Brand Promotion and its Impact

The assignment explores the concept of brand promotion and its multifaceted strategies. It delves into the impact of these strategies on consumer perceptions, purchase intentions, and brand loyalty. The analysis considers key factors influencing the effectiveness of brand promotion, such as target audience segmentation, communication channels, and the role of brand community membership. The document also examines the performance implications of retailers' private-label branding strategies and the influence of brand rating dispersion on firm value.

Running head: PRACTICAL & RESEARCH PROJECT
Practical and Research Project
Ulysses Club
Name of Student:
Student ID:
Name of University:
Author’s Note

1
PRACTICAL & RESEARCH PROJECT
Table of Contents
Table of Contents.............................................................................................................................1
1.0 Introduction................................................................................................................................3
1.1 Background................................................................................................................................3
1.3 Research Rationale....................................................................................................................4
1.4 Research Aim:...........................................................................................................................7
1.5 Required Information:...............................................................................................................7
1.6 Research Objectives...................................................................................................................7
1.7 Research Questions:...................................................................................................................8
1.8 Summary....................................................................................................................................8
2.0 Literature Review......................................................................................................................9
2.1 Problem Background.................................................................................................................9
2.2 Concept of Branding................................................................................................................12
2.3 Major Components of Branding..............................................................................................13
2.4 Factors influencing the customer buying behaviour................................................................18
2.5 Impact of brand promotion of consumer behavior:.................................................................19
2.6 Objectives of Brand Promotion:..............................................................................................20
2.7 Consumer behavior and Brand Image:....................................................................................21
2.8 Impact of the Brand Promotion:..............................................................................................22
2.9 Gaps:........................................................................................................................................23
2.10 Summary:...............................................................................................................................23
3.0 Research Methodology............................................................................................................24
3.1 Research Paradigm..................................................................................................................24

2
PRACTICAL & RESEARCH PROJECT
3.2 Research Design:.....................................................................................................................25
3.3 Research Approach:.................................................................................................................25
3.4 Data Collection Process:..........................................................................................................26
3.5 Data Analysis...........................................................................................................................26
3.6 Summary..................................................................................................................................26
Reference:......................................................................................................................................28

3
PRACTICAL & RESEARCH PROJECT
1.0 Introduction
Branding is one of the most fruitful strategies for spreading the product or service
awareness among the customers. Previously, the brand was defined by recognizing the slogan,
name, design, signs or symbols of the company. Moreover, branding was conceptualized as the
fruitful techniques that differentiate the products or the services of the companies from their
competitors. Currently, the branding process is quite complex due to the emerging competition in
the business world (Keller, Dekimpe & Geyskens, 2016). It is even necessary to develop the
ideas about the different types of the branding strategies that are useful for establishing the brand
image. This chapter of the study would concentrate on the brand positioning method for Ulysses
Club to make the customers aware of the usefulness recreational factors for the middle age
people. The club offers the motorcycle ride to the people belong to the age group of 40. The
usefulness of the recreational activities for the middle age people will be specified in this study.
The chapter would also provide the rationale for discussing this research subject. The further
research would include the relevant secondary information and the justified methodologies.
1.1 Background
The Ulysses Club is situated in both Australia and New Zealand, formed for the
motorcyclists over and above the age of forty. This club cropped up in Australia in December
1983, in response to a letter from the present day redundant magazine of Bike Australia editor,
Peter Thoeming (Morandin, Bagozzi & Bergami, 2013). The name ‘Ulysses Club’ was the
proposal of Rob Hall, while Pat Lynch, Rob’s then girlfriend, initiated the motto of the club,
“Grow Old Disgracefully”. Peter Thoeming sketched the “old man” logo that is being still used
as the emblem of the club. The club has made use of the original hand-sketched form of the logo

4
PRACTICAL & RESEARCH PROJECT
that was made by Peter. The club’s introductory meeting was apprehended in Sydney on
December 6th, 1983, when five people who were present in the meeting permitted of the draft
constitution and the Ulysses Club was duly created. This meeting gave birth to a draft
constitution along with the formation of the three primary purposes of the club:
a. In providing ways where the old motorcyclists can get along together for camaraderie and
shared support.
b. In showing through example that motor cycling can be pleasurable and a practical movement
for the riders of all ages.
c. In drawing attention of the private and public institutions to the requirements and opinions of
the older riders.
These unique purposes are being entrenched in the constitution of the club and have till
date remained unaffected. This motor cycling club has been the biggest organization of its kind
having 138 branches within Australia and existing globally in places like Italy, Germany,
Austria, Vietnam and Norway. Furthermore, the partner of the member, who has conquered the
age of forty, may also be divulged as a club member on prior application. Till a member achieves
the 50 age level, he or she is considered to be a junior member of the club, however having full
membership rights along with privileges.
1.3 Research Rationale
This research would take into account the issue of declining membership of Ulysses Club
in Australia and the reasons on why the club is not being able to attract any new members. The
club states it is under no pressure and is in competition with none to increase the members. The

