Digital Marketing Impact on Brand Management

This research project investigates the impact of digital marketing on brand management, specifically focusing on Nike and Adidas. The project analyzes the use of digital technologies, their effectiveness, and the advantages and disadvantages associated with them. Through qualitative data analysis based on interviews with employees of both companies, the project provides insights into the role of digital marketing in brand management.

Research Project part 2

EXECUTIVE SUMMARY
This research report will lay an impact on the overall operations and activities that are
been carries within the organisation to have a better share of knowledge and insight about the
usage of digital technologies on the brand management. The report will cover it's influence in
regard to Nike and Adidas and will also evaluate the advantages and disadvantages possessed by
them. Beside this, the rise in capabilities and the revenue geberation by the firm is evaluated and
proper interpretation of the data is been done through the means of qualitative analysis involving
the use of interview questionnaire.

Table of Contents
INTRODUCTION...........................................................................................................................1
Background study........................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research Questions.....................................................................................................................1
RESEARCH METHODOLOGIES.................................................................................................2
DATA ANALYSIS..........................................................................................................................4
Analysis.......................................................................................................................................4
CONCLUSION................................................................................................................................9
Recommendation.........................................................................................................................9
Appendix...................................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The use of digital technologies within a business organisation will help an organisation to
handle its management level operations that will help in improving the brand performance of a
business organisation. The effective use of digital tools or techniques and actions will help
organisation to meet operations and activities which will help in better growth and development
of a business brand. Other than this, it will help in improving the performance and business
activities in a better way ( Bell and et.al., 2015).
Background study
Rise in usage of digital tools and technologies within a business organisation will help in
effective growth and development of a business organisation to a great extent. Efficient and
significant utilization of business operations will help in improving the performance and
capability of an entity ( Chaffey, 2015). It not only helps in increasing the efficiency of firm but
also contributes in developing healthy relation with its stakeholders and customers. The online
marketing technique will also help in improving the quality of services and actions or activities
that will help in increasing performance of a firm and improving brand name and image
( Javornik, 2016).
Aim
“To ascertain the impact of digital marketing on brand management - A case study on Nike and
Adidas”
Objectives
 To assess the concept of digital marketing
 To determine the implications of digital advertising on business activities
 To determine the uses of digital technological tools in managing image of a brand
 To ensure advantages and disadvantages of implementing digital marketing (Keller,
2016.).
Research Questions
 What is the concept of digital technology?
 How can digital advertising be implied on business activities?
 How digital technological tools can be used to manage the brand image?
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 What are the advantages and disadvantages of implementing digital marketing?
RESEARCH METHODOLOGIES
A good and effective research methodology will help the organisation to improve its
performance and thus, support in effective management of business actions and operations.
It will help in suitable planning and carrying out the business activities and actions (Eastman
And et.al., 2014). It consists of certain elements or components that will help to increase the
effectiveness of output or information that is been received by a business operations and
actions in an effective way. The effective research methodology for the current research
project is as follows:
Research philosophy
The research philosophy consists of the core concept that is followed by a researcher
or scholar to increase his knowledge about the research process. Other than this, it will help
in identifying the significance of research aim and objectives to a high extent (Eastman And
et.al., 2014.Keller, 2016.Javornik, 2016.Chaffey, 2015. Bell and et.al., 2015.Kannan,
2017.Grishikashvili, Dibb and Meadows, 2014,Jugenheimer, Sheehan and Kelley, 2015).
For current research process, data interpreter has taken exploratory research philosophy that
will help in good rise in capability and get the information from various data sources used to
get proper idea about usage of data interpretation process within a firm.
Research Approach
Research approach is a method or tool that helps the researcher to draw blueprints
and conduction of studies and other research activities. It helps the researcher to manage its
research process within a cited business enterprise (Straker and Wrigley, 2016). This will
also support a data investigator to decrease the chances of failure of its research process and
determine effective strategy to follow. This is done in order to get suitable output form
research process. For the current research process, inductive research approach is been
followed that will include the interviews of respondents using the qualitative data analysis
(Kannan, 2017.).
Data collection
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The data collection is one of the major and very important process within a data
research activities that are been followed within a business organisation. A good data
collection will help in increasing the insight or knowledge of data investigator towards the
cited research aim or objective (Kirk And et.al., 2015). The data collection measure involves
many methods that will help a researcher to gain the proper idea about the effectiveness of
cited aims and objectives that are been set for the investigation purpose, for the current
research process, primary data collection process is been followed through the means of
interview (Grishikashvili, Dibb and Meadows, 2014,).
