Impact of branding on Sales: Study based on supermarkets in Australia

RESEARCH IN
BUSINESSTitle:
Impact of branding on Sales: Study based on
supermarkets in Australia

Problem Statement
Branding is the customers’ perception as well as the blueprint of business. Branding of the organisation
may include the comfort, symbol of happiness, loyalty of the customers and it can create lasting
impressions on the mind of the customers (Wills, 2017).
The branding of the organisation starts with the logo design and marketing may consist using various
channels of the organisation.
As stated by Saurombe, Barkhuizen & Schutte (2017), brand is the asset of the organisation and it is
taken as intangible resources of the organisation.
Brand image speaks about sales and it makes the money based on strategies of branding of the
organisation.
If the companies cannot tempt the customers to purchase the products, the result will slow down the sales
of the organisation.

Contd...
In Australia, the supermarkets increased the branding by investing 20% more on budget.
Supermarkets in Australia mainly do the private labels branding and it has been increased by 23% since
2016 (Herstein et al., 2017).
Branding is the reputation developed by the supermarkets over time and if the organisations stop the
branding, the supermarkets may lose the customer loyalty and greater profit margin as well.
Branding helps to improve the value of the products and services and the organisations can increase the
price of the products. Without the branding strategy, the supermarkets cannot improve the price
orientation (Dahlstrom & Nygaard. 2016).
Constant branding is necessary for a supermarket as it can help to minimise the investment.
In Australia, supermarket chains like Woolworths, Coles, Aldi and IGA use the commercial branding to
increase the sales as competition is high in the market.
The systematic research will try to explain the branding strategies of supermarkets in Australia that can
impact on sales.