This report discusses the role of branding in growing a business, the importance of brand identity, and the role of social media in building a brand's reputation. It also analyzes how Woolworths Group uses Facebook and Instagram to draw consumers.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Running head: BRAND STRATEGIES IN SOCIAL MEDIA Brand Strategies in Social Media Name of the student Name of the University Author note
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
1BRAND STRATEGIES IN SOCIAL MEDIA Executive Summary The primary purpose of this report is to discuss about the role that can be played by branding in growing a business. The report also elaborates on how brand identity can help in making a business successful. The report also talks about the role that is played by social media in the present age in helping a brand build its reputation. The report brings out how Woolworths Group makes use of Facebook fan page along with the Instagram account in drawing the consumers towards the retail company. The report recommends how the usage of dynamic product advertisements along with product video advertisements can help in growth of a business.
2BRAND STRATEGIES IN SOCIAL MEDIA Table of Contents 1.0 Introduction..........................................................................................................................3 1.1 Problem Statement...........................................................................................................3 1.2 Research aims...................................................................................................................4 1.3 Research Objectives.........................................................................................................4 1.4 Research Questions..........................................................................................................4 2.0 Literature Review.................................................................................................................5 2.1 Branding for organizations...............................................................................................5 2.2 Brand Identity and Business Prosperity...........................................................................6 2.3 Social media and Brand Reputation.................................................................................7 3.0 Methodology........................................................................................................................8 4.0 Findings and analysis.........................................................................................................10 5.0 Conclusions........................................................................................................................13 5.1 Limitation.......................................................................................................................13 5.2 Recommendations..........................................................................................................13 References................................................................................................................................15
3BRAND STRATEGIES IN SOCIAL MEDIA 1.0 Introduction The evolution of internet in the present age has provided the customers with various kinds of opportunities. The business in the present age use social media so that they can attract the new customers. The organizations make use of social media tools so that they can leverage the business and help it in making profits. It has been found out with the help of research that 63 % of the customers who search online for the business have more chances of becoming consumers of the brands who have a social media presence (Cawsey & Rowley, 2016).Woolworths Group is the name of an Australian company that has retail interest across Australia along with New Zealand (Woolworthsgroup.com.au., 2019). The purpose of this research report is to discuss about the significance of branding for the organization. The report also elaborates about the importance of brand identity that can help in the prosperity of a business. The research report also discusses about how social media can help in building the reputation of a brand. The report states how the use of Instagram can help Woolworths Group in building its presence in the market. 1.1 Problem Statement The modern day business makes use of visual branding so that they can draw the customers. Visuals are instrumental in playing an important part in relation to social media branding. The personality of the brand is reflected with the help of posts over the platform of social media that helps in developing the brand of a company. Social media plays an important role in revealing the culture of a company that helps in attracting the customers. The posting of the images over the social media helps a company in connecting with the consumers. Woolworths Group helps in looking after the celebrated brands in the Australian market that helps in providing world class experience for consumers across the world. The problem that caused the researchers to carry out the research was that previous researchers
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
4BRAND STRATEGIES IN SOCIAL MEDIA has talked about the influence of social media on business but they have not talked about the brand strategies over the platform of social media. 1.2 Research aims The aim of this research is to find out the effect of branding strategies on the platform of social media. 1.3 Research Objectives i)To find out how branding helps in the growth of a business. ii)To establish the influence of brand identity for the success of a business iii)To discuss the relevance of social media in the building of reputation of brand iv)To recommend the effect of various social media platform in popularizing the image of a brand 1.4 Research Questions To what extent does branding help in building reputation of a business? How does brand identity help in the growth of a business? What role does prevalence of the social media help in building the reputation of a brand? What is the effect of the use of social media platforms in making the brand popular in the market?
