Impact of Branding on Organizational Growth

This research paper explores the impact of branding on organizational growth and highlights the importance of branding in driving positive impact on the business environment. It discusses the factors influencing the branding process, the challenges faced by companies, and the significance of branding in the market.

Impact of branding in case of driving organizational growth
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Table of contents
1.0 Introduction................................................................................................................................2
2.0 Problem statement.....................................................................................................................3
3.0 Aim and objectives....................................................................................................................3
4.0 Justification of the potential output of the research...................................................................4
5.0 Conceptual framework and hypothesis development................................................................5
5.1 Concept of branding..............................................................................................................5
5.2 Significance of branding........................................................................................................6
5.3 Factors influence the branding process..................................................................................6
5.4 Challenges faced by the companies while implementing the branding strategies.................8
5.5 Hypothesis development........................................................................................................9
6.0 Methodology............................................................................................................................10
6.1 Research approach and data sources....................................................................................10
6.2 Proposed data collection and analysis technique.................................................................10
6.3 Organization of the study.....................................................................................................11
6.4 Budget, project activities and Gantt chart............................................................................11

1.0 Introduction
In order to create the memorable impression on customers’ mind, the branding play a significant
role (Fulgoni, 2015). In other words it can also be said that branding plays an effective role in
case of developing a competitive image on the market. In the current business scenario, Branding
is being considered as the important strategic initiative adopted by the companies in case of
developing strong ciust0omer base as well as gaining the high profit in the market. Due to
changing socio economic standard, consumption trends as well as expectations of the customers
from the companies have been rapidly changing (Tanwar & Prasad, 2016). In this situation
branding has become the debatable topic in the organizational development process.
In order to generate the high revenue in the market branding please and essential role (Sharma,
Davcik & Pillai, 2016). In order to avoid the uncertainty as well as confused regarding the
organizational development branding can be considered as a strategic initiative adopted by the
companies for ensuring its consistency in the market. A well-known brand can also be
considered as list risky for purchasing any kind of product from that particular band which in
some extend influence the loyalty of the customers. Not only the physical asset but also branding
plays an important role for increasing the eternal value of the company on customers mind.
Based on different equity the market value of the company gets increased. By continuing this it
can also be seen that based on the brand position in the market the temporary crisis can be
handled and it also helps to restoring the confidence of the customers for a particular product
(Sharma, Davcik & Pillai, 2016). The purpose of this research is to shed light on the importance
of branding in the emerging business scenario and highlight its consequences in case of driving
the positive impact on the business environment.

2.0 Problem statement
Due to increasing competitiveness in the market branding has become one of the important
strategic initiatives in the trade industry (Parveen, Jaafar & Ainin, 2016). In case of preventing
new entrants in the market trending is being considered as the effective strategy to that can help
to the strong market position as well as it can help to create strong rate on the competitors mind.
Analyzing the current business environment it has been identified that organizational growth is
highly depends on the branding initiatives adopted by the company. Not only the product or
service but also the process for introducing or presenting it in the market has become important
for ensuring the higher rate of profitability. It is also true that in order to drive that purchasing
behavior the customers trending influencers the customer loyalty towards the particular service
or product.
It has been identified by due to lack of understanding regarding the importance of branding
initiatives most of the cases the organization take the wrong decision and which brings the
negative branding impact on the organizational performance (Hirvonen, Laukkanen & Salo,
2016). It is true that branding can bring the huge improvement in organizational operations but
also it cannot be denied that due to negative branding initiatives the drastic impact on the growth
process cannot be avoided. The purpose of this research is to highlight the interconnection
between branding and organizational development process and highlighting this variables the
future growth of the great industry can be ensured.
3.0 Aim and objectives
The aim of the research is to highlight the importance of branding in terms of ensuring the higher
value of an organization. The research will highlight different factors that drives the branding
processes and identify its impact on the performance management process in an organization.

