BUS300: Decision Making in Branding Strategies for Telstra

This report examines decision-making processes in branding, focusing on the Australian telecommunications sector, specifically Telstra. It explores the application of brand health tracking (BHT) to evaluate brand reputation, awareness, and equity. The report analyzes the research objectives, including comparing marketing strategies of Netflix and YouTube. It discusses information required for fulfilling research objectives, like promotional strategies and consumer behavior, and recommends a case study and literature review approach. The methodology involves content analysis and analysis of journal articles to assess brand performance and consumer loyalty. The report also outlines the research design and process, including data collection methods, and highlights the importance of BHT in making informed branding decisions. The report further discusses the methods to quantify the value of a brand against the competition and the popularity of different brands among consumers. The conclusion emphasizes the importance of strategic brand management within the telecommunications industry.

Running head: Decision Making
Decision Making

Decision Making 1
Contents
Introduction.................................................................................................................................................3
Discuss business objectives and specific research objectives......................................................................3
Information required for fulfilling research objectives................................................................................5
Research design and process in relation to BHT..........................................................................................9
Recommended Method.........................................................................................................................10
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

Decision Making 2
Introduction
Branding is a marketing strategy followed by companies through which the company formulates
a symbol, name or a design which can be easily identified as possessed by the company. It will
enable it to track a product or service and differentiate it from another goods or service.
The importance of branding is that it allows the clients to know what is expected from the
company. It is a method to distinguish the company from its competitors and clarifying the
consumers about the uniqueness of the products or services offered by it (Tripathi, Guin and De
Sadhan, 2012).
The importance of Brand Health Tracker ( BHT) in a busienss is that it analyses the brand
reputation , brand awareness , brand equity, employee engagement and brand delivery of the
business. In it each of the metrics play an important role and they all fit to make the brand
powerful and attractrative.
So this assignment focuses on the telecommunication provider in the Australian service industry
which is Telstra. It is one of the largest telecommunication service providers which operates and
formulates the networks in telecommunication such as access to the internet and voice
technology, pay television and other such goods and services. The chosen research area on
telecommunication in this essay is internet access services provided by the company.
Discuss business objectives and specific research objectives
The main aim of the research is to compare the marketing strategies of Netflix and YouTube and
to analyze which one is popular amongst consumers.

Decision Making 3
The specific business and research objectives discussed in relation to the internet services such as
Youtube and Netflix are improving the satisfaction of customers, building a brand, revenue,
improvement in the search engine optimization, increase in the number of qualified traffic on the
internet.
The main aim of the marketing and business strategy is to increase the revenue and growth of the
company. Through the combination of search engine optimization or SEO on Youtube and
Netflix along with pay per click advertisements, the company can improve the prospects of the
probable consumers which can be found through the net (Cunningham, Craig and Silver, 2016).
The research objectives can also pertain to strategies employed for building a brand by the
company. They are also associated with adopting the strategy of Brand Health Tracking (BHT)
which is used to monitor the health of the brand. It is also used to identify the changes created in
the brand and the competitors of the company (Wayne, 2018).
So, the research objectives can be summarized as below:
• What are the strategies adopted by both Netflix and YouTube to improve their brand
images?
• How can the value of a brand be quantified against the competition of Netflix vs.
YouTube by using the tool of Brand health Tracking?
• Which brand is more popular amongst the Australian youth in the context of Netflix vs.
YouTube (Roetzer, 2014)?

Decision Making 4
Information required for fulfilling research objectives
The information which is to be collected regarding the strategies adopted by the YouTube and
Netflix to improve their branding strategy is adopting the promotional strategies related to the
video content. The other research objectives pertain to quantifying the value of the brand against
the competition amongst the two and popularity of the two brands. YouTube has adopted the
strategy of video content which can be the top disruptor of the marketing world.
On the other hand, Netflix has adopted the strategy of subscription video on demand (SVOD),
Netflix has placed itself as a replacement of the linear television and it, therefore, it views the
traditional television networks as its competitors (Minár, 2016).
So the information pertaining to the strategies implemented by YouTube and Netflix can be
obtained through a descriptive research since the aim is to gain knowledge and comprehension
about the behavior of consumers. The objective was to examine their thoughts, views and
attitudes about the strategies of marketing of YouTube and Netflix( Moran, Muzellec and
Nolan,2014).
The research was conducted by using qualitative data collection method. In order to support the
argument, use of content analysis and case studies are being made. They analyze the various
blogs in order to study the difference in the marketing strategies of Net Flix and YouTube.
Content analysis is the implementation of the scientific methods for the documentary evidence. It
has also enabled the researchers to analyze the data to be structured. In the context of this
research it has been used to compare the marketing strategies of Netflix and YouTube .

