A Comprehensive Report on Amazon's Brand Identity and Strategy

This report provides a comprehensive analysis of Amazon's brand identity and its significance in the global market. It begins with an introduction outlining the theoretical background, aims, objectives, research questions, scope, rationale, and dissertation overview. Chapter 2 delves into a literature review, exploring brand identity, its role, and methods for improvement. The research methodology is detailed in Chapter 3, followed by data analysis in Chapter 4. Chapter 5 presents a discussion of the findings, while Chapter 6 offers conclusions and recommendations. The report also includes a section on personal development in Chapter 7, along with references and an appendix. The report examines the impact of brand awareness on organizational performance, providing insights for companies seeking to enhance their marketing strategies and brand value. The study analyzes Amazon's brand image and its effectiveness in the global market, considering the company's popularity and strategic approaches to brand awareness. The report is beneficial for various stakeholders, including businesses, researchers, and students, offering valuable information to improve their marketing and business strategies. The report explores the importance of brand identity for Amazon, analyzing the factors that drive a positive brand image and the ways in which the organization can improve its brand identity in the international market. The report also provides a rationale for the research topic, explaining the impact of brand value and brand identity on consumer behavior and organizational performance.

Amazon Company

Table of Contents
Chapter 1 Introduction.....................................................................................................................3
1.1 Theoretical Background.............................................................................................................4
1.2 Aim and Objectives...................................................................................................................4
Aim..............................................................................................................................................4
Objectives....................................................................................................................................4
Research Questions......................................................................................................................5
1.3 Scope and Importance of Report...............................................................................................5
1.4 Rationale....................................................................................................................................6
1.5 Dissertation Overview...............................................................................................................6
Chapter 2 Literature Review............................................................................................................8
Brand Identity..............................................................................................................................8
Role of brand Identity................................................................................................................10
Methods to improve Brand Identity...........................................................................................12
Chapter 3 Research Methodology.................................................................................................15
Chapter 4 Data Analysis................................................................................................................16
Chapter 5 Discussion.....................................................................................................................42
Chapter 6 Conclusion and Recommendation................................................................................45
Chapter 7 Personal development...................................................................................................50
REFERENCES..............................................................................................................................53
Appendix........................................................................................................................................55

Chapter 1 Introduction
Brand identity is a visible component of brand. There are certain that make the brand
visible in target market are- Logo of company, colours used by company in Logo, identity of
brand and the mind set of consumer about the organization and their services. Brand image is
one of the most important thing for organization (Wheeler, 2017). This is very important for
organization to keep their brand image effective for consumers. Amazon is world's largest online
retail store that provide different type of product and services to the consumers. It is one of the
most famous name around the world. This research will be providing the importance of brand
identity for Amazon in national and global market. Business organization invest a huge part of
their capital in the marketing and promotion process to improve the brand imager of the
company in the global market to get better response from the target market. There is a specific
process is followed by the organization in order to increase their brand awareness in the target
market.
For every organisation it is important to develop a strong brand identity so that they are
able to attract more customers. Also, it helps in growth of business in different market. A brand
is usually identified from several elements that are product quality, price, promotion, etc. It
enables in retaining customers for long time as well. Brand identity is developed through brand
image. The people are easily able to recognise brand from its rivals. It is essential to provide high
quality goods to people. Having a strong brand identity allows in gaining competitive advantage.
Moreover, there are some factors as well due to which brand identity is impacted. Thus,
company has to take effective measures to make sure brand image is improved.
The process of the improving brand image includes various steps that can help the
organization to create better brand value for consumers (Black and Veloutsou, 2017). It is a way
to influence the consumer base to use the services of company to gain improved revenue. This is
all about setting the image ODF company in the particular target market. If the consumers can
identify or recognize the brand just by its logo or name then it is good for their image in market
place. There are a different way's company can use to improve their brand identity in the
international market. In the current time there are many organizations are their which are
providing services and products similar to Amazon. So the market place competition is too high
for Amazon. In current market scenario it is very difficult for company to create better brand
image because the people who are targeted by the company are highly educated, and they are

