Organizational Branding | Report

Running head: ORGANIZATIONAL BRANDING
ORGANIZATIONAL BRANDING
Name of the student
Name of the university
Author note

1ORGANIZATIONAL BRANDING
Introduction
The branding and marketing activities of an organization are focused towards improving
the involvement of the customers and experiencing elevated sales. According to Shi and Miles
(2019), effective branding activities of an organization permits a business in empowering the
confidence of the customers towards the offerings made by the business. The extensive range of
marketing activities allows an organization in drawing the attention of the target customers while
improving the prospects of their sales in the international markets. Therefore, the report will take
the initiative of introducing a fast fashion startup, The Black, in London and introduce different
measures for marketing and branding the propositions of the organization with the purpose of
improving the sales figures while encouraging the engagement of the customers. The purpose of
the report is to identify the different processes that might be conducted by a startup for branding
and marketing their propositions in the concerned markets.
The Black
The Black is a startup organization in the markets of London which is focused towards
developing menswear relying on the shift of preferences and likeness of the males. The
organization is focused towards producing low end street fashion propositions that are easily
affordable by the people. The uniqueness of the menswear brand will be to provide the customers
with higher quality offerings in lower prices which is focused towards the adoption of cost
leadership strategies.
The common objectives of the organization will be:
 To devise low end street fashion menswear
 To develop improved quality propositions

2ORGANIZATIONAL BRANDING
 To provide the customers with better service assistance
Target customer
The target group of customers of the concerned organization would be people between
the age group of 22- 35 years males and are people indulged in educational or professional
practices and a low or medium income groups. The organization would be targeting the
customers mostly from the outskirts of London with lower disposable income. It has been
observed that most of the customers in UK or London feel insecurity towards investing huge
amounts for buying their necessities due to the uncertainties of the Brexit (Roberge and
Cespedes 2016). Therefore, the concerned organization would be considering the price sensitive
population while positioning their propositions in the London markets.
Customer-centric strategy objectives
The concerned organization would be making use of the psychological and behavioral
constructs of the target population while positioning their propositions in the markets. The
behavior of the population is specifically guided towards buying quality propositions at a
cheaper cost. Therefore, the organization would making use of the following strategic objectives
while positioning their propositions:
 The organization will be positioning the propositions with a lower price
 The organization would also take the initiative of positioning the propositions as quality
low end menswear brand
 Improving the satisfaction of the customers through efficient assistance and service
offerings

3ORGANIZATIONAL BRANDING
The lower price of the offerings would allow the organization in drawing the attention of the
price sensitive customers in London. The low priced propositions would increase the scope of
the organization in finding prospective buyers in the London markets. According to Rajagopal
(2019), in most cases, rather than paradoxical situations, the customers are more driven towards
lower priced yet quality offerings. Again, Tardan, Shihab and Yudhoatmojo (2017) observed
that the millennial population is specifically driven towards the experience that an organization
offers through the propositions and not the cost of the propositions for showing off the elegance.
The changing mentality of the millennial customers and the growing rate of price sensitivity
among the same would allow the organization in establishing their business effectively in the
London markets. Therefore, the lower priced propositions that would be devised by the
organization would help in gaining a significant amount of share in the concerned markets.
Again, the price considerations would allow the organization in gaining a competitive edge over
the existing apparel manufacturers and high end businesses.
Moreover, the proposition of improved quality fabrics while maintaining diversity of designs
would allow the organization in attracting the attention of the target audience while retaining
their trust and loyalty towards the brand. Mumi, Obal and Yang (2017) stated that the
improvements in the quality of the propositions allows a venture in competing with the high end
propositions in the markets while empowering their cost leadership position. Therefore, the
proposition of quality offerings would allow the business in improving the capability of the same
in elevating the market position of the same. Lastly, the improvement of the service quality and
assistance to the customers would allow the organization in retaining the commitment and
loyalty of the customers towards the brand image. Key (2017) stated that the conception of the
customers towards the brand image plays a vivid role in contributing to the sustenance of the