5BRAND STRATEGIES IN SOCIAL MEDIA 2.0 Literature Review 2.1 Branding for organizations Brand can be defined as a unique name or symbol that can help in the identification of products or services pertaining to a company that can differentiate it from competitors. Branding acts as powerful way that helps the business of varying sizes in reaching the prospective customers. The customers can interact with the brands by taking recourse to social media and the social platforms used by a business like Facebook, Pinterest, Instagram along with Twitter can help in bringing success for a business. According to Ashley and Tuten, (2015), branding can make use of internet marketing which involves the sharing of content on that of the social media networks that helps a business in achieving the branding goals. Branding can be done with the help of various kinds of activities like posting the text along with the image updates that helps in the arena of audience engagement. It has been stated by Harrigan et al. (2017) that branding can help a business in increasing the website traffic and it plays an important role in building the conversions. Social media marketing can help in raising the aspect of brand awareness and it helps in the creation of brand identity. Branding can help in building positive association with the customers and it helps in improving the element of communication within an organization. The brands can help in building unique environment and it helps in building the identity of a business. Branding can help in building followers and content marketing can play a great role in making a business popular in the market. Branding can be used for the purpose of marketing that helps in leveraging original content so that it can help a business in gaining followers (Coursaris, van Osch & Balogh, 2016). It can help a business in linking to the outside world that can help it attracting the attention of the public. It can help the organizations in creating valuable information that the target audience can enjoy. It has been argued by Chen et al. (2015) that the branding can help in improving trust along with reliability that helps in the growth of a
6BRAND STRATEGIES IN SOCIAL MEDIA business. Social media can help a business in keeping track of the competitors that can help in building brand reputation. Branding can help a business in learning about the techniques that can help them in getting an edge over the competitors (Hudson et al., 2016). 2.2 Brand Identity and Business Prosperity Brand identity can help in influencing the aspect of brand awareness along with the brand equity. It helps in influencing how the customers perceive the company and how the customers feel about the company. The elements pertaining to brand identity can help in the creation of a coherent picture in relation to the mission along with values of a company (Gao & Feng, 2016). It plays an important part in reflecting best aspects of a business and the customers are left with positive impression about the company. Brand identity helps in the generation of brand awareness among the target market. Brand awareness can help a brand in expanding in the market and it helps in the generation of new revenue for a business. Brand identity plays a crucial role in helping a business attain prosperity. According to Dineva, Breitsohl and Garrod (2017) thatbrand identity along with brand awareness being at a high level can help in building brand equity that is customer-based. In the event of a company having a high brand equity it can win the trust the consumers that can help it in the recommendation of a company. The brands assess the places where the consumers come into contact with the brand. Brand identity can play an important role in strengthening the organisation on various levels. Branding can play an important role in improving the perceived equity of a brand. Brand identity can help in building emotional attachment in between consumer and the product. Branding helps in increasing sales and it helps in maintaining loyalty of that of the current customers. The branding can help in uniting and motivating the employees and it helps in giving birth to productive employees within an organization. It has been stated by Hudson et al. (2016) that the brand identity can help in communicating personality of a business in a clear
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
7BRAND STRATEGIES IN SOCIAL MEDIA mannerthathelpsinpromotingtheaspectofcredibility.AccordingtoSchivinski, Christodoulides and Dabrowski (2016) that it can help in shaping perception of the clients and it helps in conveying expectations to the clients pertaining to quality along with service. It can help in separating the business from competition that can help it in differentiating it in marketplace. Brand identity can help in saving the amount that the company spends on the aspect of promotion. Successful brand can act as a valuable asset of a company. The brand identity helps a business in the determination of the key business goals that helps a business in attaining prosperity. Brand identity acts as a strategic effort that plays a crucial role in supporting the goals of a business. 