aware of the current market trends. So this is difficult for company to make positive brand image
in consumer base.
1.1 Theoretical Background
The process business organization use to improve their brand value are focused on the
marketing and promotion of company name and their services (Urde and Greyser, 2016). The
logo of company represent their present in the target market. This is important for organization to
use a logo that is effective to create positive brand image in the market place to get better result
in sales and profit. The design of the logo should be enough creative and attractive to attract the
consumer. The colours, shape, size and other visual elements should be perfect. To attract the
consumers and get positive response from them is most important for company (Kissel and
Büttgen, 2015). The identity of the company is depended on the impression of the company
product and services on the thinking and motivation of consumers. Company can gain different
benefits just by improve their brand image in target market. The process of promotion and
marketing is based on the target market and consumer. There are different ways to identify a
brand. This research work is performed by considering different people who are associated with
the brand identity of company. The role of different stake holders has been analysed in order to
create better brand value for Amazon. Marketing and promotion are two functions that are used
by the organization to improve the consumer awareness (Ambrose and Harris, 2017). The brand
identity of company is depended on the factors like effectiveness of organization marketing and
promotion strategy, quality of product, market positioning of company and innovations of
organization.
1.2 Aim and Objectives
Aim
To Analyse the importance of Brand Identity of organization in the global Market.: A
Case Study of Amazon.
Objectives
1. To develop understanding on Brand Identity and its Importance for Amazon.
2. To understand Role of brand identity in performance of organization.
3. To analyse different ways to improve the brand image of organization in International
market.
4. To learn about the factors that can drive the positive brand image of Organization.

Research Questions
1. What is brand identity and how it is important for Amazon?
2. How the brand identity is related to the performance of organization?
3. What are the ways, organization can use to improve its brand identity in the international
market?
4. What are the factors that can improve brand image of organization?
1.3 Scope and Importance of Report
The research is performed to know the impact of brand awareness on the performance of
organization. There is huge scope of these research for different people who are associated with
organization with their personal interests. This report can be used by the organization to improve
their strategy to improve the brand value of company. Company can use this research to develop
base of their promotion and business policies. These research also can be used by other
companies that are looking for improvement in their marketing strategy to generate higher brand
value in market (Christmann, Alexander and Wood, 2016). The people who are working on
research for this topic can used this research work as base to support their arguments.
Researchers also can use this research to find the research gap for topic. There is a general
preposition is taken in report to develop better promotion strategy to improve the brand
awareness to achieve the long term and short term goals. This is report is also covering the
importance of consumer in order to create effective promotion strategy.
By knowing the consumer review about the organization and their promotion strategy
Amazon can make respective changes in their branding strategy to develop better response from
consumers and deliver the effective information to improve their knowledge about organization.
By this process Amazon can improve their sales (Urde and Greyser, 2015). This research is
important for people in different ways. There are different people can consider this report to read
and use the information provided in this research to get better response from their business.
Students also can read this research paper to develop better knowledge of brand value and brand
identity. This can help them to understand the role of brand identity in performance of
organization. On the basis of this report different people can develop their business and
marketing strategy. Different people are targeted by the organization in order to conduct their
business successfully (Casidy, Helmi and Bridson, 2019). This research will be very crucial for
organization to design their company policy.

1.4 Rationale
The brand identity is most important for organization it is not possible for any company
to get succeed in their goals without considering brand identity and brand value. There are
different factors can affect the performance of organization in national and international market.
These are need to be considered by the organization to generate better result in the global market.
We have selected the brand value and brand identity as research topic because it has huge impact
on the thinking and buying process of the consumer, the brand value of organization can
influence the consumer to change their decision regarding purchase. This is one of the crucial
factor in the performance of organization. That's why I have selected this topic as topic of
research. This research is about how the Amazon is using their brand image to perform business
with effective results in global market. The association of brand image with company
performance is evaluated for Amazon. The popularity of Amazon is analysed to evaluate
effectiveness of Amazon's strategy to improve its brand awareness in particular market.
1.5 Dissertation Overview
The dissertation is consists of different chapters which are covering different topics that
includes different type of information about the topic. In the introduction chapter the brief over
view of the research is provided. The background of topic and organization is providing
importance of the brand identity and organizational performance. The scope and importance of
research work is provided in the report, where the scope of research for business organization,
other researchers and student is explained. The research questions are also provided in the report
which are considered as the base of research work. Rationale is also explained in the introduction
to make to clear why these particular topic is selected for the research. The chapter two is
providing brief information of the research topic from opinion of different authors. The literature
review is based on different themes which can explain the role of brand identity for the
performance of organization. The role of brand identity and its importance is supported from
point of views of different authors. There are different processes and methods which are
mentioned in the literature review are considered and various processes to make effective reach
to the consumer also explained in the literature review. The whole process of developing better
policy and methods are considered in the research which are suggested by different authors.
There are different methodologies are used in the research. So a brief review of all
methods and approaches has been provided in the research methodology which is explained in

chapter three. In research methodology of the approaches of data collection and analysis are also
explained. Further in research data analysis is performed on the basis of information collected
through different procedures. On the basis of data analysis proper conclusion and
recommendation are given in chapter four. The chapter 5 is brief discussion of whole report
which is discussing the research work and evaluating it for organizational implementation.