5
PRACTICAL & RESEARCH PROJECT
club has been able to recognize that a few more of the existing clubs have been able to offer
diversified experiences for the riders to select. The closer observation to the current scenario
specifies that the issues are emerging due to the insignificant brand promotions. The service
users requires having the adequate knowledge about the brand and the functionalities of the
services provided by the club. The recreational rides for the middle age people have numerous
advantages. However, if the specifications are not clear the service users, they tend to avoid such
service. The best way of communicating is to put together a newsletter that would be letting the
people know when the organization is planning its next rides, events and other meetings. The
website of the bike clubs needs to be maintained in the best possible way as a mean of
communicating with others. According to Oeppen & Jamal (2014), the success of the motorcycle
clubs is primarily based on attitude. In order to take the member in serious manner, especially the
one at the top, he should prepare himself with a sneer instead of a smile on his face. It is the
attitude and the demeanor that attracts others towards the motorcycle clubs where associating
with one particular group might augment the social status. The lack of effective strategy for
branding is the major determinants that the club has been facing currently. It is essential for the
company to adopt the suitable branding strategy to attract the target customers towards the
service or products (Biedenbach, 2017). It is also necessary to pay attention towards the major
issues that are creating the negative impacts on sales ratio. Accordingly, the relevant strategy
would be selected. The following issues are the probable determinants for the decreasing level in
sales.
A larger group of members of the club has in recent times expressed their concerns at the
serious turn down in the membership of club over a period of three years. The recent official
figures from the club management states that the use of the cycle has been falling as the

6
PRACTICAL & RESEARCH PROJECT
percentage of the adults who ride at least once a month fell to 15 per cent the previous year. The
decline of quite a larger section of the people was marked in Australia and New Zealand. The
bike riding clubs or organizations have been blaming the government for failing to offer ample
funding for the provision for bike riding transportation along with fears of safety on the part of
would-be bikers. The membership of the club did manage to peak up in 2010, figures stating that
28,000 members were at the helm, though it declined in the next few years with figures
suggesting the total under present circumstances is at 16,000 (Biezen, & Poguntke, (2014).
With due regards to the Ulysses club, the decline in the membership has been for reasons
like the termination of the club Newsletter which has been one of the popular journal,
predominantly enjoyed by many who have been the non-riding members. From the period from
2010 to 2015, the club did manage to generate fifty newsletters. However, with few of the
important members leaving the club scene, only five newsletters have been produced in the last
two years. Moreover, it was decided at the AGM that the generation of the Newsletter is not
worth the exertion. Many of the club members on the sudden stop of the newsletters, which was
once deemed popular, have ridiculed this fact. As suggested by some of the top members, one
does not require articles, just the oddments and the one-off clipart that can easily be cut and
pasted from the website of the club.
In every three month’s time, a run list is being shaped and propelled through posts to all
the members of the club who are not having the broadband facilities. The only extra effort that is
being required was in placing a piece of paper into the envelopes of the recipients. It took the
club officials a maximum time of two hours in producing and posting the club newsletter to their
members with the list of the run. At the time when the club was producing so many of the
newsletters during the period of 2012-2013, the club comprised of 85 members who did not have

7
PRACTICAL & RESEARCH PROJECT
the email amenities. It is of no coincidence that following the annihilation of the Newsletter, in
the present scenario there is only less than half the figure of club members without facilities of
email.
Another potential factor that might have resulted in the decline of the club membership is
the decision in removing AUD $6 membership for the non-riders that was popular among many
of the non-riding members (Berry & Wilcox, 2015). This is yet another of those reasons for those
members who no longer are capable in riding with the club, not renewing their association with
the club.
1.4 Research Aim:
The aim of the research is to establish the effective brand image strategies to develop the
proper brand image of motorcycle rides of Ulysses club. The study also attempts to understand
the usefulness of the recreational activities for the middle aged people.
1.5 Required Information:
The information that is being required for addressing the issues that Ulysses Club is
facing would require extensive analysis of both the primary and the secondary sources. The
primary sources would be dealing with the members of the club through one-on-one interviews
and questionnaires containing questions that would be based on the issues and challenges the
club is facing. The secondary source of information would be gathered through club websites
and other related articles over the database.
1.6 Research Objectives
The following research objectives are needed to be taken into consideration.

8
PRACTICAL & RESEARCH PROJECT
 To understand the importance of the branding strategies for increasing the sales ratio of
products and services
 To critically analyze the significance of the motorcycle rides offered by Ulysses Club
 To identify the specific challenges faced by Ulysses Club to increase the profitability
 To present preferable recommendation for attracting more customers and increasing the
sales
1.7 Research Questions:
This research study would take in certain research questions that would assist the
researcher in going along with the paper:
a. What are the issues that are being faced by bike riding clubs like Ulysses Club in Australia?
b. How can the issues faced by Ulysses Club be minimized for it to stay ahead of the
competition?
c. What are the possible recommendations through which new members can be attracted by bike
riding clubs like Ulysses in Australia?
1.8 Summary
The chapter discusses the background of the research issues that have the clear impact on
the business sustainability. The entire research will be conducted by concentrating on the
formulated research objectives and questions. The identification of the research problem would
be analyzed further by collecting the literature-based information in the next chapter. The further
section would discuss the conceptual ideas and theoretical background of the subject matter.