Decision Making 5
It is an inductive method which is helpful in evaluating how the value of the brand can be
qualified against the competition of Net Flix and YouTube( Dalecki,2012). The example of
informtaion to be collected is how many % of viewers are interestered are viewing Netflix and
how many of them are interested in watching YouTube .
The use of content analysis is helpful in meeting the type of output expected , research aims and
objectives and it would be helpful in deriving to the conclusion.
The decision-making process consists of awareness, information, decision, action or purchase
process , expected outputs and potential role for informing brand decision making. Both the
brands should recognize the problems in their branding strategies and search the internal and
external information related to them. They would be helpful in collecting theoretical information
about the current issue that would be effective to reach a the valid conclusion (Scott, 2015).
For examaple , it should be followed by evaluating the decisions pertaining to strategies to make
the brand popular amongst its consumers. It is then followed by action and outcome. The
implemented strategies then affect the purchase process of the consumers which is shown in the
last stage pertaining to outcomes.
The research design and methodology used can help in decision making by the service providers.
YouTube can upgrade its marketing strategies by conducting research about the competitors in
the market. It is essential to analyze who else is publishing the same content as posted by
YouTube (Lambrecht, et al.,2014).
The company should also make a list of content bucket which is the best way to create
efficiencies through the content.Furthermore , Net Flix should also upgrade its marketing

Decision Making 6
strategies from time to time if it wants to take a hold of the market. It should attempt to create
quality content if it wants to create a hold on the market (Strauss and Frost,2016).
Both the brands can be compared with the help of Brand Health Tracker and Pyramid.
Brand Pyramid
Brand Value Tracker

Decision Making 7
YouTube and Netflix can be compared by using the models of Brand Value Tracker and Brand
Pyramid. The earlier participants were considered in this research. Content analysis was
conducted to capture the trends of the viewers of NetFlix and Youtube( Leeflang et al.,2014).
For this, a number of internet marketing articles published in the leading journals were analyzed
along with the research topics published in this area of research. During the evaluation of the
literature, the gaps and needs in the research were attempted.
A literature review was conducted regarding relevance, performance, advantage and bonding.
The presence and relevance are the first two levels through which the consumers pass in order to
build a brand loyalty. At this level, it was analyzed that 50% types of research published in the
journals were of the opinion that Net Flix has noted its presence than YouTube (Vonderau,
2016).
The level 3 pertains to performance and at this stage, the service provider needs to reveal that
their brand is better than the competitors. At this stage, YouTube was considered inferior to Net
Flix. Only 40% of the journal articles favored YouTube.
Advantage and Bonding refer to levels 4 and 5. These are the final stages in which the brands
need to communicate their advantages to the consumers. It might be less price or superior quality
as against the competitors.
In this category, the articles favored YouTube in terms of less price but they also agreed that Net
Flix is better in terms of quality. So it was observed that almost 50% of them at every stage of
the pyramid favored Net Flix (Goldfayn, 2012).