Chapter 2 Literature Review
Chapter Introduction
This chapter is highlighting the brief overview of brand and brand identity on the
performance of organization (Orth and Malkewitz, 2015). The purpose of this chapter is to
identify the importance of brand identity of Amazon and how it is related to the performance of
organization in the market place. Brand identity include many goals of organization that includes
the consumers in the process. This is difficult for organization to manage the brand value in the
international market. From the views of different authors brand value and its importance for
organization will be evaluated.
This will provide brief overview of the topic and help the company to gather different
type information about the topic (Ng, 2018). This literature review if all about the brand value
and its importance for company. There are different practices are performed by business
organization to know the importance of high brand value. This literature review is based on
certain themes, that are related to the particular topic of the brand identity and its importance for
organization.
Themes used in this literature review are- brand identity and its important for
organization, the relation of brand identity for the performance of the organization, the
alternative ways company can use to improve the performance of the organization by improving
the brand identity of company in the market place and which are the factors can drive the brand
identity of company in the global target market (Watkins and Lee, 2016). By this classification
of themes a better knowledge can be developed to take particular action for the increasing the
brand awareness in the market place. This is how the whole study will be performed in this
chapter.
Brand Identity
Andreea, (2018) said that the brand identity is the element of organization which reflect
the presence of the organization in the particular market. There are certain factors that leads to
identity of organization in the market place. Company use their property to show their presence
in the market place. For example the logo of company, name of company, posters banners,
transportation and product. All the factor that represent the presence of organization in the target
market are associated with the action of the marketing department of company. This is the role of
marketing department to improve the brand awareness of organization. By improve its visibility

for consumers. As per the Post and Berman, (2017) there are different elements plays different in
the promotion process. These processes are defined to attract more consumers towards the
company. The basic concept of the brand identity is known as how the consumers are identifying
the organization. A company can use different concepts to get better results with brand identity.
For this, organizations used to make invest in the process where a particular team think about the
brand identity of company. They perform research to identify different practices which are
effective to improve the brand identity of company. Further this team work with the research and
marketing team of organization to develop certain projects and ways of promotion which can
influence consumers in positive way. This is how companies invest in the market research and
promotions to improve the brand image of organization in target market.
According to Sammour, Chen and Balmer, (2017) in current time people are not taking
the word brand seriously because they consider only one side of this concept. All they know
about the brand is all about name, logos and product of an organization. Their thinking is limited
to within these criteria. The role of this factor is normal for consumer but it is a large concept for
organization. For the companies brand identity is deeper emotional topic. They are emotionally
tied to the brand identity and brand value. For the organization the brand identity is a addressed
as set of memories, expectations, stories and relationship which is designed for consumers to get
better result with performance of company in the market place.
As per the Armannsdottir, Pich and Spry, (2019) logo of company is printed on the various
places which helps the people to identify the product in range of product of other companies. The
sources like logo, packaging, product and CSR are considered as the tangible sources for
organization, but the conceptually brand is an intangible thing. Physically this brand can not be
explained it is defined as emotional concept. Which is used by the organization to develop better
performance in market place.
As per von Wallpach, Hemetsberger and Espersen, (2016) brand identity is considered as
face of organization in the market and consumers. Brand value is taken as philosophical and
emotional concept by company but it is different for the brand identity is a visual concept or
component of organization which represent their innovative and larger ideas. Brand identity
includes the logos, colours, typography, packaging of products and reinforcement of the current
brand identity of the company. It is a wide concept that is used by the organization to manage its
operations in the market place. The brand identity of organization should be consistent because