Data Analysis
After the data collection process is been carried out, the effective and in detail data
analysis is been performed by a date investigator or researcher. The suitable and effective
data analysis will help the researcher to get the proper output or information related to
research topic and come out with a suitable conclusion or result of a research process
(Nambisan, 2017). The data evaluation will support a good handling of wide range of
business activities and actions to a greater extent. For the current research process, the
thematic data analysis is been performed by the data investigator to get the suitable rise in
capability and actions within the firm.
Sampling
In order to carry out the research process effectively and in an efficient manner, the
data investigator will take a sample size of the people related to the research process or topic
in order to have a clear insight and activities that are been performed within a business
entity to carry out its activities in an effective way. The proper sampling will help the
organisation and data investigator to get the suitable output and information based on the
data research process (Hanna and Rowley, 2015). For the current research process, 15
employees of Nike and Adidas each are been chosen in order to carry out the data
investigation process at both the firm.
Ethical consideration
While carrying out the research process, the data investigator or researcher has to
follow certain ethical obligation and actions that will help in increasing the performance as
well as the legal obligations that are been taken in thought process by a data researcher. It
will include certain principles and policies that will make the data researcher process more
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viable and effective. Other than this, the researcher will look after that no respondent is been
forced or pressurised to give a certain opinion that can lead to alteration of the overall data
analysis process (Kumar and Reinartz, 2018.).
Research Limitation
The setting up of the research limitation or restrictions will help the data researcher
to get the suitable idea about the loop holes and problems that can occur during research
process and may affect the performance or output of the research process that is been carried
out by the researcher or data investigator (Jugenheimer, Sheehan and Kelley, 2015). The
data limitation assessment will help in effective planning of data collection and analysis
process that is been carried out related to data investigation process. The planning and
arrangement of data limitation will help the firm to improve the effectiveness of data
collection and investigation process carried out within cited business entities (Bianchi and
Andrews, 2015).
DATA ANALYSIS
Analysis
Theme 1: Respondent are aware about the digital technologies
Interpretation: on the basis of the data investigation process that is been carried out at both,
Nike and Adidas about the impact of digital technologies on the brand management and
marketing of the firm, this is been found that out of 15 employees of Nike who participated as
respondents in research process, 10 agreed to the fact that their firm is aware about various sort
of digital technologies while 5 employees denied the fact that the management of firm is aware
about the digital tools and techniques.
On the other side, At Adidas, out of 15 respondents, 12 employees cited that the
organisation is well aware about digital technologies. However, 2 respondents denied the fact
that the cited sport accessories manufacturing firm is aware about the digital technologies. While
1 employee was unable to give out proper response to the question. Hence, based on the
assessment and the response received from the respondents this can be interpreted that both the
firms are aware about concept and usage of digital technologies.
Theme 2: Digital technologies are effective for the firm
Interpretation: Depending on the interview conducted within Nike and Adidas on the
effectiveness of the digital technologies on the brand management and marketing processes this
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is been found that at Nike, among the 15 respondents that have participated in the data
investigation process, 11 employees said that the digital technologies is well implemented within
the firm while 4 respondents denied the fact. On the other side, at Adidas, 7 employees reacted
that the digital technologies are well placed within the business organisation while 8 employees
says that the implementation of digital technologies within the firm is not quite well.
Based on the output received, this can be said that the digital tools and techniques that are
been identified within the firm are well implemented that will contribute in the well execution of
the marketing activities within the cited business organisations.
Theme 3: digital technologies put highly impact on performance of the organisations.
Interpretation: As per the data investigation of the digital technologies and tools that are been
implemented at both the sports accessories manufacturing entities, this can be said that at Nike,
out of 15 respondents, 12 individuals said that the implementation of digital technology and
helped a lot in improving the performance of business entity while 3 respondents denied the fact.
On the other hand, at Adidas, 11 out of 15 employees state that the implementation of digital
technologies and online marketing has helped the business enterprise to increase its effectiveness
and efficiency. While, remaining 4 respondents were not abler to answer the query. Depending
on the data investigation, this can be interpreted that the use of digital technologies and online
marketing has helped both the firm to improve its performance and revenue generation in a
positive way.
Theme 4: Technology or technique are used within both the firms for better marketing
practices
Interpretation: From the data research process that is been performed at both the cited firms
this is been found that a wide range of technological tools and techniques are been used in both
the business enterprises that will help in improving the performance and activities of both the
firms. At Nike, among the 15 respondents participating in the research process, 10 supported the
use of social media tools for the online marketing purpose. 3 individuals favoured the use of
online advertisement while 2 respondents took the side of digital broadcasting.