2.3 Social media and Brand Reputation Social media management is an important process in relation to that of inbound marketing process. A business should create a social media strategy that can help it in reaching the target audience. Social media can be useful in providing valuable information about a business that can help in the creation of strong image of a brand. The content that is shared over the platform of social media can play a crucial role in supporting the reputation of a brand. According to Hoffman, Novak and Kang (2017) that the publishing of great content over the platform of social media can help in leveraging influencers that can augment the reputation of a brand. The posting of content by the companies in social media can help the search engines in seeing the business and it helps in taking care of the fact that the company stays credible in the present market. The social accounts can help in boosting the search engine ranking that can increase the visibility of a business. The presence of a business over the platform of social media can help a business in managing the reputation. According to Dessart, Veloutsou and Morgan-Thomas (2015) that the social media strategies can help in boosting the online visibility of a brand that can help in the creation of a positive user experience. It can play an integral role in building the value proposition of a business and it
8BRAND STRATEGIES IN SOCIAL MEDIA can help in the identification of the means that can help in the evaluation of success or the failure of a firm. Social media can help in revealing the solutions that the business can provide that can help in solving the problems of the clients. It has been brought out by Lee, Hosanagar and Nair (2018) that social media can help in evaluating data by the analysis of the customer complaints that can be used for the development of a business. Social media can play a crucial role in allowing open dialogue with that of the target audience that can make a firm credible before the customers. The campaigns launched on the social media can help in building the reputation of a business that can help in counteracting the negative attention that a company gets. Social media publicises the positive things regardingtheworkplaceofacompanythathelpsinenhancingthereputationof an organization (Barger, Peltier & Schultz, 2016).In the present age, people have emerged to become very conscious regarding power that they enjoy as consumers. People in the modern age have more amount of choices and they want to exercise freedom in relation to their purchase. 3.0 Methodology Market research can be of two kinds- primary and secondary. The primary research is conducted by an individual that includes surveys, interviews, observations along with focus groups. Primary research can help in giving rise to results that are specific and it makes use of statistical models that can help in coming up with the sample group that acts as representative of the target audiences (Silverman, 2016). Secondary research helps in synthesizing the existing research and it makes use of primary research sources for carrying out the process of data analysis. Secondary research makes use of text books, news articles along with meta analyses for the purpose of finding relevant information about research.
9BRAND STRATEGIES IN SOCIAL MEDIA The methodology that was carried out for this report is the secondary research that helped in revealing important information about the impact that the brand strategies on the platform of social media have on the Woolworths Group. The research made use of the website of Woolworths Group for gleaning important information pertaining to brand strategies that it uses for spreading their influence in the market. The research looked at the social media profile of the company on Facebook that helped in revealing important information regarding the social media activities that are carried out by the company (Moreno-Munoz et al., 2016). The secondary information about the company have been gathered with the help of financial statements of the company along with the company information on the website of the company. This report looked at the world pertaining to digital media specially the usage of social media in order to find out relevant information about the brand strategies that are used by Woolworths Group for spreading their influence in the market (Tafesse, 2016). The retail brand called Woolworths Group was analysed pertaining to that of the social media strategy. Therearetwokindsofdataanalysismethod-Qualitativeandquantitative. Quantitative data analysis method turns the raw materials into that of meaningful data by applying critical thinking. Quantitative data analysis calculates frequencies of the variables and the difference that exist in between the variables. Qualitative data analysis method is indicative of non-numeric information like the interview transcripts, images, text documents along with the video recordings (Taylor, Bogdan & DeVault, 2015).The data analysis method that has been used for carrying out this research is the Qualitative analysis method as this research has made use of company annual report and the financial report of Woolworths for carrying out the research.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
