Impacts of branding in sales and development of Burberry fashion

Running head: IMPACTS OF BRANDING IN SALES AND DEVELOPMENT
Impacts of branding in sales and development of Burberry fashion
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1IMPACTS OF BRANDING IN SALES AND DEVELOPMENT
Table of contents
1.0 Introduction................................................................................................................................3
2.0 Problem statement.....................................................................................................................3
3.0 Aim and objectives/ research question......................................................................................4
4.0 Justification and potential output of the research......................................................................5
5.0 Conceptual framework and hypothesis development................................................................5
5.1 Concept of branding..............................................................................................................5
5.2 Factors affecting the brand equity.........................................................................................7
5.3 Importance of branding in decision making process...........................................................10
5.4 Impact of product branding and sales promotion................................................................11
5.5 Hypothesis development......................................................................................................12
6.0 Research Methodology............................................................................................................12
6.1 Research Approach..................................................................................................................12
6.2 Data Sources............................................................................................................................13
6.3 Data Collection and Data Analysis techniques........................................................................13
6.3.1 Data Collection.................................................................................................................13
6.3.2 Data Analysis Techniques................................................................................................14
6.3.3 Variables and analysis......................................................................................................15
6.4 Organisation of the research study..........................................................................................15
6.5 Budget, Project Activities and Gantt chart..............................................................................16

2IMPACTS OF BRANDING IN SALES AND DEVELOPMENT
6.5.1 Apprehended Budget for the following research..............................................................16
6.5.2 Project activities and implementation schedule................................................................16
7.0 Reference.................................................................................................................................19

3IMPACTS OF BRANDING IN SALES AND DEVELOPMENT
1.0 Introduction
According to Baker (2016), brand image plays a significant role in case of creating the
sustainable position in global market. By supporting this Siegert et al. (2015) stated that grand is
necessary to develop a strong reputation so that larger number of people can be attracted. In case
of driving the competitive environment, brand image has become necessary for fashion business.
It cannot be denied that developing the strong brand image, the fashion organizations develops
the marketing program in an effective manner. On the other hand, it has been identified that,
depending on the brand image, the customer marketing can be characterized in an attractive way.
Therefore, it can be said that brand image plays an influential role in case of increasing the sales
revenue of an organization. Brand image is very important in the fashion industry, because brand
helps to develop the strong memorable impression on customers’ mind that can help to deal with
the increasing business opportunities in the market.
2.0 Problem statement
In the fashion sector, branding has become essential in case of gaining the competitive
advantage in the market (Holt 2016). It cannot be denied that with the increasing business
opportunities and rapid growth in the market, it has become tough for the organization to
maintain sustainable position in the market. Analyzing the current fashion market it has been
identified that the fashion brands are trying hard to develop brand value so that the large number
of customers can get attracted. The organizations have decided to develop the strong brand
image in the market so that changing purchasing decision of the customers can bring the sales
improvement. It cannot be denied that Burberry is the leading fashion brand in the market. Due
to increasing numbers of competitors and substitute products, branding has become the major
concern for the company (Okonkwo 2017). Due to the increasing popularity and branding

4IMPACTS OF BRANDING IN SALES AND DEVELOPMENT
initiatives of the competitors, it has become tough for the company to maintain its sales growth.
It has been identified that the customer marketing industry sector has stopped selling near about
$150 million products for protecting the luxury brand image of the company. As the company is
holding the luxury status in the market, therefore, compromising with the price can create
negative impact on its business reputation. In such cases the controversies among the people and
negative impression on the customers’ perspective, the sales revenue and business development
process can be affected. It is true that branding is very important for an organization so that it
will be able to maintain its sustainable position in the market. Therefore, it can be said that in this
situation, branding has become important for the Burberry fashion for maintaining its position in
the competitive market.
3.0 Aim and objectives/ research question
Aim: The purpose of this research is to introduce the effective way in the workplace so that the
waste management process can be done in the right manner. The study also aims to focus on
analyzing the decision needs so that expensive unsold products can be disposed in an acceptable
manner. The study also aims to find an innovative way, so that the sales and organizational
development will not get affected.
 What can be the way to identify the effective way by following which the unsold
products can be given to the charity on behalf of Burberry organization with promotive
marketing?
 How to analyze how the old products can be sold through franchise?
 How to focus on introducing alteration against the exiting product based on current
trend?
 How to improve the lean management for preventing excessive storage for each year?

5IMPACTS OF BRANDING IN SALES AND DEVELOPMENT
4.0 Justification and potential output of the research
In case of analyzing the research, different journals and articles will be reviewed that can
help to identify the importance of branding for the organization. After the research and
development process, it will focus on identifying how the branding can impact on the sales and
organizational development. On the other hand, the study will also shed light on global fashion
sector and current market challenges. In this research, it will be discussed that how the large
number of unsold products have impacted on the business profitability of the company. In this
study the entire scenario of the fashion industry and its impact on business revenue will be
highlighted. I believe, this study will help the fashion organizations to develop effective branding
strategies, which can be beneficial in case of avoiding the business risks.
On the other hand, it cannot be denied that the research questions which will be answered
through the data collection and data analysis process, will be beneficial for academic purposes.
Depending on the research, the further branding development initiatives can be introduced in
fashion industry.
5.0 Conceptual framework and hypothesis development
5.1 Concept of branding
The term branding indicates the image of an organization which is being established for
grabbing the attention of large number of customers. In another word, Baumeister, Scherer and
Wangenheim (2015) stated that it can be said that branding is about developing an influential
reputation of an organization that can drag the customers attention and influence their decision
making process. It has been identified that the purpose of developing strong brand image is to
help the stakeholders to understand different offers of the company. It is also true that depending
on branding the USP of an organization can be depended (Ahuja 2015). In case of branding,