The Effectiveness of Branding on Consumer Choice: Lush Case Study

This research report examines the effectiveness of branding on consumer choice, focusing on a consumer's perspective and using Lush as a case study. The report begins with an introduction defining branding and its importance, followed by a literature review exploring branding concepts and its significance in business, including emotional and cultural branding. The objectives are to explore the concept of branding, articulate its importance, determine its impact on consumer choices within Lush, and recommend ways for Lush to enhance its brand image. The literature review covers branding models, the role of branding in improving company recognition, and the importance of connecting with consumers emotionally. The report discusses how branding influences customer perceptions and behaviors, generates new customers, and fosters employee satisfaction. It also analyzes the influence of branding on customer choices, particularly in the beauty industry, and recommends strategies for Lush to enhance its brand image through effective marketing and promotional strategies. The methodology section outlines the research approach, incorporating both qualitative and quantitative methods. The report also includes ethical considerations and references.

Research Report Plan
(An examination into the effectiveness of
branding on consumer choice, from a
consumer’s perspectives)

Table of Contents
Table of Contents.............................................................................................................................2
Title of the Research........................................................................................................................1
Introduction......................................................................................................................................1
Literature Review.............................................................................................................................2
The concept of branding in the context to business...............................................................2
Importance of branding for increasing the performance of business.....................................3
To determine the impact of branding over influencing the choice of customers within Lush.4
To recommend the ways that are effective for Lush to enhancing the brand image of the
business...................................................................................................................................5
Research Methodology and Rationale.............................................................................................6
Ethical Consideration.......................................................................................................................7
References........................................................................................................................................8
Research Ethics Approval Form....................................................................................................10

Title of the Research
An examination into the effectiveness of branding on consumer choice, from a consumer’s
perspectives: A case study on Lush.
Introduction
The project initiates to determine the significance of branding on consumer choice, from a
consumer’s perspective. Therefore, branding is defined as the effective marketing practice of
actively shaping individual brand (Im, and et. al., 2012). Furthermore, branding is absolutely
critical to a business because of the overall impact it makes on your company. Branding can
change how individual perceive your brand, it can drive new business and increase brand
awareness among the people at market place. In this present analysis the study is conducted over
Lush, thus it is a cosmetics retailer business which has its headquarter is in Poole, Dorset, United
Kingdom. The company was founded in the year of 1995 by the collaborative efforts of Mark
and Mo Constantine, Liz Jensen, Helen Ambrosen, Rowena Bird and Paul Greaves. The
company produces and sells creams, soaps, shampoos, shower gels, lotions, moisturizers, scrubs,
masks and other cosmetics for the face, hair, and body using only vegetarian recipes, 85% of
which are also vegan. The company operates through its stores in around 49 countries with its
most locations is in USA. The key intention of the business is to enhancing brand reputation for
the intention to enhancing the operations of the business (Veloutsou, 2015).
Research Aim
An examination into the effectiveness of branding on consumer choice, from a consumer’s
perspectives: A case study on Lush.
Research Objectives
 To explore idea about the concept of branding in the context to business.
 To articulate the importance of branding for the increasing performance of the business.
 To determine the impact of branding over influencing the choice of customers within
Lush. To recommend the ways that are effective for Lush to enhancing the brand image of the
business.
Research Questions

 What is the concept of branding in the context to business?
 What is the importance of branding for the increasing performance of the business?
 What is the impact of branding over influencing the choice of customers within Lush?
 What ways can implement by Lush to enhancing the brand image of the business?
Literature Review
Literature review is the core of an investigation as it renders suitable recognition about the
aspect of the project in the form of theoretical perspective. In the area of literature review,
information is mainly accumulated via secondary sources i.e. books, journals, articles and so on
(Erdoğmuş and Büdeyri‐Turan, 2012). Therefore, for effective execution of the project over the
area of the effectiveness of branding on consumer choice, from a consumer’s perspectives,
literature review is effective in providing support to assist the project in right manner to generate
valuable outcome with the help of implementing effective theoretical frame work via analysing
the views and opinion of others.
The concept of branding in the context to business
Branding is a part of marketing strategy where company focus on its existence that is
build name, symbol and design which helps people to identify the company and its product
range. Moreover branding is one of the essential factor which helps company to make impression
on its customers regarding the expectation from company (Bleier, Harmeling and Palmatier,
2019). In context of business, branding plays very important role that is it provides value to the
business and focus on generating business for future. There are different models of branding that
can be used by organizations in order to enhance their overall presence in the market. These can
include viral branding, emotional branding, cultural branding etc (Lee and et. al., 2012). As per
the view point of KC Karnes, emotional branding is a type of branding that that involves forming
effective and long lasting relationship between the customers as well as the brand or its products
(What is Emotional Branding and How to Use it Effectively, 2013). If used in an effective
manner, it can help a company in increasing its visibility in the market and thereby increasing the
overall share in the market. Creating a reputed brand is very closely linked to connecting with
the consumers emotionally. Branding serves to be an important component for an organization.
Lush is one of the leading cosmetics brand in the United Kingdom.
2