10BRAND STRATEGIES IN SOCIAL MEDIA There are two kinds of research approaches- inductive and the deductive approach. Inductive approach helps in generating new theory that emerges from data. Deductive approach on the other hand lays stress on casualty and it helps in testing theories. Deductive approach has been used for carrying out this research as the secondary sources were used for deducing data in relation to the effect of the brand strategies over the social media platform for Woolworths Group.The company Woolworths was thoroughly analysed pertaining to that of their social media strategy. Advancements brought about in technology in the last years has brought about advancements in digital media. The digital media in the present age is preferred over the traditional media like newspapers along with the magazines. The companies in Australia use different kinds of platforms on social media and hence it is important that Woolworths Group keeps updated with the recent trends that can help them in gaining a dominant position in the market (Oh et al., 2017).The brands in the present age can interact with the customers by taking recourse to social media. The collection of the data brought out the fact that the brand strategies on the social media has a great influence on the consumers of the retail company called Woolworths Group. 4.0 Findings and analysis The findings from the secondary data analysis brought out the fact that social media strategies have a great amount of influence on the reputation of Woolworths Group. It was gathered from the secondary analysis of data that Woolworths Group has the Facebook fan page that helps it in engaging with the customers. It can be deduced from the secondary data research that the supermarket chain of Australia makes use of superior technology that helps them in catering to the needs of the modern day consumer. The Facebook fan page of the company throws light on the fact that the products of the company are sourced from the fresh fruits along with the vegetables that has an influence on the annual revenue earned by the
11BRAND STRATEGIES IN SOCIAL MEDIA company. The table below helps in illustrating how the social media activities of the company have been successful in helping the company making immense amount of profit. Figure: Profit of Woolworths Group Source:Woolworthsgroup.com.au., 2019 The consumers of Woolworths can order the foods from the confines of their home that makes it convenient for the people of the modern age. The branding strategy made use of by Woolworths Group is the Woolworths Supermarket App that helps it in easily reaching the customers.
12BRAND STRATEGIES IN SOCIAL MEDIA Secondary data analysis revealed the fact that influencer marketing was used by Woolworths Group on the social media that helped it promoting the unique products. Regular contact creators are taken recourse to by Woolworths Group that have helped it in engaging the audience. Influencer marketing has helped in creating a positive impact on the customers of the retail brand of Australia. Instagram is the social media platform that has been used by the company. The official Instagram account of the company makes use of images that helps in drawing people towards the supermarket chain store of Australia. Woolworths Group turns the Instagram content into that of the shoppable posts that are linked to the online pages from where the consumers can buy the products of Woolworths Group. It has helped in driving sales of the company and it has helped in making the company popular within the world market. The innovative Instagram content of the Woolworths Group has helped the company in earning revenue of $ 56, 726 million. Figure: Financial Highlights of Woolworths Group
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
13BRAND STRATEGIES IN SOCIAL MEDIA Source:Woolworthsgroup.com.au., 2019 Woolworths Group has been able to make a distinct name for itself with the help of the branding strategies that have been made use of by the company through social media. There are around 500 million people who log into the social media platform that helps in illustrating the popularity of the brand in front of the consumers within Australia. 5.0 Conclusions It can be concluded that the brand strategies that are used by Woolworths Group over the social media platform helps in engaging the audience. It helps in increasing the annual reports that are earned by the company. The research brought out the fact that brand can play an important role in identifying products that can help it in differentiating it from the competitors. It can be deduced that branding can help the various kinds of business in reaching out to the potential customers. Brand identity influences brand awareness and that of brand equity. Brand identity plays a crucial role in influencing how customers think about a company. Secondary analysis of the data revealed the fact that Face Book fan page is successful in engaging the customers. Superior technology used by the company in social media can help in meeting the needs of the customers of the present age. 5.1 Limitation This research can be considered to be a preliminary attempt in understanding how Woolworths Group makes use of social media channels that has benefitted the company. The present study is qualitative and since social media is a field that is developing the findings can be said to be exploratory. The companies from other than retail sectors can be reached out that can prove to be useful in providing a better grounded view of the social media actions of the firms.
