The Impact of Brand Management on Organisational Performance: A Case Study of Qantas Airline

This research paper investigates the impact of brand management practices on the organisational performance of Qantas Airline, a leading Australian airline. The study aims to analyze the relationship between brand management strategies and key performance indicators such as sales, profits, and customer retention. The research will utilize a mixed-methods approach, combining qualitative and quantitative data analysis techniques. The findings will provide valuable insights into the effectiveness of brand management in enhancing organisational performance and offer practical recommendations for Qantas to improve its brand strategy and achieve sustainable growth.

Research in Business
Assessment 3
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Table of Contents
1. Introduction..................................................................................................................................3
2. Problem statement.......................................................................................................................4
3. Aim and objectives/research questions........................................................................................6
4. Justification and potential output of the research........................................................................7
5. Conceptual framework and hypothesis development..................................................................8
5.1 Use of brand management practices in enhancement of business performance....................8
5.2 Brand management strategies for sustainability....................................................................8
5.3 Corporate brand positioning..................................................................................................9
5.4 Need of brand management...................................................................................................9
5.5 Hypothesis development......................................................................................................10
6. Methodology..............................................................................................................................11
6.1 Research approach...............................................................................................................11
6.2 Research type.......................................................................................................................11
6.3 Data collection method........................................................................................................11
6.4 Data sampling techniques....................................................................................................12
6.5 Research variables...............................................................................................................12
6.6 Data analysis techniques......................................................................................................12
7. Organisation of the study, project budget and schedule............................................................13
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7.1 Organisation of study...........................................................................................................13
7.2 Project budget and schedule................................................................................................13
References......................................................................................................................................15
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1. Introduction
It is very necessary for each and every organisation to have proper management of brand in order
to make increment in sales so that the company can make growth in profitability as well as
productivity. Brand management is a significant task for each and everyorganisation to develop a
market position in the targeted market. Mostof the companies are focused to develop a
positivereflection of the company in its market by business activities and support to the society.
Any other different kinds of activities are conducted to manage a brand name in the targeted
market. Each and every organisation contains a tagline which determines its vision and values.
Brand management term involves the management of the business activities to accomplish the
promises made by the company to its targeted customers. Defining positioning and delivering of
the brand is the prior concern of manage of brand. It is an art to sustain a brand in the society and
target market to enhance the trust and reliability of customers on its. It manages tangible and
intangible characteristics associated witha brand.
The present report is based on the topic regarding the impact of brand management so as to make
an increase in sales. The chosen organisation for the research is ‘Qantas’, a leading airline
association operating in Australia. There are various branding management policies and all such
policies play a significant role in an organisation in attaining desired objectives and goals. With
the support of these policies, ‘Qantas’ is making smooth functioning in order to deal with service
planning and marketing.
This study will be conducted in an organised manner and it will be start from the introduction
section. After that, problem statement will be conducted to briefly explain the problem has to be
resolved by the research. It will provide a clear understanding on the research problem. After its,
research aim and objectives will be defined on which this research paper will developed.
Justification and potential outcomes ofthe research will be defined in this next of aim and
objectives. Conceptual framework and hypothesis will be generated after the potential
outcomes.After it, the methodology section will become in which research approach, source of
information and methodologies for data collection and analysis will be proposed. In the last
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section this research proposal will provide an organisation of study, budget and schedule to
conduct a well organised research.