9
PRACTICAL & RESEARCH PROJECT
2.0 Literature Review
The literature study provides the analysis of the theoretical background related to the
subject matter. The study is focusing on the development of the brand image of motorcycle rides
services offered by Ulysses Club for the people belong to the age group of 40. The current
situation reflects that the company has been facing the considerable declines in the sales
parameter due to the ineffective branding. The branding process suggests the development of the
recognizable brand image that can attract more customers and increase the sale ratio Leekha
(Chhabra & Sharma, 2014). The literature study would provide the conceptual analysis of the
branding process. The theoretical background would specify the relevant branding strategies to
develop the image of the product or services. In this section of the study, the theoretical
evaluation related to the branding process would be discussed.
2.1 Problem Background
According to Biezen, & Poguntke, (2014), one of the major challenges that are being
encountered by this motorcycle clubs is the age of the members. In most of the motorcycle clubs,
the average ages of the members has been fifty, and under certain circumstances even sixty. In
the coming twenty years, this clubs would not be having a lot of the members. As per Hung, et
al., (2017), the largest factor of declining of motorcycle membership has been related to the
demographic factor. In this research, a survey was conducted where it was found that the average
age fifteen months ago was stated to be sixty-seven, with over 25 per cent of that population
being over the age of seventy-five.

10
PRACTICAL & RESEARCH PROJECT
As per Everett, (2015), even though the hobbyists pass on, their bikes linger. On previous
occasions, the successive owners have joined the club, substituting the previous owner of the
bike. However, regrettably this tradition is getting lost somewhere. One of the members of a
motorcycle riding club stated that previously the turnover used to be same for the membership,
with some of the new members joining in at the same time or at the augmented rate. However, in
the present scenario, the rates of new members have gone down or are not increasing the way it
used to at one time. According to Berry, (2015), the clubs are keen in finding the source of such
issues and understand the obstacle that lies ahead, taking important steps in combating the
membership issue that is on the decline. This research did take into account the method of
increasing the membership through the benefit of modern technology and the ways of delivering
information in cost-effective ways.
As per Launay & Dunbar, (2015), the Southern Cross Association has been offering
technical resources on the website of its that has been saving their members quite a few dollars,
adding the much required value to the membership due prices. The workshop manuals generally
run upto 1000 pages and for obvious reasons it is costly in printing and mailing of the same, so
the club shifted the whole process online where the members can download it for free. The
internet has been able to bring in the diversion into the households of the potential members;
many such clubs have been seeing this as the value of bringing the hobby off the computer
monitor and onto the streets. According to Fishman, Washington & Haworth, (2014), several
biker association have taken up the initiative in having a youth program. One of the things that
they have been trying to perform is working with the trade schools for introducing antique bikes
and relevant information about them into the prospectus.

11
PRACTICAL & RESEARCH PROJECT
According to Fishman et al., (2015), attracting new members in the club has become one
of the broader initiatives. In one of the surveys conducted within this research, members are of
the opinion that when they joined these motorcycle clubs around forty years ago, it was much
bunged society. However, in the present scenario, a particular motorcycle club is inviting the
members of the other bike clubs to come in, visit them and have an experience. As per Hardiman
& Burgin, (2013), several of the motorcycle clubs have been parking their Ducati sand Ninjas in
the parking lot for the people to see and have a discussion with the owners. According to
Bachand-Marleau, Lee & El-Geneidy, (2012), the bottom line for such an issue and to better the
health of the club is to acclimatize with the needs of the members, through either socializing at
the shows and events and on tours, for attracting new members to the club. As per Ricci, (2015),
social media has been another reason for which the motorcycle clubs operations are being
jeopardized. With the taking over of the social media, people are just going about posting, “I am
riding tomorrow, want to go?” This fact has taken away the requirement and significance of the
pre-planned group rides. People are not showing up for the rides they used to on previous
occasions. As per McKee, (2015), taking up the role of the leaders in this motorcycle clubs are
becoming a hazardous jobs and not much members are showing interest is such factors.
According to Morandin, Bagozzi & Bergami, (2013), the word-of-mouth is not the best
way of communicating the news of the club to its members and to the candidates who are
interested. Therefore the best way of communicating is to put together a newsletter that would be
letting the people know when the organization is planning its next rides, events and other
meetings. The website of the bike clubs needs to be maintained in the best possible way as a
mean of communicating with others. According to Andrews and Shimp (2017), the success of
the motorcycle clubs is primarily based on attitude. In order to take the member in serious

12
PRACTICAL & RESEARCH PROJECT
manner, especially the one at the top, he should prepare himself with a sneer instead of a smile
on his face. It is the attitude and the demeanor that attracts others towards the motorcycle clubs
where associating with one particular group might augment the social status.
2.2 Concept of Branding
Branding is the integral part of the marketing that helps in enhancing profitability
parameter of the company. The effective branding process is the major marketing or selling tool
that creates the total product personality. According to Chovanová, Korshunov and Babčanová
(2017), branding is the conceptual idea that helps in enhancing the service or product image for
making it readily recollected by the customers. Branding creates the significant impact on the
target customers and determines the outlining guidelines to be followed. It is necessary to follow
some of the constant practices to create a long term branding. While spreading the brand
awareness, it is necessary to take some of the concerns into consideration. These concerns are
described further:
 The branding logos should be simple to remember for the customers. People tend to
identify the simple logos that can be easily recognized and eliminate the complex ideas.
 The maintenance of the individuality during the branding process is essential for each
brand. The branding process should consider the individuality that would be helpful
enough in differentiate from the other brands. Keller (2016) implied that the
individualistic brand makes the considerable marks on the psyche of the target customers.
It even influences the purchasing decisions of the customers. Due to such concerns, many
of the MNCs undertake serious action in case of the trademark violations.