Describing the challenges face by the companies while introducing the branding will also be
highlighted in the research. Providing the measurable recommendations the research project will
aim to provide the right direction for the companies in terms of sustaining in the competitive
business environment.
 To identify the factors that influence the influence the branding process in the market
 To analyze the challenges that can be faced by the companies while implementing the
branding initiatives
 To evaluate the significant interrelationship between branding and organizational
performance
 To analyze the measurable recommendations in case of dealing with the branding
challenges.
Research question
 What are the factors that influence the influence the branding process in the market?
 What are the challenges that can be faced by the companies while implementing the
branding initiatives
 What is the significant interrelationship between branding and organizational
performance
 Which are the measurable recommendations in case of dealing with the branding
challenges?
4.0 Justification of the potential output of the research
In order to conduct research the diverse articles will be reviewed by the author. In terms of
introducing the problem solving abilities customer satisfaction as well as innovation the

importance of branding will be highlight in this research paper (Reijonen et al., 2015).
Developing the significant correlation between organizational developments and branding
process the study will highlight the importance of brand values in terms of ensuring the
sustainable position in the market. The research questions which have been mentioned will
highlight the factors that influence the branding initiatives. Both the positive as well as negative
impacts of branding process will be e described in this research paper. Analyzing the scope of
this research for academic purposes it can be said that the research field open the scope for
evaluating the changing market needs as well as consumption patterns of the customers. Based
on the consumption Trends the companies will be develop an effective branding strategy for
ensuring the long-term sustainability.
5.0 Conceptual framework and hypothesis development
5.1 Concept of branding
In the current business scenario organizations have dragged their interest towards building the
brand around their organizational model (Barreda et al., 2016). Through the branding process the
organizations have decided to generate the constant bus the market why influencing the loyal
following. Therefore it can be said that branding is being considered as a Process that involves in
creating the unique name as well as image for a product on the customer's mind. Basically
branding is been considered as advertising process in which the consistent theme can be shared
with the customer. Through the branding the organization aims to establish an important and
differentiated presence the Global trade industry so that it can easily attract the loyal customers
(Reijonen et al., 2015). Brand is being symbolized based on the brand messaging which helps to
develop its individual identity. With unique logo website design tagline and merchandise the
branding theme is being developed. Through the branding process memorable emotional

distinctive and simple image of the company is being developed on customers’ mind which plays
an important role for enhancing the USB of the company.
5.2 Significance of branding
Branding is being considered as the market strategy which is being used by the farmers in terms
of differentiating their products from the similar offering companies. Building the strong
appearance image and unique name of the product it becomes easier for the marketers to find the
potential customers from the crowded Marketplace (Kaur & Syal, 2016). It is true that driving
the shopping behavior of the customers in branding plays a significant role. Through the
effective branding initiatives the companies can get the chance to differentiate its product or
services from the market when the similar benefits and attributes are already being offered by the
other companies. Branding strategies are being developed in the market for creating the band
equity. In this process sharing the values the marketer strives to develop a strong brand
personality with which the emotional needs of the customers can be fulfilled.
Based on the adaptive nature of the customer the decision making process of them is being
influenced (González-Mansilla, Berenguer-Contrí & Serra-Cantallops, 2019). In most of the
cases branding helps to influence the habitable buying behavior. The people whose purchasing
decision gets influence based on the family and friends reviews in that case branding tries to
provide the standard purchasing experience to the customers so that they can work as a second
voice of the brand. On the other hand, it is being considered as an important strategic option
adopted by the companies in fridge the link between manufacturers and brand identity can be
developed. Generating the well-defined branding strategy it becomes easier for the organizations
to increase its appearance in the market.

5.3 Factors influence the branding process
Brand Quality
By creating the distinctive values in the market the brand building process helps to understand
the emotional as well as functional values of the customers. There are various factors which
drive the brand building process. Branding quality is very important for or achieving the
functional requirement of the customers (Kant & Jaiswal, 2017). Higher quality of brands get the
chance to achieve greater market share as well as high profitability from the inferior Rivals.
Before introducing any branding strategy in the market is very important for the company to
understand, the quality requirement of the customer. In most of the cases based on the
performance evaluation of the product the purchasing behavior of the customers gets influenced.
Based on the performance parameter the quality of the brand is being categorized. Based on the
quality of the product introduced by the brand the reliability of the customer gets influenced.
Brand Positioning
Brand Positioning involves in in establishing a clear differential advantage in the customer's
mind. Creating the unique position in the market brand gets opportunity for developing
communication with customers (Elsäßer & Wirtz, 2017). Therefore it can be said that based on
the brand positioning process the customer relationship as well as functional needs of the
customers get satisfied. Due to increasing opportunities in the Market Positioning has become an
important influential factor that helps the brand for specifying its services for grabbing the
attention of potential customers. In case of developing attractive as well as largest segment brand
Positioning helps to satisfying the values of the customers by focusing on understanding their
logical and emotional appeals.

