Assessing Innovation's Role in Brand Value: Apple & Samsung Study

This research proposal investigates the impact of innovation on the brand value of Apple and Samsung within the UK market. It begins with an introduction outlining the research background, rationale, aims, objectives, and research questions. A literature review explores the importance of marketing in organizations, evaluates the marketing mix of Apple and Samsung, and analyzes the role of innovation on their brand values. The methodology section details the research approach, including the positivism philosophy, deductive approach, survey strategy, and quantitative research choice. The study will employ a cross-sectional time horizon and collect data through questionnaires, utilizing a probability sampling method with 40 respondents. The proposal concludes by outlining the research instruments, including the questionnaire, and provides a comprehensive list of references. This research aims to understand how marketing strategies and innovation contribute to brand value in the competitive technology market.

Research Proposal

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Background .................................................................................................................3
Rationale of the research ............................................................................................................3
Research Aim and Objectives .........................................................................................................3
Research Aim .............................................................................................................................3
Research Objectives....................................................................................................................4
Research Question.......................................................................................................................4
Literature Review.............................................................................................................................4
Importance of marketing in context of organisation ..................................................................4
Evaluation of marketing mix of apple and Samsung..................................................................4
Role of innovation on brand value of Apple and Samsung........................................................5
Methods of analysis ........................................................................................................................5
REFERENCES................................................................................................................................8

INTRODUCTION
Innovation is defined as the procedure through which a product, service and domain is
brought up and renewed by applying new techniques, new processes in an effective manner. IN
addition to this, it is important for companies to bring innovation at marketplace in order to gain
competitive advantage and to enhance brand value properly (Mahmoud, Hinson and Anim,
2018). For conducting the study, Apple and Samsung is taken into consideration. Apple is an
American multinational technology that is headquartered in California and founded in year 1976.
On the other hand, Samsung is a South Korean multinational conglomerate that is established in
year 1938. The proposal will cover research aims and objectives along with the methods used by
researcher for conducting the study.
Research Background
Innovation is vital for an organisation in order to attain competitive advantage and to
attract large number of customers as well. In the present time period, most of the organisation is
focusing on bringing innovation so that they can acquire and retain customers for longer time
period. Moreover, by bringing innovation an organisation can enhance its brand value and
profitability in an effective manner.
Rationale of the research
The main purpose of chosen this topic is to analyse the role of innovation in increasing
brand value within UK. In addition to this, it help researcher in both personal as well as
professional context. In relation to professional, it assist researcher to know about the
significance of marketing for an innovation along with the importance of innovation in
developing brand value. In context to personal, it allow researcher to improve its skills such as
data collection, data analysis, data interpretation and so on. It will help researcher to conduct
study properly in future and grab opportunities in an effective manner.
Research Aim and Objectives
Research Aim
“To analysis the case of Apple and Samsung to assess the role of innovation in increasing
brand value within UK.” A study on Apple and Samsung.

Research Objectives
 To understand the importance of marketing in context to organization.
 To evaluate the marketing mix of Apple and Samsung.
 To analyse the impact of innovation on brand value of Apple and Samsung in United
Kingdom.
Research Question
 What is the importance of marketing in context to organization?
 What is the marketing mix of Apple and Samsung
 What is the impact of innovation on brand value of Apple and Samsung in United
Kingdom?
Literature Review
Importance of marketing in context of organisation
According to Walgrove (2015) effective marketing is a significant contributor in
development and high profitability of international technology firm Apple and multinational
south Korean conglomerate Samsung. Apple utilises their innovative products and emphasises on
creative design of their products in their marketing strategy while Samsung utilises comparative
advertising as basis of their marketing strategy to gain high market share (Fuentes-Blasco and et.
al., 2017). Marketing strategy of Apple makes a huge impact on the consumers due to the
emotional and creative elements of their campaign. The “1984” super-bowl commercial of Apple
is considered to be one of the most impactful advertisement of all time and showcases the
consistency of brand as it represents brand image of the firm which is similar to the current
marketing efforts of the company. Social media savvy marketing strategy of Samsung has
helped the brand connect with young consumers and advertise their products in a creative way
such as teaming with influencers to showcase the advantages of their brand.
Evaluation of marketing mix of apple and Samsung
According to () the product mix of Apple is diverse which includes desktop and computer
line, smartphones, cloud technology services, smart devices and digital content. Product mix of
Samsung includes household appliances, information technology products and computer
hardware such as memory chips. Apple has adopted premium pricing strategy while Samsung
uses competitive and skimming pricing strategy to gain competitive advantage. Place mix of