There were some restrictions of the research, like while collecting data, there were some
articles that did not contain information that was relevant to the research question. As per the
view point of Elizabeth Smithson, branding is important because it improves the recognition of
the company and generates business for it in the future (What Is Branding And Why Is It
Important For Your Business?, 2020). it creates new customers for the company and improves
overall satisfaction of the employees.
Lush is a brand that conducts its branding process effectively and this has helped it in
reaching out to a greater number of customers (Chen and et. al., 2018). Thus, it can be said that
branding is an important component that should always be taken into account when the company
wants to attract a greater number of people. Branding helps in creating an identity for the
business and make sure that it is able to attract the potential customers. Lush tries to take into
account the different ways in which it can improve the overall experience for its customers
(Kuehnl, Jozic and Homburg, 2019). As a result, they are att5racted to the brand as well as there
is a word of mouth promotion as well. Therefore, this is why branding is important for an
organization and can help it in increasing share in the market. This is the concept of branding for
a business.
Importance of branding for increasing the performance of business
The importance of branding can be identified by organisations as it contributes to the
profits. The marketing department of every organisation is responsible for the branding of
products. The branding of Lush helps the employees in increasing their performance. The
customers focus on the experience they get from the brand and its promotional activities as they
are attracted to purchase from the organisation (Yim, Chu and Sauer, 2017). Lush uses the
strategy of branding its products when they expands to markets which are new and wants to
satisfy the needs of customers. When they launched it new collection customers were made to
look at the process, the ingredients used and what they do to provide fashionable products. The
customers search for innovation and the organisation always satisfy its customers by fulfilling
their fashion demand. The customers of lush are attached to them and they feel that they are
important for the organisation.
They consider Lush as more than a brand which makes them trust on products. In the
viewpoint of Nikki Gilliland, the diversity is maintained by the brand and they focus on branding
to make the products for customers. The branding is on social and digital media and helps the
3

organisation to make strategies for the achievement of the organisation as the branding activities
are costly and the organisations have to understand markets. The organisations should
understand the importance of marketing strategies and involve the opinion of employees as they
will help the organisation and the customer service is should be provided by the customers as
there are many competitors in market. The business strategy should include the strategies for
expanding and helps in achieving the performance of an organisation (How Lush delights
customers with brand marketing, strong values and digital innovation, 2020).
To determine the impact of branding over influencing the choice of customers within Lush.
It is concluded from the views of Yim, 2019, Beauty is known as dominant theme which is used
within Western art. The concept of idle beauty is defined as a person who is more admired as he
attributes to beauty in different culture. It is concluded that females are more prone to use beauty
products and anti aging products so that they are always in high demands in-market. There are
several cosmetic companies like lush which are involved in providing beauty products that will
help in exploring the beauty among women. These provide help to manage the beauty of women
and managing the contribution of fair looking and good looking beauty care products all the
women. When there is effective and strong branding of the cosmetic company then choice of
customers can be changed. Lush company can use various ways for branding the cosmetic
products it is offering to women. This provides help in reaching potential customers and
increasing profits as well as sales of the company. Branding of products requires to have
effective control so that it is easy to increase the profits of the company. This included that
branding plays an important role in evaluating customer perceptions and behaviours. Branding
provides benefit to business by generating new customers as with help of good branding
practices company can attract the customers towards its product range. Moreover it provides
great satisfaction and pride to employees when they are working for strong branded company
(Lush cosmetics, 2020).
4

To recommend the ways that are effective for Lush to enhancing the brand image of the
business.
From the viewpoint of Kuehnl, Jozic, and Homburg, (2019), There are several
recommendations developed for managing the branding of products and services. This is
associated with the marketing department of company that they are able to manage the consumer
behaviour. This leads to development of effective ways by which branding and promotions are
done for managing the operations and business activities. Main objective of marketing is to
enhance the customer satisfaction level. This can be done by managing and developing effective
strategies that help in creating promotional activities which enables companies like lust to
promote cosmetics and reach potential customers. There is need to enhance the promotional
strategies of company as they lead to manage the customer perception and behaviour. Moreover,
there is requirement of developing effective strategies for creating attractive promotional
advertisement. These lead to develop and manage the promotional activities in a manner so that
marketing and branding are done properly (Lush cosmetics, 2020). There are various ways used
by companies to develop the strategies for managing the customer behaviour effectively.
Moreover, it is seen that there are different strategies created for managing the business
activities properly. There are different marketing plans and strategies developed for managing
the business effectiveness. There is development of marketing strategies for developing the ways
for enhancing the specific ways for controlling the marketing activities properly.
5