On the other hand, at Adidas out of 15 employees that participated in the research process
as the respondent, 10 individuals favoured the use of social media platform for the digital
marketing and brand management. On the other hand, 5 employees supported the use of digital
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broadcasting for the effective and suitable maintaining of the business activities and operations
that are been covered for the effective growth and revenue generation.
Theme 5: digital tools and techniques is effective in maintaining the brand image of a Nike
and Adidas.
Interpretation: as per the research and data analysis process that is been carried within both the
organisations that will help in effective handling of the operations and activities. A different sort
of digital tools and techniques that will support the growth and maintaining of brand image of the
company. At Nike, the firm has found that out of 15 respondents, 12 individuals support fact that
the effective handling of the digital tools and techniques have helped the business organisation to
get the superficial growth and development of the brand image and reputation of the firm while,
3 respondents denied to it.
On the other hand, at Adidas, out of 15 individuals that have participated in the research
process within the business organisation, 14 reacted in the favour of the fact that the effective use
of digital tools and techniques have improved the brand image and performance of the business
organisation to a greater level. Thus, based on the output received from the data assessment
process, this can be said that a good use of digital technology is beneficial fir improvement of
brand image.
Theme 6: digital technologies influence in improving the customer satisfaction level.
Interpretation: As per the data investigation process that is been carried out at both the cited
business enterprises this is been found that at Nike, among the 15 respondents who participated
in the data investigation process, this is been found that 12 employees have favoured the fact that
the use of digital technologies had a positive impact on the increase in customer satisfaction level
while 3 individuals denied the fact. On the other hand, At Adidas, out of 15 respondents that
have been the part of research and data investigation process at the firm, 11 individuals favoured
the fact that the use of digital technology has improved the customer satisfaction level. On the
other hand, 3 denied this fact and 2 employees were unable to give the appropriate or satisfactory
reply to the query. Thus, depending on the business operations that are been carried out at the
cited business organisation. Based on this interpretation, this can be said that the use of digital
technologies for online marketing has been greatly beneficial for both the firms to improve
customer satisfaction level.
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Theme 7: digital tools and techniques are effective in improving efficiency and sales of
Nike and Adidas.
Interpretation: a deep end interview is been carried out at both the sport accessories
manufacturing firm that involves Nike and Adidas. Based on the data received from the research
process, this is been found by the data investigator that at Nike, out of 15 respondents that have
participated within the research process, 11 believe the fact that the usage of digital technologies
at the firm has improved its production capability and product sales and services within the
country while the remaining 4 employees disagreed to the fact.
On the other hand, at Adidas, the opinion of 15 respondents over the usage of digital tools
and techniques states that 14 respondents favours the usage of digital tools and techniques have
improved the production efficiency and sales of the business organisation to a greater extent this
will help in increasing the effectiveness of the business entity and its revenue generation. Thus,
depending on the data it can be interpreted that the effective use of digital tools and techniques
helps in improving the sales and production capabilities of both the cited enterprises.
Theme 8: digital technologies is important in brand maintenance and execution of both
companies operations.
Interpretation: depending on the research process that is been carried out within both the
business organisations, Nike and Adidas respectively, this is been found that the effective
utilization and implementation of digital technologies within both the firm for brand maintenance
and effective execution of the business activities and operations and activities. At Nike, out of 15
respondents, 14 agreed to the fact that the use of digital tools and techniques has helped the cited
business entity to improve its brand maintenance and operational execution but one respondent
denied to the fact. While on the other hand, at Adidas, among the 15 respondents, 12 agreed to
the usage of digital technologies while 3 denied its utilization for brand maintenance and
operational performance within the firm.
Theme 9: Digital technologies will help in increasing accessibility of firm to global customer
base.
Interpretation: On the basis of the data investigation, this is been found that at Nike, the All the
15 respondents believe that the use of social media platform and digital technologies has been
beneficial for the organisation to have a good accessibility to global customer base. On the other
hand, at Adidas, 12 out of 15 respondents agrees to this fact while 3 respondents denied the fact.
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Thus, on the basis of the data interpretation, this can be said that the effective management of the
business operations and activities can be achieved by both the firms for an effective growth and
development and getting an accessibility to the global customer base.
Theme 10: Digital technologies helps in increasing overall performance and efficiency of a
business operation.