Apple includes sale of products and services through official website, physical outlets and
authorised sellers and telecommunication firms while Samsung sells their products through
exclusive showrooms, retailers and online platforms. Promotion mix of Apple relies on
marketing campaigns, sales promotion, public relations and personnel selling while Samsung
uses multiple promotional methods to advertise their produces (Markovic and Bagherzadeh,
2018). Apple focuses on selecting people which have high technical skills Samsung uses flexible
working hours and competitive working environment to construct skilled workforce. The website
of Apple allows consumers to connect with the firm easily as part of their process mix while
Samsung utilises best practices in each of their operation. Samsung packages their products in
special packaging with eye catching design while Apple constructs minimalist stores as part of
their physical evidence.
Role of innovation on brand value of Apple and Samsung
According to Cover (2020) innovative products offered by Samsung have played a huge
role in construction of brand image which has now become a status symbol for many of their
consumers. The company is able to maintain leading position in the smartphone industry through
continuous innovation and modification in their products. Incorporation of advanced technology
in products have helped the company construct a profitable brand value which have trusted
employees.
Methods of analysis
Research methodology is consider as a significant process of a research as it help
investigator to gather information as well as data properly. For this, research onion framework
will be applied that explain the research methods used in the present investigation. This
framework includes different layers which are as follows:
Research philosophy: It is defined as the process that will be used for collection as well
as evaluation of data. It is of two types that is positivism and interpretivism. All this philosophy
is significant but for the present research and according to topic, positivism philosophy is
appropriate and valuable as well. The main reason of selecting positivism philosophy is it
required less resources and takes less time and also assist in achieving positive and valid results.
Research approach: It is undertaken as the procedure that will be following in research
with an objective to evaluate data about the specific topic. There are mainly two approaches that

is inductive and deductive and as per the topic deductive approach is valid (Chang, Wang and
Arnett, 2018). The reason of choosing this topic is it is mainly based on fact that there is better
testing of numeric data along with information. In addition to this, it assist in generalising the
research findings in an effective and appropriate manner.
Research strategy: There are various research strategies that is action research, survey,
case study and so on. For the present investigation, survey research strategy is appropriate and
useful as it will help in collecting information that is reliable and valid and leads to attainment of
positive outcome. Moreover, it help investigator in gathering first-hand information from the
participants.
Research choice: It is a significant type of research methodology that include two
research choices that is qualitative and quantitative. For the present investigation, quantitative
research choice is appropriate as it give numerical and reliable information in less cost and time
as well. It is stated that using of quantitative research choice will help in collecting facts properly
and systematically.
Time horizon: It is one of the significant source of a research as without it researcher
cannot finish project timely and successfully. The two main approaches of time horizon is cross
sectional and longitudinal. In the present investigation, cross-sectional approach will be used by
researcher as it assist in completion of activities within set time period.
Data collection: It is the process of collecting primary and secondary information
through reliable and effective sources. For conducting the research, primary and secondary
methods will be be adopted by researcher. For gathering primary information, questionnaire will
be adopt as it help in getting positive and reliable outcome in less time period. On the other hand,
secondary information is gathered by books, articles, journal papers and so on. It is stated that
both primary and secondary data is significant in attaining objectives. Primary information will
help researcher to gain in-depth knowledge about topic whereas secondary will assist in gaining
different authors view point that help in gaining better results.
Sampling: It is the process for selecting the sample for the total population with the help
of two prominent methods which is probability and non-probability sampling method. In regard
of the current investigation, probability sampling will be considered by the researcher. For this,
the reason is to opt probability sampling is to help researcher in order to select large base of
sample in limited period of time. In regard of this, there is the proper of 40 respondents which

are 40 employees in terms of collecting data and achieve suitable objectives. Furthermore, the
main objective of selecting workforce as the participants is that they have the idea regarding the
concept of base working (Tajvidi and et. al., 2018). Additionally, the diversified staff members
and their belongings from the several culture is helpful in analysing the effectiveness of talent
management strategies and tactics over the productivity of workforce.
Research instrument: It is a significant part of an investigation that involve different
research instruments such as observation, interview, questionnaire and so on. It is stated that all
this instruments are significant but according to the research topic, questionnaire is more
valuable as well as effective instrument. The main purpose of selecting questionnaire as
instrument of research is it take less time and also help in collection of numerical information.

REFERENCES
Books & Journal
Mahmoud, M.A., Hinson, R.E. and Anim, P.A., 2018. Service innovation and customer
satisfaction: the role of customer value creation. European Journal of Innovation
Management.
Fuentes-Blasco, M and et. al., 2017. Role of marketing and technological innovation on store
equity, satisfaction and word-of-mouth in retailing. Journal of Product & Brand
Management.
Markovic, S. and Bagherzadeh, M., 2018. How does breadth of external stakeholder co-creation
influence innovation performance? Analyzing the mediating roles of knowledge sharing
and product innovation. Journal of Business Research, 88, pp.173-186.
Chang, Y., Wang, X. and Arnett, D.B., 2018. Enhancing firm performance: The role of brand
orientation in business-to-business marketing. Industrial Marketing Management, 72,
pp.17-25.
Tajvidi, M and et. al., 2018. Brand co-creation through social commerce information sharing:
The role of social media. Journal of Business Research.
Online:
Samsung vs Apple, 2020 [online] Available through;
<https://www.forbes.com/sites/forbesdigitalcovers/2020/03/13/samsung-vs-apple-inside-the-
brutal-war-for-smartphone-dominance/?sh=3c8d5c4a4142 >
Innovation, 2016 [online] Available through;<https://contently.com/2015/04/28/content-
marketing-showdown-apple-vs-samsung/ >

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