13
PRACTICAL & RESEARCH PROJECT
 The safe branding creates the significant impacts on the consumer behaviour. In case of
catering the international audience, it is essential to create the safe brand image before
selling any product. With the help of the safe branding process, the customers become
well aware of the product or service specifications (Aaker & Biel, 2013). In addition to
this, it is also necessary to be cautious about the cultural and regional sensibilities while
developing the effective branding process.
The customer experience depends on the significant branding process in which the company
could decide the future moves (Dergipark.gov.tr. 2017). In usual cases, it is noted that the brand
image is the major focus that the consumers are concerned about while making any purchase of
the product or service. The brand perception influences the purchasing decision making process.
The marketing and advertisement process are the most preferable tools to create the brand
perceptions. The theoretical ideas obtained from the branding process signify several necessary
components. The further study would develop the ideas about the different components
associated with the branding process.
2.3 Major Components of Branding
The brand perception clearly influences the minds of the purchasers. The branding
process thus depends on some of the specific components that are needed to be taken into
consideration. These components are discussed further:
2.3.1 Brand Identity
In the business world of competition, the brands vary the value and power they
command. Some of the specific brands have the strong level of awareness in terms of
maintaining the appreciable recognitions. On the contrary, many of the brands are not much

14
PRACTICAL & RESEARCH PROJECT
known to people due to the insignificant focus. O'guinn et al., (2014) defined that brand identity
is conceptualized as the unique set of brand association that are aspired to become one of the
necessary components of brand strategies. The effective brand identity depends on the authentic
quality that includes the real value and sustainable characteristics for the long run (Knoji.com,
2017). It is thus considered as the insider’s concept of reflecting the decisions made by the
management to define the particular brand.
2.3.2 Brand Image
The brand identity provides the specifications about the brand by including the inherent
features. Moreover, it represents the differentiating values for participating in the competitive
business scenario. The brand image, on the other hand, represents the perspective values of the
customers related to the brand specifications (Huang & Sarigöllü, 2014). The brand image
determines the total sum count of the impressions created for a particular brand on the minds of
the consumers. Brand image specifies the conceptual ideas in which the consumers not only
determines the product specification, they recognizes the bundle of associations, such as
sophistications, wealth, and power (File.scirp.org. 2017). The brand communication can
influence the brand image through ensuring the effective packaging, promotions, advertising,
customer services, and word of mouth. The brand image leads the brand value either upwards or
downwards. The branding process suggests the development of the recognizable brand image
that can attract more customers and increase the sale ratio. While structuring the brand image,
some of the visual and verbal dimensions are added to create a significant impact on consumers’
minds (Luo, Raithel & Wiles, 2013). Accordingly, the customers describe their perception by
understanding the specifications and the benefits availed from the brand. The quick response of

15
PRACTICAL & RESEARCH PROJECT
the customers while asked about any specific brand determines whether the brand image has the
positive or negative outcomes.
2.3.3 Brand Positioning
Brand is generally a part of the value propositions and brand identity. This brand identity
is necessarily needed to be communicated to the target customer. The establishment of the
customer base helps in adjusting the position and participating in the competitive landscape. It is
essential for a brand manager to improve the communicational aspects to create the efficient
execution strategy. The brand positioning statement is the basic beginner of the execution
strategy. This statement generally refers to the exact ‘place’, which is occupied by the brand in
terms of creating impact on customers’ minds. For instance, brand market determines the unique
value of the brand. However, Andrews and Shimp. (2017) explained that it is necessary to select
the target customers at the initial stage before understanding or creating the unique brand
position. The observation of the advantages and benefits of the customers would be much helpful
in structuring the brand strategy and creating the secure and unique position. The exclusive brand
service, brand image, warrantee, and guarantee would be preferable in terms of developing the
effective and unique delivery and brand packaging. While developing the brand position, it is
essential to pay the focus on the following aspects.
 Expectations of the consumers is necessary to be determines to understand the value of
the brand. The brand positioning would be depending on the needs and demands of the
customers (Malik et al., 2013). It is necessary to observe whether the customers are
happy with the brand specifications.

16
PRACTICAL & RESEARCH PROJECT
 The price of the product also depends on the brand image. The highly promoted brands
have the significant influence on consumers’ minds. The comparison of the product
prices among the competitors is signified through the branding process.
 The competitive factor is also a significant part of branding that indicates the benefits and
features of the products that are needed to be offered to the target consumers.
 The analysis of the consumers’ perception is also necessary for ensuring the value of the
products. Establishment of the brand image helps in understanding the needs of the
customers regarding any specific brand value (Keller et al., 2017). The brand positioning
is even concentrating on the unique values of the product or services.
These specific characteristics are the major considerations to be noticed while structuring the
brand position in an efficient way. The brand positioning would be more specific if it satisfies
the needs of the target consumers.
2.3.4 Brand Equity
According to Oeppen and Jamal (2014), brand equity is another integral part of the
marketing that is used widely and much necessarily. However, it is notable that in last three
decades, brand equity did not get any popularity for establishing the brand image in a specific
way. Several marketing researchers identified that the concept is one of the most valuable assets
that can be used for increasing the sales and benefits. It is notable that the brands usually gain the
equity due to the high awareness, high reputation, and the perceived quality of the products or
services (Biedenbach, 2017). The proper access to the distribution channel is also quite effective
in such case. Brand equity is the intangible asset, which is completely based on the consumers’
associations. The conceptual ideas of brand equity are associated with three major perspectives
that are as follows:

17
PRACTICAL & RESEARCH PROJECT
Financial
One of the most widely used measures of the brand equity is the premium price of the
product that signifies the specific brand. For instance, if any customer were willing to pay a huge
price for any product, it would be considered as the brand value of the premium product.
However, it is necessary to pay attention towards the marketing expenses for determining the
measurement of the brand equity in a specific way.
Brand Extension
The highly recognized and demanding brand can use the platform for launching any new
product. The company can introduce a new product under a specific platform, which is already
known to the customers. The reputed brand positioning would be much helpful in drawing the
attention of the customers (Leekha Chhabra & Sharma, 2014). The most beneficial aspect of the
brand extension is it reduces the advertising expenditures and the probable risks associated with
the launch of the new products. The company can adjust the costs of the expenditure accordingly
and make profits. It is important to state that brand extension is much difficult to quantify if it is
compared to the financial measurement of the brand equity.
Consumer related parameter
The strengthened brand positioning helps in influencing the consumers’ attitude towards
the products related to the brand specifications. The consumer attitude is developed if the
products create the positive impact on customers’ experiences. It is notable that the trial samples
signify more effectiveness that the advertisements costs invested during the launch of the new
products (Dergipark.gov.tr. 2017). The higher brand loyalty depends on the higher measurement
of the consumer association. Effective brand equity reduces the promotional expenses and

18
PRACTICAL & RESEARCH PROJECT
increases the market share. According to Chovanová, Korshunov and Babčanová (2017), the
strengthened brand loyalty helps in allowing the charges associated with the premium pricing. It
also facilitates the general income stream that would be useful enough in managing the
operational aspects. The development of the efficient brand equity would ensure the
establishment of the strengthened brand image and the reputed positioning of the company.
2.4 Factors influencing the customer buying behaviour
It is notable that many of the uncontrollable factors have the significant impact on the
consumer behaviour. Firstly, the cultural difference is the considerable factor that creates impact
on the consumers’ minds in a significant way. While structuring the brand position, it is
necessary to develop the ideas about the cultural demands that will be effective enough in
attracting the customers towards the products of their choice (Keller, 2016). The consumer
behaviour model is much significant in determining the perspective values of the customers
while making any purchase of products or service. The Consumer Behaviour Model is discussed
further.
2.4.1 Consumer Behaviour Model
Various types of models are developed to judge the behaviour of the consumers while
purchasing the products or services of any particular brand. The models are discussed further:
 The economic model of consumer behaviour determines the rational perspectives based
on the utility concept of the products. It is necessary for the customers to determine the
needs at the first place before making any purchase (Aaker & Biel, 2013). The customers
always have the power to purchase any specific product or service. It is necessary to
ensure that the product or service is useful to the customers. Accordingly, the brand

19
PRACTICAL & RESEARCH PROJECT
would create the necessary impact on their buying decision. The rational decision of the
customers is thus needed to be taken into considerations.
 The learning model of consumer behaviour is signifying the manipulative perspective of
the customers. Few of the benefits or product specifications manipulate the customers to
make a purchase. In such cases, it is essential to identify the priority of the consumers at
the first place (O'guinn et al., 2014). Accordingly, the products or services would be
presented to manipulate the consumers. The model is also specifying the ability of
forgetting, learning, and discriminating the ability of the consumers.
 The psychoanalytical model of consumer behaviour specifies the influence of the
complex state of mind while making any purchase of the product (Huan & Sarigöllü,
2014). The customers usually have the sense of longings before they make any decision
regarding the product or service purchases. Hence, the complex mindset may affect the
decision-making behaviour of the consumers.
 The sociological model of consumer behaviour determines the influence of the society.
In such cases, the purchasing decision does not depend on the utility, rather on the desires
to follow, emulate or fit in the current environment (Luo, Raithel & Wiles, 2013). The
societal compulsion has the significant impact on the consumers’ purchasing decision-
making process.
 The Nicosia Model judges the point of view of a man in terms of making any purchase
of the desired products or services. The consumers gather adequate information regarding
the product or services as well as the brand (Andrews & Shimp, 2017). The specifications
recognize the motives, attitudes, and needs of the customers to understand the desired
state. It is a motivational method to instigate the experience of the customers.