Research Methodology and Rationale
This defined to be the most imperative area of an investigation as it basically aid the
investigator in the right direction to implement the suitable applications that are significant for
conducting a specific research. This section of investigation is based over multiple applications
that are significant to determine effectiveness of branding on consumer choice, from a
consumer’s perspectives. The rationale of this section is to provides descriptive evaluation in
which aid the entire project in right manner. The suitable methodologies for these specific
projects are associated as under:
Type of Methodology: : It is essential for researcher to affirm that conscious acknowledgment
and analysis can be cultivated by using an extent of assorted tools that are valuable for an
analysis, thus, this section encompasses over two aspects i.e. qualitative and quantitative research
project. In the present research project, quantitative research will be considering by the
researcher as it is the most effective tool to conduct detailed analysis as in this information
collection is based on actual facts and figures (Godey And et. al., 2012). Therefore, quantitative
study is effective in providing detailed analysis over the aspect of branding and its influence over
consumers choice and performance.
Research Approach: An investigation approach is a plan and procedure which mainly consists
of the steps of broad assumptions to detailed methods of data collection, analysis, and
interpretation. Therefore, the approach is mainly of two type’s i.e. deductive and inductive
research approach. For considering the present exploration work, deductive approach has been
applied by the researcher as it is the most effective tool to conduct quantitative analysis because
here a hypothesis are created which are encompasses over the existing theory, and then designing
an investigation strategy to test the hypothesis effectively related to the aspect of the
effectiveness of branding on consumer choice, from a consumer’s perspectives.
Data Collection Tools: This is the most important aspect of an investigation as it is based on two
approaches i.e. primary and secondary source of data collection. The suitable selection of
approached is effective in aiding the project in right manner. In the context to this present
investigation based on the aspect of the effectiveness of branding on consumer choice, from a
consumer’s perspectives. Both primary and secondary tools will be applicable by the researcher.
Thus, primary research will be significant in gathering specific data which are supportive to a
specific study. Primary research will be conducting through survey in which questionnaire will
6

be the most suitable approach to gather information. In addition to this, secondary research will
be supportive to developing theoretical framework via the support to books, journals, articles and
so on.
Sampling: Sampling is mainly replicates from the original population; therefore, this part is
based over two tools like probabilistic and non-probabilistic sampling tools. For conducting this
present investigation work, sample will be select through applying random sampling from the
probabilistic tools, however, this is the most suitable tool to select people to gather valuable
information. Therefore, the sample size for this project is around 20 and in this customers are
choose as they are most suitable participants who are effective in providing relevant data (Han,
Nguyen and Lee, 2015).
Research Limitations: In this present research both primary and secondary tools will be apply to
gather information. Primary research will be effective in gathering significant data and the
limitation for this approach is that, in this researcher has face the issue of gathering authentic
data thus the researcher is having the issue in authenticity as the participants are not showing
suitable concern to gather effective information. In addition to this, secondary research will also
be conducted and in this researcher having the issue of access of authentic sources as the
researcher. The investigator is having the issue in receiving the access from the effective sources
to gather relevant information. Furthermore, researcher also facing the issue of time as the
research is facing issue of lack of time and the provided time to conduct the project is less and
the investigator needs to design a time frame in which all the activities are mentioned within the
specified time and effective in completion of the project effectively.
Ethical Consideration
In the execution of an investigation it is important for the researcher to follow research
ethics in respect to conduct the project in right manner and generate appropriate outcome.
Therefore, in the context to this present research the investigator will conduct primary research
and needs to provide consent to their participants, thus it is effective in receiving the approval
from the participants to taking the pat in the project (Zachary and et. al., 2011). In addition to
this, research also needs to ensure to participants to ensure about the safety and security of their
private data as the participants are having issue with unauthorised use of their private data.
7