Communication
In case of shipping the customer perceptions the brand Positioning is being done. By projecting
the brand personality awareness regarding the brand needs to be increased among the customers.
Based on the sales promotion, sponsorship, Advertising and Public Relations campaign the well-
balanced communication between the brand and the customers can be developed. The purpose of
brand communication is to develop the attraction of the customers towards the brand. Based on
the well balanced communication process with customers brand becomes the important part of
customers’ life (Hajli et al., 2017). In that case emotional and physical attachment of the
customers with the brand helps to ensure the long-term sustainability of the company in the
market. On the other hand it is also true that based on the public relation campaigns the
companies celebrate the contribution of customers towards helping to achieve the business goals.
Long term perspective
In case of generating awareness brand values and building the strong customer loyalty for the
long term high level of brand investment is needed towards understanding the long term
perspective of the customers. The strength of the brand is being measured depending on the
strength of association between the customers and the brand (Elsäßer & Wirtz, 2017). It is true
that it takes time for creating the code relationship between the brand and the customers but
based on the establishment of trust and credibility as well as constant performance it becomes
possible for the brand to who influenced the associated behavior of the customer towards the
company. In case of developing the strong relationship with the customers the employees in the
company are being trained in terms of increasing the Awareness of the brand in the market.

5.4 Challenges faced by the companies while implementing the branding strategies
It is true that developing the branding strategy is very important for ensuring the sustainable
growth in the company but it is also true that building the brand is a complex process. Due
changing consumption trends of the customers’ needs and demands of the customers are rapidly
changing. In this situation executing the exceptional ideas becomes challenging for the company.
In order to bring the brilliance ideas in the market the brand building process become
challenging for the company. In the current business scenario, Branding is being considered as
the important strategic initiative adopted by the companies in case of developing strong
ciust0omer base as well as gaining the high profit in the market. Due to changing socio economic
standard, consumption trends as well as expectations of the customers from the companies have
been rapidly changing (Tanwar & Prasad, 2016). In this situation branding has become the
debatable topic in the organizational development process.
Integrated communication marketing has become one of the important parts in current business
scenario. Based on the Integrated Marketing Communication text it's not only the customer
relationship gets improved, but also it plays a dynamic role in terms of increasing the
competitiveness of the company in the Global market. In such cases achieving the Integrated
Marketing Communication becomes challenging for the brands as it influence the isolation and
competition rather than focusing on communication and cooperation (González-Mansilla,
Berenguer-Contrí & Serra-Cantallops, 2019).
Before introducing the branding strategy in the market is very important for the organization to
clarify The Vision and Mission statement of the company with the employees. In most of the
cases due to lack of understanding regarding the values and beliefs of the company it become
challenging for the company to build it a strong brand by involving the employees. it is true that

brand is very important in case of bringing the attention of the customers who is a particular
product or service (Reijonen et al., 2015). however it is also true that in the current business
scenario increasing amount of controversial Marketing Communication practices maintaining the
strong brand image has become quite difficult for the companies. Some of the cases the
controversial branding strategies based on race, class, status and sex, the brand identity face the
challenging situation.
5.5 Hypothesis development
H1 H0: Branding does not have impact on consumer behavior
H1: Branding does have impact on consumer behavior
H2 H0: Branding brings the negative impact on organizational development
H2: Branding brings the positive impact on organizational development
H3 H0: There is no significant correlation between branding communication and
successful organization
H3: There is significant correlation between branding and successful
organization
H4: H0: Branding failure does not bring any impact on growth of the company
H4: Branding failure does bring impact on growth of the company
6.0 Methodology
6.1 Research approach and data sources
using the survey method the primary information will be collected while conducting the research.
as a topic will cover the vast area in that case using the random sampling technique 200
customers will be selected randomly. Introducing a questionnaire the survey will be conducted
on the customers. Conducting research in logical manner the descriptive research Design will be