20
PRACTICAL & RESEARCH PROJECT
2.5 Impact of brand promotion of consumer behavior:
Marketing and the promotion is depended on each other and internally connected. In fact,
the promotion is one of the major variables in marketing. The marketing of the product is
influenced majorly by the promotion. The promotion can be of the product, service or the brand.
All the promotion determines the sales and customers’ behaviors for the company (Malik et al.,
2013). However, unlike the product of service promotion, the brand promotion creates a
permanent impact on the mind of the people of the company, whereas, the product or service
promotion only create specific influence on the customers (Luo, Raithel & Wiles, 2013). In
short, the product of service promotion make people aware of the uniqueness of the product or
the service provided by the company, but the brand promotion of the company makes greater
impact on the consumers of the company itself (Huang & Sarigöllü, 2014).
Most of the major and global company focuses on the brand promotion more than on the
individual product or service promotion. Brand is the name of the company by which the product
or the service will be recognized by the customers. Promoting the brand not only makes the
consumer aware of the product or the service of the company but also strengthen the company
image in the consumers as well as in the competitors company (Malik et al., 2013). In addition,
the brand promotion creates a permanent position of the company both in the local and global
market.
2.6 Objectives of Brand Promotion:
Brand promotion is one of the components of the marketing mix that aims to influence
the customers’ purchasing behaviors (O'guinn et al., 2014). The prime objectives of the brand
promotion apart from making strong image are to promote information about the products,

21
PRACTICAL & RESEARCH PROJECT
service as well as the brand, differentiate the brand from other existing brand, increase the
demand of product or the service, build brand equity in order to add values and power to the
product or the service and stabilize the sales in the business (What is Brand Promotion, 2017).
2.7 Consumer behavior and Brand Image:
The brand image and the brand promotion has been one of the extensive studies of since
20th century as it is important in building the brand equity (Aaker & Biel, 2013). The companies
must have clear and excellent knowledge of the consumer behavior and accordingly plan
effective brand promotion strategies (Keller, Dekimpe & Geyskens, 2016). The consumer
behavior is one of the major variables that determine the strengthening of the brand image
through brand promotion. Hence, the brand promotion to certain extent is based on the
consumers’ behaviors.
The consumers behaviors on the brand promotion and consequently on the brand image is
divided in two section, one is indicated by the consumers who is aware of the brand and the
others who is not familiar with the brand (Huang & Sarigöllü, 2014). The promotion of the brand
can strengthen the brand image and of the company on the consumer who have knowledge of the
brand and thus can create brand loyalty in the customers. In other hand, the brand promotion can
create a mark of recognition in the consumers who are new to the brand (Luo, Raithel & Wiles,
2013). Considering this particular fact about the consumers’ knowledge about the brand the
concept of customer-based equity can b mentioned (Keller, 2016). According to the concept, the
brand image and the brand awareness are both basis and the sources of the brand equity.
Countering this concept the brand equity emerges from the confidence of the customer on
the brand. The stronger the brand image is on the consumers, the more they are willing to pay for

22
PRACTICAL & RESEARCH PROJECT
the products or the service provided by the company (Malik et al., 2013). Hence, the brand
promotion must consider these facts – the performance of the brand-designed function. The
social image association with the purchase of the brand, recognition and the sentimental
attachment of the consumers with the brand, balance between the values of the brand and the
functionalities of the same and lastly the trust of the consumers on the brand (file.scirp.org.,
2017). It is evident that the behaviors of the consumers to some extent dominate the brand image,
and accordingly the purchasing behavior of the customers is dominated by the effective
promotion of the brand. This is because most of the consumers choose their purchasing
depending on the brand and not on the product. The trust and confidence on the brand drives the
customers to purchase the service or products from certain brands.
2.8 Impact of the Brand Promotion:
It is evident from the above discussion that the brand image is major variables that
indicates the necessity of the brand promotion. The trust and confidence on the brand of the
consumers can only be determined by effective brand promotion. The brand promotion is thus an
important tool to create and strengthen the brand in the existing as well as in the current new
customers of the company (Oeppen & Jamal, 2014). The companies must ensure an effective and
wider brand position in order to attract more new customers for their products or service. In
addition, to the wider aspect the brand promotion is one of the key determinates that ensue the
long-term success of the company in the competitive market (Andrews & Shimp, 2017).
In the competitive market of today’s era, the perceptions of the consumers are different
from one another regarding a specific brand and its product or the service. Moreover, as
discussed above the consumer behaviors determines the brand image in the competitive market

23
PRACTICAL & RESEARCH PROJECT
(Chovanová, Korshunov & Babčanová, 2017). Therefore, the brand promotion must follow
effective and unique branding and marketing strategies to ensure the existence of the brand
image in the consumers’ mind. The consumers are moved and driven by an effective brand
promotion to purchase the products or service of the company. In addition, the effective and
proper brand promotion impacts on the customers’ choice of brand in a long-term and creates a
strong relationship between the customers and the company (dergipark.gov.tr., 2017).
2.9 Gaps:
There have been few gaps within these research studies that have been identified in the
research work. Most of the scholars failed to mention the ways the new members would be
attracted and the ways technology can be playing a vital role in bettering the overall situation. It
is important to understand the way digitalization would be helping in enhancing the situation of
these clubs that have been facing the ire of declining membership. The scholars have mainly
discussed on the issues but not the solutions that might be followed by this clubs to gain more
membership and tackling the issues.
2.10 Summary:
This literature review part took into account the issues that have been mentioned in the
articles of eminent scholars like losing out on the conventional ways of hobbying, social media
playing a role in disrupting the process that used to happen previously, not letting people know
through the newsletter what has been planned. Another way has been showcasing the bikes
during the meeting and making people interested about the bikes on offer and the motorcycles
they can experience if they become the members of a particular club.