14BRAND STRATEGIES IN SOCIAL MEDIA 5.2 Recommendations Woolworths Group can make use of smart targeting that can help them in reaching out to a wider audience. The targeting options can be used by Woolworths Group that can help in targeting the advertisements to that of important consumer base. The targeting options of Facebook can be used by Woolworths Group more effectively that can help in broadening the consumer base. Dynamic product advertisements can be made use of by Woolworths Group that can be used for retargeting the customers who have showed interest in the products or the services. The dynamic product advertisements can help in providing flexibility and it can help in bringing functionality to that of the e-commerce advertisers. Products videos should be used by Woolworths Group that can help the consumers in feeling the products before they purchase it. Woolworths Group can use the videos that can play an important role in bridging the gap in between offline and the online shopping experiences.
15BRAND STRATEGIES IN SOCIAL MEDIA References Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory studyofbrandedsocialcontentandconsumerengagement.Psychology& Marketing,32(1), 15-27. Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda.Journal of Research in Interactive Marketing,10(4), 268-287. Cawsey,T.,&Rowley,J.(2016).SocialmediabrandbuildingstrategiesinB2B companies.Marketing Intelligence & Planning,34(6), 754-776. Chen, K. J., Lin, J. S., Choi, J. H., & Hahm, J. M. (2015). Would You Be My Friend? An ExaminationofGlobalMarketers'BrandPersonificationStrategiesinSocial Media.Journal of Interactive Advertising,15(2), 97-110. Coursaris, C. K., van Osch, W., & Balogh, B. A. (2016). Informing brand messaging strategies via social media analytics.Online Information Review,40(1), 6-24. Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brandcommunities:asocialmediaperspective.JournalofProduct&Brand Management,24(1), 28-42. Dineva, D. P., Breitsohl, J. C., & Garrod, B. (2017). Corporate conflict management on social media brand fan pages.Journal of Marketing Management,33(9-10), 679-698. Gao, Q., & Feng, C. (2016). Branding with social media: User gratifications, usage patterns, and brand message content strategies.Computers in Human Behavior,63, 868-890. Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands.Tourism Management,59, 597-609.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
16BRAND STRATEGIES IN SOCIAL MEDIA Hoffman,D.L.,Novak,T.P.,&Kang,H.(2017).Let’sGetCloser:Feelingsof ConnectednessfromUsingSocialMedia,withImplicationsforBrand Outcomes.Journal of the Association for Consumer Research,2(2), 216-228. Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactionsonconsumer–brandrelationships:Athree-countrystudyofbrand perceptionsandmarketingbehaviors.InternationalJournalofResearchin Marketing,33(1), 27-41. Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactionsonconsumer–brandrelationships:Athree-countrystudyofbrand perceptionsandmarketingbehaviors.InternationalJournalofResearchin Marketing,33(1), 27-41. Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: evidence from Facebook.Management Science. Moreno-Munoz, A., Bellido-Outeirino, F. J., Siano, P., & Gomez-Nieto, M. A. (2016). Mobile social media for smart grids customer engagement: Emerging trends and challenges.Renewable and Sustainable Energy Reviews,53, 1611-1616. Oh, C., Roumani, Y., Nwankpa, J. K., & Hu, H. F. (2017). Beyond likes and tweets: Consumer engagement behavior and movie box office in social media.Information & Management,54(1), 25-37. Schivinski,B.,Christodoulides,G.,&Dabrowski,D.(2016).Measuringconsumers' engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands.Journal of Advertising Research,56(1), 64-80.
17BRAND STRATEGIES IN SOCIAL MEDIA Silverman, D. (Ed.). (2016).Qualitative research. Sage. Tafesse, W. (2016). An experiential model of consumer engagement in social media.Journal of Product & Brand Management,25(5), 424-434. Taylor, S. J., Bogdan, R., & DeVault, M. (2015).Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons. Woolworthsgroup.com.au.(2019).WoolworthsGroup:QualityBrandsandTrusted Retailing. Retrieved fromhttps://www.woolworthsgroup.com.au/