BUSN20016: Critical Evaluation of 7-Eleven Brand Image Impact

This research paper presents a critical evaluation of the impact of brand image on organizational success, using 7-Eleven as a case study. The study examines the elements of brand image and how they influence organizational success. It utilizes a mixed-method approach, including literature reviews, surveys, and interviews to gather both quantitative and qualitative data. The research addresses the significance of branding in achieving a competitive advantage and the negative impact of reputational issues, such as the 7-Eleven wage scandal, on consumer perception. The methodology includes statistical analysis of quantitative data and coding for qualitative data, with references to relevant literature. The paper aims to provide strategies for developing an effective brand image, crucial for modern companies. The assignment is a project outline that includes a problem statement, research aim, objectives, and methodology, along with data sources and analysis methods.

C R I T I C A L E V A L U AT I O N O F
T H E I M P A C T O F B R A N D
I M A G E O N
O R G A N I Z AT I O N A L
S U C C E S S - “A C A S E
S T U D Y O F 7 - E L E V E N ”
B Y

INTRODUCTION
• This research aims to
Examine the different elements of brand image in organizational
success
Examine the ways brand image influences the success of an
organization
Recommend suitable strategies to develop an effective brand image
• The topic deals is a narrow and specifically will perform research in
respect to the given case of 7-eleven

RESEARCH PROBLEM
• Branding is one of the key aspect of managing sustainable competitive advantage in the
market for all global companies.
• Branding facilitates in developing a unique image in the minds of the consumers
regarding the products offered and it is an integral part of achieving organizational
success (Lahap et al., 2016).
• 7- Eleven has been under the limelight for all the wrong reasons where they have
criticized for their widespread systematic underpayment of all the employees in their
respective franchises in Australia (Durkin, 2017).
• This has resulted in negative and development of negative image among the consumers.
• Modern consumers do not want to be associated with companies having bad reputations
in the market.

RESEARCH METHODS
• Literature Synopsis
The literature review will be performed by collecting relevant journals and
articles on brand image and organizational success. The past literature will be
examined to understand the problems addressed and the contradictory
opinions of different researchers (Johnston, 2017).
• Data collection of survey and interviews ( mixed method analysis)
Primary data collection
Statistical analysis for analysing quantitative data
Coding for analysing qualitative data

REFERENCES
• Durkin, P. (2017). Can 7-Eleven chairman Michael Smith fix the company after wages scandal?. Retrieved
from https://www.afr.com/brand/boss/how-chairman-michael-smith-is-saving-7eleven-20171102-gzdk75
• Goertzen, M. J. (2017). . Introduction to Quantitative Research and Data. Library Technology
Reports, 53(4), 12-18.
• Johnston, M. P. (2017). Secondary data analysis: A method of which the time has come. Qualitative and
quantitative methods in libraries, 3(3), 619-626.
• Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A study of brand image towards
customer's satisfaction in the Malaysian hotel industry. Procedia-Social and Behavioral Sciences, 224, 149-
157.
• Subedi, D. (2016). Explanatory sequential mixed method design as the third research community of
knowledge claim. Am J Educ Res, 4(7), 570-577.
• Sutton, J., & Austin, Z. (2015). Qualitative research: data collection, analysis, and management. The
Canadian journal of hospital pharmacy, 68(3), 226.