this representing the company in the market and reinforcing the emotions of organization related
to brand.
In opinion of Mindrut, Manolica and Roman, (2015) the components need to be clear and
specific to create better impact on the consumers. It is important for company to idealize the
concept to represent brand in global market with same image and way. This can help the
organization to create constant thinking around the world related to the product and services of
company. To manage the brand identity organization can do different things like investment in
the brand management system which can help them to manage the brand identity of the
organization. This could be really beneficiary for organization and it can help them to maintain
their business in the international market. There are also some systems are defined by the
organization that can be help them to improve their brand identity.
Role of brand Identity
Brand identity is important for the performance of the organization in the target market.
An organization have to manage different things that are crucial for the performance of the
organization. There certain factors are considered by the organization in the brand identity
development are- sales of company, quality of company products, recognition & loyalty,
Experience and reliability and differentiation. This is how a business organization plan their
branding process to gain higher brand identity in the market place. In opinion of Lim, Machado
and Iglesias, (2015) the companied with premium product have premium pricing policy. The
consumers are very particular about the pricing of the product. Pricing is one of the factor that
does matter in the buying process of the consumer. Pricing of product can affect the buying
process of consumer. People have tendency to compare particular product with other brands to
get the best possible deal. This is a normal buying process. Companies who, sales their product
on high cost have to ensure that the product provided by them is good and valuable as it's
pricing. There is no direct communication between the organization and consumer.
As per Suomi, (2015) in the process of sales process, organization is lying on the starting end
and consumers are present on the last point. So this is very difficult for the company to
communicate with consumers to tell them about why their pricing is too high and why they can
not lower their price any more. This can be represented by the brand identity process. By this
process organization can present a strong identity in market place to ensure the consumer that
they are paying for best class products.

Khedher, (2015) Argued that the brand identity also can be presented with better quality
product. This will create automatic process in which consumers will perform marketing for the
company. There are many companies are available in market which are offering comparatively
low pricing. This can force the consumer to shift towards the company that is providing product
in low price. Apart from the pricing the quality of the product is most important for them. In this
case organization need to use better policies in promotions and marketing to communicate the
higher quality standards in the global market to keep the consumers aware about the product
quality offered by the company. This is how by providing better quality product organization can
improve their brand identity. This identity will later help the organization to provide better
informational to the client to increase their sales in the market place. If the identity of brand is
defined as best quality product then it will represent their brand identity high in the target
market.
As per Urde, (2016) brand identity also can be represented as the concept where the client
or consumer recognize the company by their name, logo and product. If the people easily able to
recognize the organization by its logo or product then it can be considered as the brand identity
of company is high and productive. It is really beneficiary for the organization to have better
brand recognition. It is all about generate interest in mind of consumer to make them aware of
the organization and their product. If the consumers are showing interest in the operation and
working of organization, then it will be act as positive for the brand image and identity of
company. The better they know about organization, better they will react to the action of the
company. This is important for organization to make the consumers loyal to the organization. In
this process there is huge role of brand identity. It also can be considered that how a company
with high brand identity can stick in the mind of consumer and how they become loyal to a
particular organization.
There are many companies in the market place which are working in current market for
long time But only few consumers are aware of those companies. This is not possible for
company to successfully operate in particular market with. Their product. Here better brand
identity can help the organization to attract more consumer towards the company. The companies
which are working in their mature age are efficient to provide better quality product to the
consumers. As per Bayram, Ersen and Akyüz, (2019) there are different options organization
have which can be used by them to get better response from the consumers. In this case they can

use the methods to gain higher brand identity elements that can help them to develop better
policies in the marketing. This new innovative policies can be used by them to share their
knowledge to the consumer to attract them to buy their products. By using brand identity
company can make the consumers aware of their work and experience to influence them to shift
from their current vendor and use their services. This is how better brand identity can help the
organization to gain new consumers that can improve sales, productivity and revenue.
As per the Veloutsou and Delgado-Ballester, (2018) in the market place many companies
provide similar product with similar features. It is really difficult for the consumers to
differentiate between two companies that are providing same products with identical features.
Here the main role of the brand identity comes. This is really important for organization to
develop better brand image and identity in market to help the consumer to differentiate between
the range of products. High brand identity can help the consumer to identify a particular product
in range. This is how brand identity can help the business organization to utilize the brand
identity for positive result of organization.
Methods to improve Brand Identity
There are different methods which are used by the organization to improve their brand
identity in the international market. According to Schroeder, Borgerson and Wu, (2017) the
performance of company is depended on their brand identity. This is important for them to use
different methods and processes to improve the brand value of organization. There are different
steps that are included in the process of the brand value improvement. These steps are
categorized to improve the process to get better result with brand planning. These steps of brand
identity development are- conducting audit, establish a particular plan that can help the company
employees to work accordingly, develop better and efficient brand identity element. Implement
various strategy to get better result with the brand identity. These are some steps to improve the
productivity with these elements continuous development is required.
As per Barros, Martins and Barandas, (2016) there the development of brand identity it is
important for organization to perform effective brand research to collect whole data from the
market place. The market data and consumer reviews are most important for organization. There
are various kind of information is required by organization to develop new strategy to improve
the brand identity of company. In the diverse way these collected information can help the
organization to reform their previous strategy in order to improve their effectiveness. The