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Research Project on Brand Awareness

Added on - 23 Nov 2020

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RESEARCH PROJECT ON BRANDAWARENESS IN MARKS & SPENCER
TABLE OF CONTENTSCHAPTER 1....................................................................................................................................11.1 Aim and Objectives..........................................................................................................11.2 Factors that contribute to the progress of research project...............................................21.4 Research project specifications........................................................................................21.5 Providing an appropriate and effective approach applied for gaining proper solution....3CHAPTER 2....................................................................................................................................51.3 Undertaken the critical review of key references based on the Literature Review..........5CHAPTER 3....................................................................................................................................62.1 Research evaluation methods and techniques..................................................................62.2 Undertaken the preposes research....................................................................................7CHAPTER 4....................................................................................................................................82.3 Record and collate relevant data where appropriate.........................................................83.1 use appropriate research evaluation techniques.............................................................113.2. Interpretation and analyses............................................................................................11CHAPTER 5..................................................................................................................................123.3 Recommendation and Justification for the further consideration...................................12CONCLUSION..............................................................................................................................12REFERENCES.............................................................................................................................13APPENDIX...................................................................................................................................14
CHAPTER 11.1 Aim and ObjectivesIntroductionBrand awareness is the profitability that clients are well-known about the existence andavailability of the products. It is the level to which customers precisely associated with brandwith a particular product. It is measured as the ratio of niche market that has former knowledgeof brand. Brand recognition and brand recall are included in the brand recognition. Thecustomers of Marks and Spencer is aware of its brand. The research project is based on brandawareness. The research project will make understand the aims and objectives of company. Weare conducting research on brand awareness of Marks and Spencer. Primary and secondaryresearch; both are conducted in this research project. Literature review is also done in thisresearch.Background of the studyThe most important assert of the business is Brand. It refers to name, logo or symbolwhich is used to identity a product as well as differentiate it from competitors. In order to wincompetition in a business, company requires to have brand equity. The purpose of this study is toanalyse the relationship in between the brand awareness and brand loyalty. The effect of brandawareness is very essential to brand loyalty. In order to judge the brand loyalty, it is veryimportant to mention the magnitude of brand awareness.Rational of studyThe main reason for conducting this research is to identify the brand awareness of Marksand Spencer. Problems arise when there is brand awareness in the customers but still they areloyal towards the brand of company. It is very important or mention the dimensions of brandawareness. Marks and Spencer is facing the problems of rebranding. The customers are unawareof the brand of company; the management of company is interested in enhancing the awarenessamong the target customers. Company is also facing the issues of unfavourable awareness amongcustomers.Aim:To analyse the effectiveness of brand awareness in raising sales and profitability ofcompany: A study on Mark & Spencer1
Objectives:To understand the concept of brand awarenessTo determine the relationship between brand awareness and company’s sales andprofitabilityTo evaluate the effectiveness of brand awareness in raising sales and profitability ofMark & SpencerTo recommend ways to raise sales and profitability through brand awareness at Mark &Spencer1.2 Factors that contribute to the progress of research projectThere are several elements which are contributed in the selection of research project. Theelements are described as below-Knowledge and experience of research- By conducting this research, I will able todevelop and improve my understanding towards different kinds of troubles and problems whichcompany is facing in building and maintaining the brand awareness (Pegoraro, Scott and Burch,2017).Area of interest-In this topic of research, I have high level of interest. Marks andSpencer is a well-known retail sector in the world. This research project would able me todetermine the several sets of schemes and plans which organization is formulating to attain thebrand awareness among its customers.Future scope-This research report will create and enhance my knowledge which will befruitful for my future job performance (Novansa and Ali, 2017).1.4 Research project specificationsRole played by research study is very essential for the life of humans as well as forcompany as because it helps in making solutions especially when it comes to brand awareness. Inthis study of research, the research workers will make use of optimistic research philosophywhich help in obtaining the targeted goals and objectives. The information is collected from boththe sources i.e. primary and secondary. There is no hypothesis present in this current researchreport. The entire research is based on facts and reality (Lambert-Pandraud and et.al, 2017). Themain aim of conducting this research is to solve the issues coming in the organization in brandawareness. Moreover, the manager of the organization is providing amended information related2
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