2. Problem statement
This research is based on the Qantas Airline which is an Australian company working in the
airline industry. Various kinds of brand management techniques are used by the company to
develop and maintain their brand image positive in its targeted market. It has been analysed that
in recent year’scompany’s performance is decreased in terms of sales and revenues which is not
negotiable aspect for the company (Rosenbaum-Elliott, et. al. 2015). It has created negative
effects on the performance and profits so it is essential to identify the basic reason behind it. It
has been analysed that company is failed to retain its customers which is highly related to the
brand management policies and techniques used by the company. Brand management is linked
with the accomplishment of the promises that the organisation made it with its targeted
customers. Decline in retention of customers indicates that somewhere company get failed to
accomplish its claims and promises to it targeted customers. It is essential to analyse loopholes
behind the decline in the performance of the company by which organisation can work on the
identified factors (Rosenbaum-Elliott, et. al. 2015). Sales and brand management is highly
interrelated which develops a reliability of the sales and performance on the organisation’s
positioning in the targeted market. Mostof the companies are using this brand management
technique to enhance their potential to attain or fulfil customer’s perspectives by the company’s
activities. This research paper will analyse the interrelation of brand management with the sales
and profitability on the organisation.
Different techniques and policies are used by the organisation according to its targeted market in
the management of the brand. It is essential to manage the position of the company effectively in
the targeted market which can help to the company to enhance their values in the targeted
customers. Social media, enhancement of services, involvement in the society etc. are the basic
fundamentals of the brand management which enhance the values of the company regarding
customers (Jugenheimer, et. al. 2015). This research paper will be based on the effectiveness of
the brand management to enhance the sales and performance of the company in its targeted
market. It develops the organisation’s position in the customers whenever have a need of same
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kinds of products and services. Customerretention is a prime factor for any organisation to
develop its tangible and intangiblecharacteristics. The effectiveness of the organisation for the
customers develops the potential to retain the same organisation in the futurewhich is essential to
maintain by any organisation.
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3. Aim and objectives/research questions
The research aim is a sentence which provides direction to the research so it is essential to
develop in the starting of the research.Research questions work on the different parts associated
with the research aim. It is essential to cover a wide area in the of research in the research
questions which are highly relevant to the research aim.
Aim
The aim of this research is to analyse the effect of brand management on the organisational
performance. Organisational performance is used in terms of sales, profits and customer
retention potentials. The focus of this study will be on Qantas Airline which is an Australian
company facing a decline in its performance regarding the sales and profits.
Research questions
RQ 1: Does brand management effect on the positioning of the company in its targeted market?
RQ 2: Is brand management is related to the organisational performance?
RQ3: How Qantas can improve its sales and profits by the use of brand management techniques?
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4. Justification and potential output of the research
Different articles and literature are reviewed under this research which has helped to develop a
research gap (Saunders and Lewis, 2012). It is essential to develop a research gap which can help
the author to implement a differentiation in the research pare from the previous one. This
research is based to analyse the effect of management of brand on the organisational profit and
revenues. It also analyses the relevancy of the brand management with the customer retention
which is the new concept and area for the research. It is required for any organisation to retain
their customerswhich helps to develop regular growth in the organisation. It supports the
attainment of the sales and revenues goals of the organisation. A study from Veljković,
&Kaličanin, (2016) is based on the improving business performance on the brand management
which will be reviewed in this research. This is a basic area of the research in which most of the
authors have studied so it is essential to manage differentiation in the current research with the
previous studies. Therefore, a gap is developed in this research paper by analysing the effect of
the brand management on the positioning of the company in the targeted market.
This research will help to readers to significantly use the brand management in the organisation
to retain their customers. Different aspects of the brand management are associated in this study
which will help to readers to clear their basic concepts regarding to this subject. This research
will provide the use of brand management in the organisational positioning in the targeted
customers which helps to develop new customers and as well as to retain the old customers with
the organisation (Kapferer, 2012). Mostofthe companies are using this concept which helps in
the betterment of the organisational performance in terms of attainment of customers
perspectives with the company. This research will provide outcomes in different use of brand
management techniques and policies for the organisation which supports in not only in the
performance improvement but also in customer satisfaction and loyalty. It is essential to retain
customers with the company by which an organisation can enhance its customer’s database. A
long number of customers indicate the effectiveness of the company to its customers which is an
asset of the company. It also supports to attract and develop new customers on which this
research will develop outcomes.
