Retail Industry Branding: Effectiveness on Debenhams' Recognition

This report investigates the effectiveness of branding on brand recognition within the UK retail industry, using Debenhams as a case study. It explores the modes used by the retail industry to develop branding, discusses the effectiveness of branding on Debenhams' brand recognition, and investigates the challenges faced by Debenhams in using branding to increase recognition. The research problem focuses on the level of effectiveness of brand recognition, highlighting the importance of branding in building a company's image, especially with the growth of e-commerce and social media. The report considers the impact of brand value on business performance, the importance of building strong customer bonds, and the challenges in retail branding strategies. It compares quantitative and qualitative research methods, emphasizing the use of questionnaires to gather data and the importance of communicating findings effectively. The report also touches on the role of technology, online expansion, and customer service in retail branding, along with the need for companies to adapt to market trends and opportunities. The research aims to provide a better understanding of branding theories and practices in the retail sector.

Individual Assignment

Table of Contents
Section 1: Comparing two research methodologies.........................................................................4
1.1 Research problem...........................................................................................................4
1.3 Two appropriate research methods...................................................................................6
Section 2: Instrument and Conclusions............................................................................................7
2.1 Instrument.........................................................................................................................7
2.2 Conclusions......................................................................................................................9
Section 3: Research Dissemination................................................................................................10
3.1 Relevance and audience.................................................................................................10
3.2 Communication of research............................................................................................10
References......................................................................................................................................12

Research aim
To examine the effectiveness of branding on brand recognition of retail industry within
UK. A study on Debenhams.
Research objectives
 To analyse the modes used by retail industry of UK to develop their branding into the
market
 To discuss the effectiveness of branding on brand recognition of Debenhams
 To investigate the challenges faced by Debenhams in using modes of branding for
increasing brand recognition
Research questions
 What are the modes used by retail industry of UK to develop their branding into the
market?
 What is the effectiveness of branding on brand recognition of Debenhams?
 What are the challenges faced by Debenhams in using modes of branding for increasing
brand recognition?

Section 1: Comparing two research methodologies
1.1 Research problem
The research problem identified in the present study is in the relation to examine the level of
effectiveness about the brand recognition in the retail industry (Törmälä and Saraniemi, 2018).
As branding is considered to be the one of essential in the company for building its image in the
market. Due to growth in e-commerce and also the various platforms of social media, these allow
the retail companies to grow at good speed. The term branding is defined as that process which
improves the overall image of the company by making a positive impact on the customers and
the market. In order to stay in the competition, the retail industry is required to be focused on its
brand value. It is known that brand value has a significant impact on the performance of the
business as it is known that modern customers are aware about the various other companies in
the market. The customers will be able to establish trust and loyalty in order to be in the
competition (Moşteanu, Faccia and Cavaliere, 2020).
1.2Selected key readings
As said by Muhammad Sabbir Rahman and et.al., (2020), in order to be successful the retail
business must build a strong bond with the customers to further enhance the identity of the
brand. That is why the companies are hiring the marketers to further enhance the experience of
the customers. In relation to the study conducted by them the research was done to investigate
about the customer’s behaviour. In context of fashion clothing and brand awareness, in the
research the concern was to consider the millennial consumers as they are known to be the
dynamic sector in the fashion brand. As there are multiple challenges which are involved in the
retail branding strategies. With the help pf having proper knowledge and idea in relation to
marketing (Leidne and Tona, 2021). The image of the company will become more effective and
easy to project in the market. In addition to this, the retail sector is ignoring the importance of the
brands which is directly related to the sales value of the company. The retail industry is growing
in the market but it is also facing some major issues which are suitable for the company and its
operations. That is why the companies are required to stay focused on its branding and the
employees also feel confident when the company is doing great. Moreover, the retail industry is
one of the competitive industry which plays an essential role in the retail growth, consumer

behaviour and also the advertising management. Also, there are various ways to enhance the
brand image in the eyes of the customers such as social media, SEO, various platforms, channels
and many others. The term brand awareness is helpful in educating the customers in order to
retain them for longer time period. Various activities and ways are used to improve the image of
the company for instance it can be a logo, word, tagline, mark or any new feature. It can be seen
that retail industries invest a lot of funds, time and efforts in order to create the brand image to
enhance the effectiveness. The brand recognition is measured by making use of promotional and
marketing campaigns (Lei and et.al., 2020). On the other hand, the company can also use the
market research by considering various experiments that is focus group or study groups. All the
business whether it is small or big companies they are to maintain their image to be on the mind
of the customers (Kaur and Kaur, 2019). The companies can also add a personal touch or
emotional level so that customers feel connected with the company. The retail companies always
focus on the customer service experience so that more customers will be attracted to the
company. The term branding is said to be the most essential activities and which are related to
bring a strong image which allows to connect with the audience. With increasing more loyalty
and better recognition in the market and the customers. The messages which is broadcasted by
the company must be taken care along with other elements that is logo taglines and many others
(Khalin and Chernova, 2018).

