Utilizing Digital Marketing Tools to Enhance Brand Value in Modern Organizations: A Case Study of Zara

Dissertation
Topic: To what extent can digital marketing tools be utilized to enhance brand value in
modern organizations? in the case of Zara Company

Abstract
In this modern era, every company wants to attract the range of customers and it is possible when
the firm have an effective digital marketing strategy. The study supports qualitative research type
and based upon secondary research in which relevant books and articles are selected that help to
determine the extent through which digital marketing affect the brand value. Through the
literature review it is analyzed that with there are many digital techniques which are used by the
company in order to improve the overall performance and Zara is also used these technologies
that helps to meet the define aim. Apart from this, the entire research is based upon secondary
research only and this in turn help to conduct the entire research in proper manner. Also, data
analysis section also reflected that with the help of different digital technologies, Zara enhance
the brand image and grab attention of many customers towards it.

Acknowledgment
I would like to thank University for providing me this opportunity to write a research paper in
the form of dissertation on this topic.
I am also thankful to my Professor for guiding me in every stage of this research paper. Without
his support, it would be very difficult for me to prepare the paper so meaningful and interesting.
I am also thankful to all the teacher who always ready to support me and also I would like to
thank my parents who always ready to support me financially. Lastly I would like to thank my
friends who always support me to complete the research.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
Background of the study..............................................................................................................4
Research aim and objectives........................................................................................................5
Research questions.......................................................................................................................5
Rationale of the study..................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
Research type.............................................................................................................................16
Research approach.....................................................................................................................17
Research philosophy..................................................................................................................17
Data collection...........................................................................................................................18
Data analysis..............................................................................................................................18
Research limitations...................................................................................................................19
Reliability and validity..............................................................................................................19
Ethical considerations................................................................................................................19
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................21
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................25
Conclusion.................................................................................................................................25
Recommendations......................................................................................................................27
REFERENCES..............................................................................................................................28

Topic: To what extent can digital marketing tools be utilized to enhance brand value in
modern organizations? in the case of Zara Company
CHAPTER 1: INTRODUCTION
1.1 Background of the study
In the modern era, every company stay ahead in the competition and for that they uses
various digital marketing strategy in order to generate the sale. The digital marketing tools will
help the company to improve the results and attain its vision as well. In the same way, the
present study will also assist to determine the extent through which digital marketing tools can
be utilized to enhance the brand value. Moreover, the current dissertation will also help to
determine different digital marketing tools and their importance in order to improve the sales.
There are different marketing tools offered by the company and among all digital marketing tools
has an ability to reach a global marketplace (Niculescu and et.al., 2019). Through this strategy,
company save money and also reach large range of customer by investing less money as
compared to traditional marketing methods. Along with this, the present study will explore many
strategies that assist to generate the brand image at global level and this in turn also support to
sustain brand value of a firm as well.
Similarly, digital marketing strategy also assist to enhance the brand value in modern
organization and it hire employees who have a knowledge to uses best digital marketing tool in
order to improve the results up to some extent. Hence, it is clearly examine that there are range
of digital marketing tools are available in the market such that social media, email marketing,
website testing and content creation that assist to improve the results of a company. Apart from
this, it is also analyzed that with the help of effective strategy, company is able to enhance the
brand image and success of a firm while using the digital marketing platform. Moreover, the
present dissertation will also assist to enhance the brand image and value of the company by
using effective digital marketing tools which in turn improve the financial performance in
positive manner.

Background of Zara
The chosen firm for this study is Zara which is deal at fashion industry and it offer range of
products to their customer at reasonable rate. Currently, the company is deal at different country
and that is why, it sustain the brand image at international level. Moreover, it is further examine
that it uses influencer as a marketing strategy in order to attract wide range of customers towards
it. Also, quoted firm did not uses high range of marketing tool to attract the customer and that is
why, it is necessary for the business to focus upon high variety of marketing tools including
digital marketing tools. It is so because the entire country is based upon digital platform and uses
social media to attract the customer. That is why, through the present study, Zara will analyze the
ways through which digital marketing tool attracted the users and leads to enhance the brand
value as well.
Company mainly use different marketing strategy in its physical store such that for using
digital marketing strategy, research shows Zara’s traffic is 8.51%. This figure shows that in the
competitive environment, company should focus upon different digital marketing strategy that
helps to attract the customers.
Research aim and objectives
Aim
The aim behind conducting current study is to assess the extent to which digital
marketing tool helps in increasing market value of Zara.
Objectives
 To develop understanding about the concept of digital marketing and brand value.
 To identify digital marketing strategies that can be used within Zara.
 To assess the significance of digital marketing tools with regards to the enhancement of
Zara’s brand value.
 To recommend suitable strategies to Zara that contributes in company’s brand value.

Research questions
Q.1 What is the concept of digital marketing and brand value?
Q.2 Which kind of digital marketing used by organizations in the modern era?
Q.3 What is the extent to which Zara’s brand value can be enhanced using digital marketing
practices?
Q.4 Which strategies prove to be beneficial for Zara that contribute in the enhancement of Zara’s
brand value?
Rationale of the study
In this modern era, every company needs to be stay ahead in the competition and for that
marketing plays an important role to promote the product to right audience. Hence, that is why,
there is a need to study on different marketing tools available in the market that draw attention of
many customers towards it. Hence, the reason for conducting the study on specific topic will
help the company to determine the ways through which it promote the product along with
enhancing the brand value of a company in positive manner. By study on this specific topic will
assist to determine the trend which company should follow in order to meet the customer
demand (Makrides, Vrontis and Christofi, 2020).
In addition to this, it is also analyzed that digital marketing plays a crucial role in the
sustaining the company’s brand image at global level. That is why, while studying on this topic
will further provide ways through which Zara may use in order to gather more insights into their
audience by offering range of product through modern promotional tool. Hence, the chosen topic
have its own importance and that is why, to sustain the brand image at global level, it is
necessary for the company to use digital marketing platform in order to increase sales and sustain
brand value as well.
Significance of study
The present study is significant to many of the companies and people especially for Zara. This is
particularly because of the reason that in present case this research will be helpful to the
company as the whole study is set on the company Zara. Thus, this will assist the company

ZARA in deciding that which digital marketing tool assist the company in increasing the brand
value of the company. Further this research is of significance to the competitors of company as
they will also get an idea that how they can make the use of digital marketing tools. Further this
research is of importance to other researchers as they can also use this research as base of their
research.
Dissertation structure
Chapter 1: Introduction
It is the first chapter of the dissertation in which scholar will present the aim and
objectives. Further, the scholar will also provide a background in which chosen company and
topic will be discussed in brief. Moreover, the current section will provide reason for choosing
the selected topic, along with structure.
Chapter 2: Literature Review
It is the next chapter of the dissertation in which scholar conduct secondary study in
which different themes are presented by considering the research objectives. Moreover, the
present section will help to analyze the deep understanding about the digital marketing and brand
value with regards to selected company.
Chapter 3: Research Methodology
Third chapter of the dissertation in which methods support the study to conduct the study
in proper and in this section, scholar will provide a brief explanation of the chosen method that
conduct the study in precise manner. Such that research philosophy, research approach, data
collection, data analysis and ethical consideration.
Chapter 4: Data analysis and finding
Forth chapter of the study which in turn interpret the results collected by the researcher.
Under this, scholar will present the entire findings in a theme format which in turn assist to
present the study in an effective manner. Through this, graphs and tables are presented along
with interpretation of selected respondent’s views.
Chapter 5: Conclusion and Recommendation