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5. Conceptual framework and hypothesis development
5.1 Use of brand management practices in enhancement of business performance
According Veljković and Kaličanin (2016), some variables are common in the brand
management practices. The author has conducted the whole study to analyse the effects of these
variables on the performance of the organisation. Practice BMP model has been used by the
authors in their research by which they have analysed that certain variables and linked with the
organisational performance.Most companies are used brand management practices to enhance
their sales and effectiveness for the customers which can help them to be more relevant with the
needs of the targeted customers. Brand management practices are used to develop a positive
influence on the customers which can help to the company to develop a better change in the sales
and performance. Author of this study has been analysed that different brand management
practices develops effects on the organisational performance in terms of sales and profits. It is
also used to enhance promotions of a new product in the targeted market which can help to the
company to enhance its reach in the market regarding to the product (Kucherov and Zavyalova,
2012). Business promotion is another aspect which is associated under the brand management to
enhance the reach of a specific product to the targeted market.
5.2 Brand management strategies for sustainability
As per the views of Grubor and Milovanov (2017), social media is the most effective technique
under this subject which supports to organisation to enhance its reach for its targeted customers.
Most of the companies usebrand ambassador to develop an organisational position in the targeted
market. It is essential to use an effective brand management strategy according to the
organisation to enhance the brand image of the organisation in the market. Social media is most
effective tool to communicate and market analysis. It is effective to deal with the targeted
customers and also to develop product promotion to enlarge the sales.Declaration of brand
ambassador is also covered under the brand management which helps to the company to develop
a positive brand image in the target market. It also enhances the reliability and trust of the
customers on the organisation (Heding, et. al. 2015). It is essential to use a suitable personality as
a brand ambassador to enhance the potential to develop a significant positive effect on the
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customers. Sustainability is a prior subject to implement in the organisation in the sales and
revenues which helps to improve overall performance of the company in its targeted market.
5.3 Corporate brand positioning
According to the Koch (2014),brand has a position in the market and actual position of the brand
can be unclear in the targeted market for its stakeholders. Brand image can lesser and higher
according to the expectations of the organisations. It is essential for a company to develop their
brand image according to their expectations and intentions. Analysis of brand image is the prior
subject which has been analysed by the author in his research. Systematic analytical process is
effective to use organisational brand image positioning by which they can analyse the brand
position effectively. big corporates which are working with the high investment in the industry
have a huge need of the corporate brand positioning to get success in the different ventures. Big
businessgroups have their interference in different industries and business so it is essential for
them to develop a positive and stronger brand image in the market which can help them to
develop a better change in the sales and performance. Brand management and development
process starts with the product and service development which helps to the organisation retain
targeted market needs in the company’s deliverables (Roper and Fill, 2012). It helps to develop a
positive influence on the customers which develops a better image in the targeted market.
5.4 Need of brand management
As stated by Naatu (2016), branding is a significant factor in the marketing and promotions of
the product in the targeted market. Mostof the organisation use brand management in the product
promotions and marketing which helps them to attain sales targets. It is required to use brand
management starting from the product and service development according to the market
demands and needs. It helps to develop effectiveness of the products and services for the
customers for which these products has developed. Brand management is essential for the
organisation to improve the customer’s satisfaction element in the product and services. Market
and competitors analysis is significant to conduct before branding of a product or services to
create differentiation in the products and services from the market rivalries. Market recognition
is another factor that’s why brand management needed in an organisation (Iglesias and Bonet,
2012). Different products are produced by an organisation which has need of recognition in the
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market due to enhance sales and profits. It is required to retain customer loyalty for the
organisation. Brand management encompasses fulfilment of the promises to the targeted
customers which helps to enhance customer’s effectiveness by products and services which is
analysed by the author in his study.
5.5 Hypothesis development
It is required to develop hypothesis in the research on the basis of reviewed articles and journals.
This study will test different hypothesis which are given below:
Hypothesis 1
H0: Brand management does not createimpacts on the sales and performance.
