To analyse the impact of branding on buying behaviour of customers

Research

Table of Contents
Research ..........................................................................................................................................1
Introduction .....................................................................................................................................3
Title of research: To analyse impact of branding on customer buying behaviours.........................3
Chapter 1: Introduction....................................................................................................................3
Questions of research.......................................................................................................................3
Background of research...............................................................................................................4
Rationale of research...................................................................................................................4
Branding concept and its impact on organisation.......................................................................5
Different perception of consumers in industry that impact branding of an organisation............6
Relationship between branding and customer behaviour............................................................6
Need for innovative branding of products and services at H&M...............................................7
Discussion........................................................................................................................................8
Concept Of Branding :................................................................................................................8
Research Methodology ................................................................................................................11
.......................................................................................................................................................13
Data analysis..................................................................................................................................13
Data interpretation .......................................................................................................................14
CONCLUSION .............................................................................................................................17
REFERENCES .............................................................................................................................19

Introduction
Title of research: To analyse impact of branding on customer buying behaviours.
Chapter 1: Introduction
Branding is a concept that help organisations connect with their potential buyers by
expressing ideas and opinions in the form of offered goods and services. There are various
factors such as purchasing power of target consumer market that affects branding of firm.
Modern tools and techniques of brand marketing has helped companies replace traditional
methods of selling goods to consumers. In older times, brand was recognized just as a single sign
or mark for identifying differentiated products or service offered by distinct organisations. But
now brand name or logo create a unique perception in minds of customer adding value to firm's
services and goods offered. For understanding consumer behaviour ,patterns &
preferences,various branding methods and innovation were adopted creating a positive brand
image in eyes of buyers resulting in strong long-term customer relationships. Advertisement is a
function of branding that help in brand association of goods and services giving rise to a new
dimension of marketing. The aim, objective and questions of research are mentioned below-
Aim of research: “To analyse the influence of branding over buying behaviour and
perception of customers: A case study on H&M”.
Objectives of research
 To determine about the concept of branding
 To identify the influence of branding over buying behaviour & perception if customers.
 To determine relationship between branding and buying behaviour of customers.
Questions of research
 What is the concept of branding impact in an organisation?
 How does branding influence the buying behaviour and perception of consumers in
market?
 What is the relationship between buying behaviour of customers and branding of an
organisation?

Background of research
Branding is a process that has a huge impact on consumer behaviour. Before buying any
product or for availing any service, a consumer prefer studying of the brand image created by the
company at marketplace. Brand association if positive lays a great impact on buying preferences
of people encouraging them to buy again & again similar purchases. A loyal customer therefore
is build through various determinants of branding consisting of brand loyalty, image, name , logo
and design of commodity. Also the report in reference to the case study analysis of H&M,
explains about different buying decision of consumers towards choosing a particular brand.
These decisions depend on variables such as recognition of brand, pre-purchase examination,
post consumption experience evaluation, choosing substitutes in options, reviews and search
information about brand image. There are different ways of creating a successful brand by
developing good content creation, copywriting , advertising, campaigning, awareness program
setting and other promotional approaches.
Rationale of research
Brand management skills are essential for maintaining reputation of chosen firm in today
scenario of high competition in industry economy. The managing leader or researcher should be
aware of the fact that brand loyalty is important for dealing with changing customers perception
about company and its services. In context of H&M, there are multiple challenges faced by
managers while creating a brand association with customers regarding. These issues are high
competition, rivalry among firms, negative feedbacks at initial level from consumer experiences
etc. leading to a fall in sales of enterprise. The topic of research is selected to analyse all
challenges of branding faced by H&M and a detailed analysis of their influence on buying
preferences of customers. Also, what skills can help organisation do brand management are
discussed.
Gantt chart- The chart shows a detailed process of subdivided tasks and activities of a project has
to be completed at what particular time. The bifurcation therefore, help market researchers exact
time of every task completion in a given project.
Work breakdown structure- The breakdown process describes the project work allotments into
subdivided particular tasks and activities helping the researcher complete project work easily
without any duplication.

GANTT CHART-
Gantt-chart is useful for chosen organisation in scheduling of work timings and their set
completion of tasks . It is form of bar-chart signifying beginning of a project and till what date it
has to be finished or completed. H&M find this chart useful to know the actual duration of
projects organized by them for brand management.
WORK BREAKDOWN STRUCTURE-
This structure is applied by managers for dividing work into divisions for better project
management. As per the requirement of project completion within time, the work is subdivided
into following tasks. Depending on the data information of product or service offered by H&M,
branding activities are classified into subject selection,data collection and summary of project.
Chapter 2: Literature Review
Branding concept and its impact on organisation
According to Paul Biedermann, “A brand is the essence of one's own unique story”.
Branding of an product or service specifies a company's identity in form of a sign, symbol,
design or term making sellers in a perfect competition become distinctly unique from each other.
Brand management deals with aligning of consumer preferences with company's commodity or
service. Managers try to find out through effective analysis, what exactly people are thinking
about their brands and their conversion rate. In context of H&M , a fashion clothing brand for
establishing of good customer base there are a few step that are to be followed that includes,
adding a meaning to the brand name of company, analysing how many customers actually get the
idea behind your brand awareness, feedback responses help form better relationships in future
branding management etc. Therefore the brand building process denotes four key elements that is
customer relationships, lead responses, meaning and identity of brand company. Brand Salience
is another term used for identification of a brand leading customers to know the detail about
products or service company actually provide. What are the primary functions offered by
specific brand is conveyed to potential candidates under this term. Brand performance is second
step towards building up goodwill of chosen company. To analyse this, brand imagery ensures
that the customer needs and wants from particular brand are meeting up expectations of
consumers or not.

Different perception of consumers in industry that impact branding of an organisation
Brand judgement is a form of customer feedback that comes in forms of different
personal opinions. Every perception of consumer come up with judgements about credibility,
quality , superiority and consideration of a product or service over other competitive brands.
Customers make calls of judgement after they do a satisfactory research that consist of an online
research, by purchasing a product, by talking to employees already working , hearing about
experience of others or by reading articles or stories bout it. Developing a clear message to
consumers about brand drives a favourable value to the company by ways of personalized
messages resulting in customer adoption of brand commodities and services. The name or design
of brand showcased towards target audience should be memorable enough to create an impact on
their perception.
Brand perception is the heart of building customer relationships. Today consumers have a
variety of choices and are aware about the details of any product the company is offering .
Therefore, they are willing to share their own thoughts towards a type of brand they aspire to see
in future or at present. Also customer experience is the key towards building a successful brand
image, as it acts as a positive feedback to people's friends, family or relatives. Hearing from
natives a positive experience, lead new buyers to try your brand in no time. Companies today
have been using modern techniques to monitor customer behaviour and therefore does prior
analysis on market trends and customer wants. Brand perceptions can be both positive and
negative. IN context of H&M, positive brand perception means that the competitor is likely to
prefer your fashion style clothing products instead of other substitutes. On the other hand ,
negative brand perception, is an indication that company is choosing other fashion brands over
your brand resulting in loosing potential customers of company.
Relationship between branding and customer behaviour
Consumer behaviour is the study of different needs and wants of consumers in market. To
study the buying decisions of consumers , it is important for marketers to study customer
behaviours arising from different region and backgrounds. By understanding how buyers are
actually taking decisions before buying a product help managers present their brands saving
them from becoming obsolete in future. Therefore, it is very important to study customer needs
and wants to know weather thy are driving any useful value to them or not. Perception of