References
Books & Journals
Bleier, A., Harmeling, C. M. and Palmatier, R. W., 2019. Creating effective online customer
experiences. Journal of marketing, 83(2), pp.98-119.
Chen, T. and et. al., 2018. Is high recovery more effective than expected recovery in addressing
service failure?—A moral judgment perspective. Journal of Business Research, 82,
pp.1-9.
Kuehnl, C., Jozic, D. and Homburg, C., 2019. Effective customer journey design: consumers’
conception, measurement, and consequences. Journal of the Academy of Marketing
Science, 47(3), pp.551-568.
Yim, M. Y. C., Chu, S. C. and Sauer, P. L., 2017. Is augmented reality technology an effective
tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive
Marketing, 39, pp.89-103.
Im, H. H. and et. al., 2012. Conceptualizing destination brand equity dimensions from a
consumer-based brand equity perspective. Journal of Travel & Tourism
Marketing, 29(4), pp.385-403.
Veloutsou, C., 2015. Brand evaluation, satisfaction and trust as predictors of brand loyalty: the
mediator-moderator effect of brand relationships. Journal of Consumer Marketing.
Erdoğmuş, İ. and Büdeyri‐Turan, I., 2012. The role of personality congruence, perceived quality
and prestige on ready‐to‐wear brand loyalty. Journal of Fashion Marketing and
Management: An International Journal.
Lee, E. M. and et. al., 2012. Does perceived consumer fit matter in corporate social responsibility
issues?. Journal of Business Research, 65(11), pp.1558-1564.
Godey, B. And et. al., 2012. Brand and country-of-origin effect on consumers' decision to
purchase luxury products. Journal of Business research, 65(10), pp.1461-1470.
Han, S. H., Nguyen, B. and Lee, T. J., 2015. Consumer-based chain restaurant brand equity,
brand reputation, and brand trust. International Journal of Hospitality Management, 50,
pp.84-93.
Zachary, M.A. and et. al., 2011. Franchise branding: An organizational identity
perspective. Journal of the Academy of Marketing Science, 39(4), pp.629-645.
Online
What is Emotional Branding and How to Use it Effectively. 2013. [Online]. Available
through:<https://clevertap.com/blog/emotional-branding/>.
What Is Branding And Why Is It Important For Your Business?. 2020. [Online]. Available
through:<https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-
important-for-your-business/>.
How Lush delights customers with brand marketing, strong values and digital innovation. 2020.
[Online]. Available through<https://econsultancy.com/how-lush-delights-customers-
with-brand-marketing-strong-values-and-digital-innovation/>
8

Lush cosmetics, 2020. [Online]. Available through< https://ifundwomen.com/projects/lust-
cosmetics>
9

?
Research Ethics Approval Form
Student name [Please enter your response here]
Programme and/or module [Please enter your response here]
Title of the proposed
research project:
An examination into the effectiveness of branding on
consumer choice, from a consumer’s perspectives: A case
study on Lush.
Number and type of
proposed participants
In this participants are randomly picked from as in this 20
customers of Lush are select to gather information.
How is permission being
sought from the
participants and/or their
parents/carers?
In this present evaluation permission of the participants
will take by the help of providing them participants
consent form via email.
How is participants’
anonymity to be
preserved?
The anatomy of the participants are preserved via maintain
confidentiality of their private data and ensure them about
the safety and security. In addition to this, there is no
pressure for the individual to take participation in the
project.
Describe the research
methods proposed (e.g.
interviews, classroom
observations)
In this survey will be conduct with the help of making
questionnaire which covers the aim and objectives of the
project.
10

List the ethical issues and
potential risks associated
with the research methods
outlined above (e.g.
confidentiality) and how
you propose to deal with
each of these.
In the execution of the project, the issues faces by the
investigator is the confidentiality of data, time, access and
cost, therefore the issue of confidentiality will be resolved
via providing the consent form to the participants and
ensure them about the safety and security of their private
information. In addition to this, for resolving the issue of
time researcher design a time frame in which research
activities are mentioned with their a suitable time in which
the activity needs to be complete. For resolving the issue
of access researcher needs to ensure about the sources
from which information needs to be collect. Afterwards,
researcher also needs to manage funds and capital as few
activities like access of information sources, internet,
transportation, stationary and so on are cost consuming in
nature so the issue of cost can be managed via maintaining
appropriate amount of funds.
Describe how your
findings will be reported
or disseminated
The finding will be reported in word format as in this data
has been gathered via the authentic sources and the
outcome attained by the sources will be appropriate so that
findings will be valid and reliable and the report of the
findings are provided within Micro soft word file.
I have read the
University’s Process and
Procedure for the
Approval of Research
Activity
(please sign and date)
[Please enter your response here] [Please enter
your response
here]
11