Decision Making 8
With reference to Brand Health Tracking, 60% of the articles were of the view that NetFlix has
better brand recognition and awareness as compared to YouTube because of its superior quality
and price. Net Flix has got a better brand image and brand familiarity. It was agreed by 50% of
them.
So the reviews can be summarized by saying that Netflix is better than YouTube (Johnson,
2015).
Research design and process in relation to BHT
The preferred data collection approach was descriptive and inductive data collection conducted
through the analysis of journals and literature review. The brand popularity of YouTube and Net
flix can be analyzed through data analysis. For this the article pool was accumulated with the
help of Google Scholar and Thomson Reuters Web of Science (WOS) citation database (Matrix,
2014).
The search parameters were restricted based on the list of top-ranked journals, key search terms
and specified time ranges. The rationale for selecting the prefereed data approches are that they
provide authentic sources of information which would affect the outcomes of the reaserch .
The research articles in this context were analyzed on the basis of the marketing strategies of
YouTube and NetFlix which reflected the loyalty of the consumers, consistency in their
purchase, experience, familiarity and awareness towards each of them.
Researches show that the videos of Net Flix were most popular amongst the age group of 20-25
years. It was observed that Brand awareness and recollection of Net Flix was strong against

Decision Making 9
YouTube. 60% of the journal articles reflected that the consumers were more aware of the shows
which were telecast on Netflix as compared to YouTube(Ryan, 2016).
The Brand Image of Net Flix was more powerful as compared to YouTube. About 65% of the
journal articles illustrated that Net flix had a strong brand image as compared to YouTube. They
were more loyal and aware of Net Flix. Furthermore, their experience and usage of Net flix had
proved to be more efficient as compared to YouTube (Corley II, Jourdan and Ingram, 2013).
The related key methodological considerations associated with BHT are content analysis method.
In order to guard against the threats to reliability, a number of pilot test on articles which met the
parameters of search from the other top journals were performed .
So, the articles utilized in the pilot test did not form a part of the data generated and the data
generated from the Pilot test had not been included in the final data analysis for the study. The
researchers independently characterized the articles in the pilot test on the basis of the research
strategies.
This pilot test served as a training session for appropriately categorizing the articles for the
research in the context of research strategy (Tuten and Solomon, 2017).
Recommended Method
The recommended method can be a case study and literature review as it would be helpful for
evaluating the strengths and weaknesses of the brands. Although case studies can achieve the
research goals as many of the methods they can be complicated at sometimes.

Decision Making 10
Sometimes the case study approach tends to be qualitative and unreliable. They relate to single
topics or small clusters of topics. The result might not be generalized to the entire portfolio of
research (Waterman, Sherman and Ji,2013).
Another biggest pitfall of using case study is related to external and internal validity. By using
the case study method, the researcher often is not able to control certain variables and events and
hence cannot manage them as the researcher does in a lab experiment.
The researcher doing a case study must be satisfied that his findings may be implemented in
similar cases. Construction of validity can prove to be problematic in the case study research.It
has been criticized as the potential subjectivity of the investigator.
Another disadvantage is that the researcher refers to various definitions of the problem thereby
making the estimations of the final result confusing. There can be many difficulties by applying
secondary data (Burgess and Green, 2018).
The researcher has to know the details about the procedure producing the data like samples
which have been applied. It should be known that whether the process has taken the necessary
issues into account.
In some of the cases, appropriate information is very difficult to find or it may be impossible.
The case studies are subjected to the basis of selection and they are ineffective in case of rare
exposures.
The information obtained by them is dependent upon the observation basis and the calculation of
risk factors is not permitted in such methods. Furthermore, due to their narrow focus, the case
studies have limited representatives and their generalization is not possible.

Decision Making 11
The classifications are also not possible due to the study of small units. There is the possibility of
errors regarding memory and judgment. This method is also difficult and there is no layman to
conduct this method (Rahman, 2017).
Conclusion
Hence this essay can be concluded on the note that the inductive research show that Netflix is
more popular amongst the viewers than You Tube. With the help of BHT, it has been found that
YouTube should adopt marketing strategies for approaching its viewers.
In spite of the limitations, applying content analysis is a comparatively easy process which
permits the researchers to perform and prepare the data according to their own convenience.
They can avoid lengthy approval procedure of ethics. The inductive and content analysis method
provides a rich opportunity to the researchers for studying the styles, patterns and preferences of
the consumers regarding their liking towards Netflix and YouTube.
It has also been anticipated that more researchers would initiate the investigations regarding the
comparison of the popularity between YouTube and Net Flix and content analysis would become
a choice for such studies.