Interpretation: From the data interpretation process that is been carried out at both Nike and
Adidas, this is been found that at Nike, 12 out of 15 respondents believe that the usage of digital
technology has helped in improving the overall performance of the organisation but 3
respondents denied the fact. On the other hand, At Adidas, all the respondents agreed to the fact
that the digital tools and technologies helps in improving the overall performance and efficiency
of the cited firm. Thus, this can be said that online marketing approaches helps in increase in
effectiveness of both the firms.
Theme 11: It helps in fulfilment of purpose of brand management for Nike and Adidas.
Interpretation: depending on the data assessment process that is been carried within the
business organisations, this is been found that the usage of digital technologies will help in better
handling of the brand management. At Nike, 14 respondents believes that the digital tools and
techniques will help in effective brand management while 1 employee denied the fact. On the
other hand, at Adidas, 11 respondents felt that the digital tools and techniques are useful for the
effective brand management. However, 4 respondents denied the fact. Thus, it can be interpreted
that the digital tools are good for brand management.
Theme 12: Various types of digital tools and technologies to improve the performance of
Nike and Adidas.
Interpretation: At Nike, 10 out of 15 respondents supported the use of a mobile application for
the improvement in performance of the firm while 3 favoured the use of a centralised system
while 2 supported the use of interactive website. On the other side, at Adidas, 14 respondents
favoured the use of mobile application, while 1 favoured the use of centralised system by the
cited business organisation. Thus, it can be said that the digital tools and techniques are
beneficial for performance improvement.
Theme 13: Assessment of advantages and disadvantages of digital tools and techniques
Interpretation: Based on the data investigation process that is been carried out by both the
business organisation, this can be said that all the respondents at Nike and Adidas agrees to the
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fact that the firm is well aware about the advantages of the digital tools and techniques over the
business organisation. This will help the organisation to increase the performance in an effective
way.
CONCLUSION
Thus, based on the research analysis process that is been carried out at both the cited
sport accessories manufacturing firm, Nike and Adidas, respectively. It can be said that the
effective utilization of the digital tools and techniques can be beneficial for a business
organisation that will support its effective growth and development to a greater extent
(Schivinski, Christodoulides and Dabrowski, 2016.). Other than this, from the assessment
process this can be concluded that the effective rise in the capabilities can be achieved that will
help in growth and development of the firm. The utilization of the digital tools and techniques
will help in meeting the targeted goals and objectives to be managed by the firm in an effective
way (Kane And et.al., 2015). Other than this, it is also found from the data investigation and
interpretation process that is been carried out within the organisation that will help in handling of
the business activities and operations to a greater and wider extent. The identification of
advantages and disadvantages will help the organisation to make the effective online marketing
plan for both the cited firm in order to have and effective brand management.
Recommendation
On the basis of the data interpretation process, certain recommendatory measures can be
suggested to both the firms that will help in mitigate the disadvantages and negative impact of
digital technologies over both the firms. Some supportive measures are as follows:
 Both the firms can use the option of developing a mobile application that will help the
firm to have a better connectivity with their customers (Straker and Wrigley, 2016).
 Proper training of the latest digital tools and techniques can be given to the employees in
order to improve the overall effectiveness and efficiency of the business firm.
 Regular assessment of online marketing techniques will help both the cited organisations
to make the suitable future plans and strategies to meet customers needs and demands.
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Appendix
Questionnaire
Name:
Mobile Number:
Gender:
Is your firm well aware about the concepts of Digital technologies?
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Are the measures of digital technologies well applicable within your firm?
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Have the digital technologies helped in improving the overall performance of the company?
-----------------------------------------------------------------------------------------------------------------
Which digital technology or technique is been implemented within your firm for the better
marketing?
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Do you find the use of Digital tools and technologies effective for maintaining of brand image
of your firm?
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Do you think the use of digital technologies have contributed in improving the customer
satisfaction level of your firm?
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Do you agree with the point that the usage of digital technologies have increased the efficiency
and sales of your business firms?
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Do you find Digital technologies beneficial for the maintaining of the brand and its operations
effectively within the firm?
-----------------------------------------------------------------------------------------------------------------
Do you find the digital technologies effective and significant in providing the accessibility of
global customer base to your business organisation?
-----------------------------------------------------------------------------------------------------------------
Have the use of these digital technologies have increased the overall performance and
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efficiency of your firm?
-----------------------------------------------------------------------------------------------------------------
Is the digital technologies that are been implemented within your business organisation is
capable in fulfilling their purpose of brand management for the organisation?
-----------------------------------------------------------------------------------------------------------------
Which digital technology can be used by your organisation to increase their efficiency of brand
management?
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Is your firm aware of advantages and disadvantages of digital technologies?
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Any recommendation
------------------------------------------------------------------------------------------------------------------
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