviour of counterfeits: Direct and
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Bhakar, S.S., Bhakar, S. and Bhakar, S., 2013. Relationship between country of origin, brand
image and customer purchase intentions. Far East Journal of Psychology and
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Blombäck, A. and Scandelius, C., 2013. Corporate heritage in CSR communication: a means
to responsible brand image?. Corporate Communications: An International
Journal, 18(3), pp.362-382.
Chan, K., Leung Ng, Y. and Luk, E.K., 2013. Impact of celebrity endorsement in advertising
on brand image among Chinese adolescents. Young Consumers. 14(2). pp.167-179.
Chen, Y.S., 2010. The drivers of green brand equity: Green brand image, green satisfaction,
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Creswell, J. W., 2012. Qualitative inquiry and research design: Choosing among five
approaches. Sage publications.
He, Y. and Lai, K.K., 2014. The effect of corporate social responsibility on brand loyalty: the
mediating role of brand image. Total Quality Management & Business
Excellence. 25(3-4). pp.249-263.
Horng and et.al., 2012. Understanding the impact of culinary brand equity and destination
familiarity on travel intentions. Tourism Management. 33(4). pp.815-824.
Naidoo, P. and Ramseook-Munhurrun, P., 2012. The brand image of a small island
destination: the case of Mauritius.
Sasmita, J. and Mohd Suki, N., 2015. Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management. 43(3). pp.276-292.
Wahyuni, D., 2012. The research design maze: Understanding paradigms, cases, methods and
methodologies.
Wu, P.C., Yeh, G.Y.Y. and Hsiao, C.R., 2011. The effect of store image and service quality
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Online

Burberry Group PLC (BRBY.L). 2017. [Online]. Available Through: <
http://www.reuters.com/finance/stocks/companyProfile?symbol=BRBY.L>. [Accessed on 4th
April, 2017].