24
PRACTICAL & RESEARCH PROJECT

25
PRACTICAL & RESEARCH PROJECT
3.0 Research Methodology
Research method is the structured and systematic approach to conduct any particular
research process (Flick, 2015). The study would concentrate on the brand positioning method for
Ulysses Club to make the customers aware of the usefulness recreational factors for the middle
age people. The research depends on the mixed method research in which both the secondary and
the primary data would be collected to gather the adequate knowledge about the consumers’’
perceptions to avail the motorcycle riding services offered by Ulysses Club. The research
methodology is associated with the proper research philosophy, approaches, designs and the data
collection process. It is necessary to develop the ideas about the effective data collection process
related to the research subject.
3.1 Research Paradigm
Research paradigms concentrate on the collection of the exact data related to the subject
matter. The research paradigm is often considered as research philosophy that recognizes the
underlying research issues. The research philosophies are categorized into three typologies, such
as positivism, realism, and interpretivism (Flick, 2015). The positivism and realism philosophy
deals with the extraction of the hidden truth from the sources that have been experienced the
scenario in real life. On the other hand, the interpretivism philosophy deals with the human
interpretation and manipulative description (Gast & Ledford, 2014). The research study requires
developing adequate knowledge regarding the consumers’ perception for riding the bike offered
by Ulysses Club. The real life scenario would be much preferable for the study due to which
undertaking positivism philosophy would be appropriate.

26
PRACTICAL & RESEARCH PROJECT
3.2 Research Design:
A design of the research can be stated as the complete draft of the research work. The
design of the research takes in the questions of the research, research issues, identification of the
variables, data gathering method and the plan related to breakdown of data. Among the several
research issues, this particular paper would take in the experimental study. For the purpose of the
explanatory research, the research issues are being monitored taking in the data collected over
time. Five of the independent variables are being taken in as reliability, empathy, responsiveness,
assurance and tangibility (Flick, 2015). The questionnaire of self-completed nature would be
dispersed making use of the feasibility practice of sampling to the members of the Ulysses Club
for evaluating the membership decline in the club within Australia.
3.3 Research Approach:
The approach of the research can be mainly divided into three sorts that are deductive,
abductive and inductive. In case of deductive approach, the validity of the gathered data tests the
validity of the assumption. On certain other occasions, the inductive approach takes in the new
theories that would be developed (Panneerselvam, 2014). The abductive approach clarifies some
of the other surprising specifics and sequences and with the subject for evaluation of the facts.
This would witness the use of the deductive approach. It has cropped up with a research
issue for monitoring the declining factor in membership of Ulysses Club and the ways of
attracting new members. For doing the research work, the researcher would be performing the
study based on drawn conclusions on certain specific facts and coherent base. Therefore, the
deductive approach would be the best way of dealing with this topic.

27
PRACTICAL & RESEARCH PROJECT
3.4 Data Collection Process:
There are generally two ways of gathering data which the researcher needs to taken in
honestly. The survey method is being selected as the primary research principle whereas for the
secondary research the data that is generated through other sources has been chosen. A
researcher can take into account any sort of methods for the purpose of primary analysis of the
data like questionnaire and interviews. The two types of primary data collection would be
conducted for the study. The first one is quantitative data collection process, in which the
survey would be conducted among a large number of populations (Panneerselvam, 2014).
Another one is qualitative data collection process that would include the telephonic interview
with the managers of Ulysses Club. Secondary sources take in the relevant journals and articles
along with magazines where the researchers present those data with their own perceptions.
3.5 Data Analysis
The collected data is needed to be analyzed in a systematic way. The collected
information from the primary research would be analyzed through using the software tools like
MS Excel. The responses gathered from the respondents would be presented in the tabular and
diagrammatical form to explore the information in an attractive way. The conversation with the
managers in the qualitative research process would be recorded for memorizing it.
3.6 Summary
The chapter discloses the use of the relevant methodology to conduct the entire research
study. The use of the proper research philosophy, approach and design would be applied to the
study while analyzing the collected information. On the other hand, the suitable data collection

28
PRACTICAL & RESEARCH PROJECT
process is undertaken for collecting the necessary information. Based on these methodologies,
the entire research would be conducted.

29
PRACTICAL & RESEARCH PROJECT
Reference:
Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building
strong brands. Psychology Press.
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Bachand-Marleau, J., Lee, B., & El-Geneidy, A. (2012). Better understanding of factors
influencing likelihood of using shared bicycle systems and frequency of
use. Transportation Research Record: Journal of the Transportation Research Board,
(2314), 66-71.
Bachand-Marleau, J., Lee, B., & El-Geneidy, A. (2012). Better understanding of factors
influencing likelihood of using shared bicycle systems and frequency of
use. Transportation Research Record: Journal of the Transportation Research Board,
(2314), 66-71.
Berry, J. M. (2015). Lobbying for the people: The political behavior of public interest groups.
Princeton University Press.
Berry, J. M. (2015). Lobbying for the people: The political behavior of public interest groups.
Princeton University Press.
Berry, J. M., & Wilcox, C. (2015). The interest group society. Routledge.
Berry, J. M., & Wilcox, C. (2015). The interest group society. Routledge.
Biedenbach, G. (2017). Branding Strategies: A Stakeholder Approach.