Figure 1: Retail Branding In The New Digital Age
1.3 Two appropriate research methods
In relation to the research, it made use of well-structured questionnaire which was allotted to
about 266 millennial respondents. That was done by making use of shopping malls and also the
university campus. In addition to this, the data was analysed by applying the structural equation
modelling. From the above article and the research conducted, results show that the topic of
brand awareness has a mediating effect on the purchasing behaviour of the millennials. With the
help of the study it can be summarised about the active moderation role of brand schematicity on
the purchasing behaviour toward fashion clothing brands (Björkdahl, 2020). Along with it, the
study also contributes to the existing literature of purchasing behaviour of the millennials toward
the fashion clothing brands. As there are various methods which are involved in the research and
they are known to enhance the overall research process. The research methods are divided into
two types that is quantitative research and qualitative research. Quantitative research is defined
as data which is collected on the base of numbers and also the summary is taken from the
numbers. Under this graphs are also used to quantify the results whereas in the qualitative
research. It also comprises of various methods such as the survey, descriptive and correlational
research. The research becomes useful when it is reliable, accurate and valid. It must be free

from errors and must have proper detail of the topic. As it is based on the particular amount or
quantity which targets on interpreting the data which in numerical in nature. It comprises of the
ways which can be used to measure the data in order to find the link between the data. It can also
be seen that researchers make use of various methods with the goal of attaining the best results.
Researchers use quantitative and qualitative research that is interviews, focus groups and surveys
for the data. It is also must to choose the method which supports the research to be presented in a
professional way. That can be further used to attain the bets results in the investigation process.
The term research methods are useful to collect the data which is used to evaluate the data to find
out the suitable data of the topic with in-depth knowledge (Buer and et.al., 2020).
In the research process the questionnaire is made to contribute in relation to the particular and
chosen topic that is to inspect the efficiency and the role of branding on brand recognition of
retail industry in UK. In a questionnaire, all the answers which are given by respondents are the
point of view of the population. That is why, the outcome of the questionnaire underlined about
various questions in relation to the topic. It is must to communicate with all the respondents in a
proper manner so that findings will be used in further studies in future. With the help of the
questions, readers will be able to understand the topic as it comprises of all the topics. For
example, the brand awareness is considered to be the main element in the company which allows
the company to further grow in the market. Moreover, when the branding is done in a proper
manner then the customers will get more involved in the company. The bond and relation must
be maintained with the customers and which can be improved by the making use of various
multiple channels. It can be seen that nowadays companies prefer to use social media to highlight
about the products and services (Chang, 2020) (Fossen and Sorgner, 2021). Along with it, there
are many issues which are faced in the retail branding such as in relation to technology. As the
companies are expanding their operations online and using numerous platforms to reach large
number of customers. After pandemic, people prefer to shop online due to which the target of the
company is to keep the new customers involved in the activities of the company. The customers
get the products online as the company has already set the targeted audience to target the specific
group of people. Due to which the main emphasis of the companies is to concentrate on the
process of the customer service. Likewise, the companies are required to add new add on such as
chat feature at their website so that all the queries of the customers will be answered on the spot
with instant solution (Gebauer and et.al., 2020). That is why it is required to consider various

market trends and opportunities in order to solve the problem. It must act upon the strategies and
also to look upon the gaps which can be observed in the research. The research is done to gain
better understanding and knowledge in relation to the topic and its theories (Lee, Cameron and
Hassall, 2019). Moreover, the research must be planned in a proper manner with good execution
and there are various other factors which are involved in it. The research methodology must be
decided before research conduction. Proper choice of the research methodology supports in
determining the level of success in the study. The term research is defined as the proper study of
the particular topic. The good research must follow the systematic approach to capture the data
correctly. Furthermore, it leads to create better way for having knowledge of the particular topic
with generating more opportunities. The quality of the research must be premium which can be
further used to write, interpret and distributed (Gobble, 2018).
That is why it can be seen that most of the companies are centring on improving its online
presence that is done by being active on the various platforms. They are to make use of such
activities which keep the customers involved in the company. The physical stores must operate
online and the companies are advised to take help from influencer marketing on the social media.
So that customers will be more attracted towards the products of the company while checking
out the page. For the convenience of the customers the payment can be made by using various
modes such as debit card, Apple pay, Google pay and many more. In the whole process the
employees and management must communicate with each other with the aim of coordinating
while attaining the goals of the company. The companies are able to work globally with the help
of using digitalisation that is why e commerce companies are generating more profit (Hur and
Kim, 2020).