selected by the researcher so that the research information can be described in detail manner.
Using the existing theories and models the researcher will evaluate the research topic. In that
case descriptive research approach will be selected in this research project. In case of analyzing
the collected data quantitative research analysis technique will be followed. The research
information which will be collected from participants will be transformed into the numerical
form. Adding the tables, graphs and charts the presentation of the research information will be
done in proper manner.
6.2 Proposed data collection and analysis technique
Population
Online survey will be conducted on the customers who frequently search for new products and
brands in the market.
Sampling
In order to cover the large area of research, the random sampling technique will be used by the
researcher in case of conducting the survey on 200 customers.
Variables and analysis
Developing the positive relationship between the branding and organizational development the
research will focus on analyzing the emerging situation in the market. On the other hand, it can
also be said that highlighting the importance of branding the research will identify the factors
that drive the branding implications, which can help the others organizations to manage future
branding strategies in proper manner.

6.3 Organization of the study
Chapter 1: Introduction will highlight the aims and objectives of the research by highlighting the
emerging problems.
Chapter 2 literature review will develop the interrelationship between the research variables.
Chapter 3: Research methodology. In this chapter the research methods, which will be used by
the researcher for conducting the research will be focused.
Chapter 4: In this chapter the collected information will be presented.
Chapter 5 indicates the data analysis process, in which the presented information will be
analyzed.
Chapter 6: Conclusion and recommendation, in which the final outcomes of the research will be
highlighted and further scope of the research paper will be discussed.
6.4 Budget, project activities and Gantt chart
Purpose Estimated amount
Literature review $2000
Data collection $1500
Data analysis $1500
Total Budget Estimated $5000
Project activities and schedules

Gantt chart
Created by author

7.0 Reference list and bibliography
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of hotel branding through interactivity theory. Tourism Management, 57, 180-192.
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience and branding. Computers in Human Behavior, 61, 103-113.
Elsäßer, M., & Wirtz, B. W. (2017). Rational and emotional factors of customer satisfaction and
brand loyalty in a business-to-business setting. Journal of Business & Industrial
Marketing, 32(1), 138-152.
Fulgoni, G. M. (2015). How Brands Using Social Media Ignite Marketing and Drive Growth:
Measurement of Paid Social Media Appears Solid But Are the Metrics for Organic Social
Overstated?. Journal of Advertising Research, 55(3), 232-236.
González-Mansilla, Ó., Berenguer-Contrí, G., & Serra-Cantallops, A. (2019). The impact of
value co-creation on hotel brand equity and customer satisfaction. Tourism
Management, 75, 51-65.
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M. O. (2017). Branding co-
creation with members of online brand communities. Journal of Business Research, 70,
136-144.
Hirvonen, S., Laukkanen, T., & Salo, J. (2016). Does brand orientation help B2B SMEs in
gaining business growth?. Journal of Business & Industrial Marketing, 31(4), 472-487.

Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer
satisfaction: an empirical study on public sector banks in India. International Journal of
Bank Marketing, 35(3), 411-430.
Kaur, J., & Syal, G. (2016). Determinative impact of employer attractiveness dimensions of
employer branding on employee satisfaction in the banking industry in India. Business
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Parveen, F., Jaafar, N. I., & Ainin, S. (2016). Social media’s impact on organizational
performance and entrepreneurial orientation in organizations. Management
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Reijonen, H., Hirvonen, S., Nagy, G., Laukkanen, T., & Gabrielsson, M. (2015). The impact of
entrepreneurial orientation on B2B branding and business growth in emerging
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Reijonen, H., Hirvonen, S., Nagy, G., Laukkanen, T., & Gabrielsson, M. (2015). The impact of
entrepreneurial orientation on B2B branding and business growth in emerging
markets. Industrial Marketing Management, 51, 35-46.
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact
of R&D expenditure and brand equity on marketing performance. Journal of Business
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Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact
of R&D expenditure and brand equity on marketing performance. Journal of Business
Research, 69(12), 5662-5669.

Tanwar, K., & Prasad, A. (2016). Exploring the relationship between employer branding and
employee retention. Global Business Review, 17(3_suppl), 186S-206S.