30
PRACTICAL & RESEARCH PROJECT
Biezen, I. V., & Poguntke, T. (2014). The decline of membership-based politics. Party
Politics, 20(2), 205-216.
Biezen, I. V., & Poguntke, T. (2014). The decline of membership-based politics. Party
Politics, 20(2), 205-216.
Chovanová, H., Korshunov, A., & Babčanová, D. (2017). Impact of Brand on Consumer
Behavior. Retrieved 25 September 2017, from
Dergipark.gov.tr. (2017). Dergipark.gov.tr. Retrieved 25 September 2017, from
http://dergipark.gov.tr/download/article-file/288244
Everett, C. R. (2015). Group membership, relationship banking and loan default risk: the case of
online social lending.
Everett, C. R. (2015). Group membership, relationship banking and loan default risk: the case of
online social lending.
File.scirp.org. (2017). Retrieved 25 September 2017, from
https://file.scirp.org/pdf/OJBM_2015011615441425.pdf
Fishman, E., Washington, S., & Haworth, N. (2014). Bike share’s impact on car use: evidence
from the United States, Great Britain, and Australia. Transportation Research Part D:
Transport and Environment, 31, 13-20.
Fishman, E., Washington, S., & Haworth, N. (2014). Bike share’s impact on car use: evidence
from the United States, Great Britain, and Australia. Transportation Research Part D:
Transport and Environment, 31, 13-20.

31
PRACTICAL & RESEARCH PROJECT
Fishman, E., Washington, S., Haworth, N., & Watson, A. (2015). Factors influencing bike share
membership: An analysis of Melbourne and Brisbane. Transportation research part A:
policy and practice, 71, 17-30.
Fishman, E., Washington, S., Haworth, N., & Watson, A. (2015). Factors influencing bike share
membership: An analysis of Melbourne and Brisbane. Transportation research part A:
policy and practice, 71, 17-30.
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gast, D. L., & Ledford, J. R. (Eds.). (2014). Single case research methodology: Applications in
special education and behavioral sciences. Routledge.
Hardiman, N., & Burgin, S. (2013). Mountain biking: downhill for the environment or chance to
up a gear?. International journal of environmental studies, 70(6), 976-986.
Hardiman, N., & Burgin, S. (2013). Mountain biking: downhill for the environment or chance to
up a gear?. International journal of environmental studies, 70(6), 976-986.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer New York.
Hung, H. C., Chung, C. Y., Wu, M. C., & Shen, W. L. (2017). A membership pricing policy to
facilitate service scale-expansion. The Service Industries Journal, 37(3-4), 167-189.
Hung, H. C., Chung, C. Y., Wu, M. C., & Shen, W. L. (2017). A membership pricing policy to
facilitate service scale-expansion. The Service Industries Journal, 37(3-4), 167-189.

32
PRACTICAL & RESEARCH PROJECT
Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and
priorities. AMS review, 6(1-2), 1-16.
Keller, K. O., Dekimpe, M. G., & Geyskens, I. (2016, July). Let your banner wave? Antecedents
and performance implications of retailers’ private-label branding strategies. American Marketing
Association.
Knoji.com (2017). Marketing-and-branding.knoji.com. Retrieved 25 September 2017, from
https://marketing-and-branding.knoji.com/what-is-brand-promotion/
Launay, J., & Dunbar, R. I. (2015). Playing with strangers: which shared traits attract us most to
new people?. PloS one, 10(6), e0129688.
Launay, J., & Dunbar, R. I. (2015). Playing with strangers: which shared traits attract us most to
new people?. PloS one, 10(6), e0129688.
Leekha Chhabra, N., & Sharma, S. (2014). Employer branding: strategy for improving employer
attractiveness. International Journal of Organizational Analysis, 22(1), 48-60.
Luo, X., Raithel, S., & Wiles, M. A. (2013). The impact of brand rating dispersion on firm
value. Journal of Marketing Research, 50(3), 399-415.
Malik, M. E., Ghafoor, M. M., Hafiz, K. I., Riaz, U., Hassan, N. U., Mustafa, M., & Shahbaz, S.
(2013). Importance of brand awareness and brand loyalty in assessing purchase intentions
of consumer. International Journal of Business and Social Science, 4(5).
McKee, S. (2015). The Effects of Group Membership on Judgments of Moral
Violations (Doctoral dissertation, Wake Forest University).

33
PRACTICAL & RESEARCH PROJECT
McKee, S. (2015). The Effects of Group Membership on Judgments of Moral
Violations (Doctoral dissertation, Wake Forest University).
Morandin, G., Bagozzi, R. P., & Bergami, M. (2013). Brand community membership and the
construction of meaning. Scandinavian Journal of Management, 29(2), 173-183.
Morandin, G., Bagozzi, R. P., & Bergami, M. (2013). Brand community membership and the
construction of meaning. Scandinavian Journal of Management, 29(2), 173-183.
Oeppen, J., & Jamal, A. (2014). Collaborating for success: managerial perspectives on co-
branding strategies in the fashion industry. Journal of Marketing Management, 30(9-10), 925-
948.
O'guinn, T., Allen, C., Semenik, R., & Scheinbaum, A. C. (2014). Advertising and integrated
brand promotion. Nelson Education.
Panneerselvam, R. (2014). Research methodology. PHI Learning Pvt. Ltd..
Ricci, M. (2015). Bike sharing: A review of evidence on impacts and processes of
implementation and operation. Research in Transportation Business & Management, 15,
28-38.
Ricci, M. (2015). Bike sharing: A review of evidence on impacts and processes of
implementation and operation. Research in Transportation Business & Management, 15,
28-38.