Section 2: Instrument and Conclusions
2.1 Instrument
QUESTIONNAIRE Frequencies
Name:
Gender:
Age:
Q1. Are you aware about the concept of effectiveness in relation to
branding on brand recognition of retail industry ?
Frequency
(a) Yes 30
(b) No 10
Q2. What are the various ways which are involved in to enhance the
image of the company in the market ?
Frequency
(a) Leadership 13
(b) Active social media presence 13
(c) Attractive website 14
Q3. What are the various challenges that can be faced by Debenhams
when it improves its branding?
Frequency
(a) Building a digital strategy 20
(b) No brand story 20
Q4. What does Debenhams do to make its clients feel satisfied ? Frequency
(a) Treat customers as individuals 20
(b) Create awareness about the products or services 10
(c) Reward the loyal customers 10
Q5. Do the customers trust the operations and management of the
company?
Frequency
(a) Yes 30
(b) No 9
(c)Can’t say 1
Q6. What are the benefits of branding on brand recognition of retail
industry ?
Frequency

(a) Loyal customers 5
(b) Better values of the company 25
(c) Consistency 5
(d) Attract better talent 5
Q7. As per your view, how does Debenhams mange its image in the
market ?
Frequency
(a)By keeping align the vision and strategy 5
(b) By making clear goals 10
(c)By working on unique elements of the company 10
(d) By focusing on making positive impression 15
Reflection
As the questionnaire is made to assist the particular topic in population in relation to examine the
effectiveness of branding on brand recognition of retail industry within UK. All the answers
present the point of view of the population. The outcome of the questionnaire highlighted various
questions and topics (Jin, Yoon and Lee,2019). All the respondents were communicated in a
proper manner and the findings will be used in further studies. With the help of the questions
better the topic can be understood better as it will comprise of all the topics. For instance, the
brand awareness is the main element in the company which leads to help the company grow in
the market. When the branding is done in a proper manner then the customers will trust the
company more. The main relation must be maintained with the customers that can be improved
by the using multiple channels. Nowadays companies are using social media top circulate about
the products and services. But there are various issues which are faced in the retail branding that
is technology as the companies are expanding online and using various platforms to cover more
customers. After Covid-19, people have started shopping more online so now the target of the
company is to simplify the customer experience. The customers get the products online as the
company has already set the targeted audience to target the specific group of people. That is why
the main focus of the companies is to focus on the customer service. Moreover, the companies
are required to add the chat feature at their website so that all the queries of the customers will be
answered on the spot (Karakozov and Ryzhova, 2019).

2.2 Conclusions
From the above analysis, it can be projected that the concept of branding has the power to
motivate the customers to identify about the brand. The company is considered to be successful
when the people are able to identify the brand by its logo, colour combination, tagline or jingles.
Also, the companies are required to choose and finalise the suitable platform as per their needs.
Due to which the customers can easily find out the company and the company must also
maintain the consistency in content creation. The people search for their answers at google and
by creating content the customers will be able to know about the products and services of the
company. The companies must put the review of the customers on the main pages such reviews
will increase the sales and profitability. The pictures must be of good quality that presence all
features of the products. Another way of connecting with the customers is of email marketing,
under this the customers get timely updates from the company about its offers, products, sales
and new add on. The companies are focusing on making online presence by being active on it
and present such activities which keep the customers involved. The physical stores must be
connected with the online and social media handles. So that customers will be able to make
purchases while checking out the page. The payment can be made by making debit card, Apple
pay, Google pay and many others. In the whole process the employees and management must
communicate with each other in order to coordinate while attaining the goals of the company.
The companies are able to work globally with the help of using digitalisation that is why e
commerce companies are generating more profit. Moreover, it can be said that the companies are
considered to be successful when the people are able to recognise the company and brand with
the help of combination, tagline, logo, colour, jingles and many others. Likewise, the companies
also choose and confirm the suitable platform as per their requirements. Due to which the
customers will be easily find out the company and the company must also maintain the
consistency in content creation.

Section 3: Research Dissemination
3.1 Relevance and audience
The right audience will be millennial respondents as they are known for sharing their opinions
and various ideas. The questionnaire will offer insights in order to attract the particular group
which can be derived with various concerns. The millennials are known to be the first global
generation which grew in the time of internet. They are well aware about the technology mobile,
gadgets and social media that is why they are also known as digital natives. As the world is
changing and the people are becoming well educated which is one for the main reason for
enhancing the economic growth. They are mainly categorised for those who are born between
the year of 1981 and 1996 and they are also very creative generation. Furthermore, it is the most
populated age group in the population and they have also noticed the technological growth and
development which allows them to be more creative and having positive impact on others.
Moreover, they prefer working in various circumstances in order to learn more and they have
noticed the growth of the whole technology such as artificial intelligence, smartphone, software
and many others. They are also known to be open and more adaptive of change and the main
focus is given to the tasks instead of time.
3.2 Communication of research
Communicating research is one of the essential step in the approach as it can be served as a guide
to the targeted audience. The main task is to choose the journal in order to publish the research
so that the respondents will be able to review and navigate the whole process. The term
communication research is directly linked to connecting all the concepts with better
understanding. Furthermore, it also helps in analysing and interpreting the complete data or
evidence. It directly transforms the raw findings into meaningful insights and the finding from
the research and questionnaire would evaluate the results from it to find meaning as it relates to
the communication phenomena of interest. There are various to communicate the research such
as media outcomes, NGOs, various industries, associations and internet and many others. Such
communication allows the readers to stay updated about the comprehensive and importance
information related to the chosen topic. That is about branding which is an essential element in
the company for structuring its image in the market. Due to development in the e-commerce and
also the many platforms of digitalisation that is social media, these allow the retail companies to