BUSN20019 Professional Project: Analyzing Branding & Consumer Relation

This professional project delves into the field of marketing management, focusing on the crucial relationship between branding and consumer relations. It highlights the significance of branding in establishing a unique identity for a company and facilitating effective communication with stakeholders. The research employs secondary data analysis, utilizing sources like Google Scholar, journal articles, and news publications, to address key questions about the elements of branding, the dynamics of consumer behavior, and the limitations of branding strategies. The project identifies relevant search terms and lists articles that contribute to understanding branding concepts, consumer behavior elements, and the decision-making processes influencing purchasing decisions. Ultimately, this project aims to provide a foundational understanding of how branding impacts consumer behavior within the broader marketing landscape. Desklib offers a platform to explore similar solved assignments and past papers.

Running head: PROFESSIONAL PROJECT
Professional Project
Name of the Student
Name of the University
Author’s note

1PROFESSIONAL PROJECT
The field of research that has been chosen is Marketing management. Marketing is an
essential part of the management as it connects the company with the relevant stakeholder. The
communication in between the stakeholders and the company is important in order to align the
interest of both and thus achieving the objectives of the business. For an aspiring marketing
manager understanding the dynamics of the way the industry or the market in which the
company operates is important to understand. Branding has been chosen as a variable, as it helps
in establishing an identity for the company and thereby makes the process of communication
with the stakeholders easy (Hollensen, 2010).
In the research secondary data will be used to understand and evaluate the co-relation in
between the two variables of the research topic: branding and consumer relation. The two are
independent concepts of marketing, thus in order to move ahead with the research the basic
arguments of various authors regarding the features and the elements in these concepts should be
discussed and understood. The secondary literature analysis will help in developing a foundation
for the primary data collection (Stewart & Kamins, 1993). The process by which secondary data
will be collected is using public websites like Google Scholar to access Journal articles and
books as well as popular publishing websites or news articles. The research questions that can be
answered with the help of the secondary data are:
What is branding and what are its elements? What is consumer behavior, why is it important for
an organisation to understand the dynamics of consumer behavior? What are the barriers and
limitations in banding?
Branding is the process by which an organisation develops an identity in the minds of the
stakeholders who are associated with the company. This identity is unique and must have certain
physical elements to associate with the identity like a name, colour scheme, tagline etc (Ottman,
2017). Consumer behavior is study of the people in order to understand the activities or the
psychological aspects that are associated with the factors that make a consumer buy. There are
several factors that impact the buying decision of a consumer, in this study the impact of
branding will be analyzed to be one of those factors (Mullen & Johnson, 2013).
The search terms that will be used in Google scholar to get the desired literature is:
Branding in Marketing, Brand Image, branding, branding marketing, consumer behavior, Impact
of consumer behavior in decision making, consumer behavior and consumer preference,
developing brand equity, Branding in Marketing mix, impact of branding on consumer behavior.
The articles that have been listed below will help in developing an understanding of the
concepts of branding as well as consumer behavior. The articles will help in understanding the
dynamics of the promotion mix with establishing the brand image among the stakeholders as
well as determining the elements of consumer behavior which impact the process of decision
making of purchasing a product or service. The decision making steps will also be analyzed form
the literature as it is an important part of the study of consumer behavior.

2PROFESSIONAL PROJECT
Articles to be used:
Hollensen, S. (2010). Marketing management: A relationship approach. Pearson Education.
ISIK, A., & YASAR, M. F. (2015). Effects of Brand on Consumer Preferences: A study in
Turkmenistan. Eurasian Journal of Business and Economics, 8(16), 139-150.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B.
(2013). Impact of brand image and advertisement on consumer buying behavior. World
Applied Sciences Journal, 23(1), 117-122.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
Oladepo, O. I., & Abimbola, O. S. (2015). The influence of brand image and promotional mix on
consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British
journal of marketing studies, 3(4), 97-109.
Reference list:
Hollensen, S. (2010). Marketing management: A relationship approach. Pearson Education.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Stewart, D. W., & Kamins, M. A. (1993). Secondary research: Information sources and
methods (Vol. 4). Sage.