H1: Brand management creates a positive effect on the sales and performance.
Hypothesis 2
H0: Organisational positioning is not linked to the brand management.
H1: Organisational positioning has high relevancy with the brand management.
Hypothesis 3
H0: An organisation cannot make changes in the sales by a change in brand management
techniques and policies?
H1: An organisation can make significant changes in the sales by a change in brand management
techniques and policies?
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6. Methodology
6.1 Research approach
It is essential to use an effective research approach to attain research objectives and get solutions
to research questions. Qualitative and quantitative are the two basic approaches used in the
research. Qualitative use to analyse reviews and opinions of different people (Maxwell, 2012).
On the other side, quantitative research method is used to conduct numeric and statistical
research. Both research approacheshave different effects on the outcomes so it is essential to
determine on the basis of the research topic and variable. The quantitative research approach is
used to conduct kind of scientific and statistical research (Bryman, 2017). A mixed approach is
also used in which non-numeric and numeric data is collected from the targeted sources. The
mixed approach will be effective to conduct this research on the effect of brand management on
the organisation performance.
6.2 Research type
Research can be segregated in two parts which are primary and secondary. It is also essential to
determine a research type effectively in the research which can help in the attainment of the
research objectives and develop research outcomes. Primary research is used to collect fresh and
unused data for research topic (Sekaran and Bougie, 2016). Secondary based to consider used
data in the research which is cost and time effective method. Secondary data collection is
effective to use in this research to analyse the effects of the brand management on the
organisational performance.
6.3 Data collection method
Different research and studies has been conducted previously under this subject who can be used
to collect data. Different authors havewritten their own books based on the brand
managementwhere from information and data can be collected to identify the significant effect of
the brand management on the organisational performance (Cope, 2014). Articles and journals
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can also use in the research which contains a high relevancy with the research topic, aim and
questions.
6.4 Data sampling techniques
It is required to define and use effective data sampling techniques in the research. This research
specifically focused on the brand management so systematic sampling can be used by the authors
to collect data from the sources (Thompson, 2013). Either it’s, stratified sampling method can
also use in this research to develop different cluster of sources according to the research
questions.
6.5Research variables
This research is based on the effects of the brand management practices on the organisational
performance of Qantas airlines. Brand management is an independent variable and organisational
performance is dependent variable. This research will analyse the effects of independent variable
on the dependent variable.
6.6 Data analysis techniques
At last, it is significant to conduct a proper data analysis to reach out to a conclusion based
highly relevant to the research objectives and questions (Hox, et. al. 2017). MS Excel is used for
data analysis part of the research which is effective represent outcomes.
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7. Organisation of the study, project budget and schedule
7.1 Organisation of study
The study will be organised under this sequence:
Chapter one: Research proposal
Chapter two:Literature review based on the brand management
Chapter three: Research design and methodology which will define the research methodologies
and design briefly which have to be used in the research (Lewis, 2015).
Chapter four: Research findings, under this chapter collected data, will be analysed to develop
outcomes.
Chapter five: Research findings and conclusion, under these chapter findings, will be developed
based on the collected and analysed data. The conclusion will also make under this chapter
(Creswell and Creswell, 2017).
7.2 Project budget and schedule
Different activities will be conducted in this research which has need of budget allocation which
is given below:
Purpose Amount
Literature review $700
Guidance of expert $500
Printing and others expenses $1000
Data collection $1000
Data analysis $800
Total $4000
Schedule
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Activities Starting date Ending date Time duration
Determination of research
topic
11/05/2018 12/05/2018 2 days
Aim and objectives 13/05/2018 14/05/2018 2 days
Literature review 15/05/2018 20/05/2018 6 days
Data collection 21/05/2018 24/05/2018 4 days
Data analysis 25/05/2018 27/05/2018 3 days
Findings and conclusion 28/05/2018 29/05/2018 2 days
Gantt chart
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