Analyzing Digital Marketing Tools to Enhance Zara's Brand Value

This dissertation investigates the extent to which digital marketing tools can enhance the brand value of organizations, specifically focusing on Zara. The research employs a qualitative approach based on secondary data, analyzing relevant literature to understand the impact of digital marketing on brand value. The study explores various digital marketing techniques used by Zara, such as social media marketing, email marketing, and content creation, and assesses their effectiveness in improving the company's performance and brand image. The research addresses the concepts of digital marketing and brand value, identifies key digital marketing strategies, evaluates the significance of these tools for Zara's brand enhancement, and recommends strategies to further improve Zara's brand value. The dissertation includes an introduction, literature review, research methodology, data analysis, and conclusion, providing a comprehensive analysis of digital marketing's role in enhancing brand value in the fashion industry.

Dissertation
Topic: To what extent can digital marketing tools be utilized to enhance brand value in
modern organizations? in the case of Zara Company

Abstract
In this modern era, every company wants to attract the range of customers and it is possible when
the firm have an effective digital marketing strategy. The study supports qualitative research type
and based upon secondary research in which relevant books and articles are selected that help to
determine the extent through which digital marketing affect the brand value. Through the
literature review it is analyzed that with there are many digital techniques which are used by the
company in order to improve the overall performance and Zara is also used these technologies
that helps to meet the define aim. Apart from this, the entire research is based upon secondary
research only and this in turn help to conduct the entire research in proper manner. Also, data
analysis section also reflected that with the help of different digital technologies, Zara enhance
the brand image and grab attention of many customers towards it.

Acknowledgment
I would like to thank University for providing me this opportunity to write a research paper in
the form of dissertation on this topic.
I am also thankful to my Professor for guiding me in every stage of this research paper. Without
his support, it would be very difficult for me to prepare the paper so meaningful and interesting.
I am also thankful to all the teacher who always ready to support me and also I would like to
thank my parents who always ready to support me financially. Lastly I would like to thank my
friends who always support me to complete the research.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
Background of the study..............................................................................................................4
Research aim and objectives........................................................................................................5
Research questions.......................................................................................................................5
Rationale of the study..................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
Research type.............................................................................................................................16
Research approach.....................................................................................................................17
Research philosophy..................................................................................................................17
Data collection...........................................................................................................................18
Data analysis..............................................................................................................................18
Research limitations...................................................................................................................19
Reliability and validity..............................................................................................................19
Ethical considerations................................................................................................................19
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................21
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................25
Conclusion.................................................................................................................................25
Recommendations......................................................................................................................27
REFERENCES..............................................................................................................................28

Topic: To what extent can digital marketing tools be utilized to enhance brand value in
modern organizations? in the case of Zara Company
CHAPTER 1: INTRODUCTION
1.1 Background of the study
In the modern era, every company stay ahead in the competition and for that they uses
various digital marketing strategy in order to generate the sale. The digital marketing tools will
help the company to improve the results and attain its vision as well. In the same way, the
present study will also assist to determine the extent through which digital marketing tools can
be utilized to enhance the brand value. Moreover, the current dissertation will also help to
determine different digital marketing tools and their importance in order to improve the sales.
There are different marketing tools offered by the company and among all digital marketing tools
has an ability to reach a global marketplace (Niculescu and et.al., 2019). Through this strategy,
company save money and also reach large range of customer by investing less money as
compared to traditional marketing methods. Along with this, the present study will explore many
strategies that assist to generate the brand image at global level and this in turn also support to
sustain brand value of a firm as well.
Similarly, digital marketing strategy also assist to enhance the brand value in modern
organization and it hire employees who have a knowledge to uses best digital marketing tool in
order to improve the results up to some extent. Hence, it is clearly examine that there are range
of digital marketing tools are available in the market such that social media, email marketing,
website testing and content creation that assist to improve the results of a company. Apart from
this, it is also analyzed that with the help of effective strategy, company is able to enhance the
brand image and success of a firm while using the digital marketing platform. Moreover, the
present dissertation will also assist to enhance the brand image and value of the company by
using effective digital marketing tools which in turn improve the financial performance in
positive manner.

Background of Zara
The chosen firm for this study is Zara which is deal at fashion industry and it offer range of
products to their customer at reasonable rate. Currently, the company is deal at different country
and that is why, it sustain the brand image at international level. Moreover, it is further examine
that it uses influencer as a marketing strategy in order to attract wide range of customers towards
it. Also, quoted firm did not uses high range of marketing tool to attract the customer and that is
why, it is necessary for the business to focus upon high variety of marketing tools including
digital marketing tools. It is so because the entire country is based upon digital platform and uses
social media to attract the customer. That is why, through the present study, Zara will analyze the
ways through which digital marketing tool attracted the users and leads to enhance the brand
value as well.
Company mainly use different marketing strategy in its physical store such that for using
digital marketing strategy, research shows Zara’s traffic is 8.51%. This figure shows that in the
competitive environment, company should focus upon different digital marketing strategy that
helps to attract the customers.
Research aim and objectives
Aim
The aim behind conducting current study is to assess the extent to which digital
marketing tool helps in increasing market value of Zara.
Objectives
 To develop understanding about the concept of digital marketing and brand value.
 To identify digital marketing strategies that can be used within Zara.
 To assess the significance of digital marketing tools with regards to the enhancement of
Zara’s brand value.
 To recommend suitable strategies to Zara that contributes in company’s brand value.

Research questions
Q.1 What is the concept of digital marketing and brand value?
Q.2 Which kind of digital marketing used by organizations in the modern era?
Q.3 What is the extent to which Zara’s brand value can be enhanced using digital marketing
practices?
Q.4 Which strategies prove to be beneficial for Zara that contribute in the enhancement of Zara’s
brand value?
Rationale of the study
In this modern era, every company needs to be stay ahead in the competition and for that
marketing plays an important role to promote the product to right audience. Hence, that is why,
there is a need to study on different marketing tools available in the market that draw attention of
many customers towards it. Hence, the reason for conducting the study on specific topic will
help the company to determine the ways through which it promote the product along with
enhancing the brand value of a company in positive manner. By study on this specific topic will
assist to determine the trend which company should follow in order to meet the customer
demand (Makrides, Vrontis and Christofi, 2020).
In addition to this, it is also analyzed that digital marketing plays a crucial role in the
sustaining the company’s brand image at global level. That is why, while studying on this topic
will further provide ways through which Zara may use in order to gather more insights into their
audience by offering range of product through modern promotional tool. Hence, the chosen topic
have its own importance and that is why, to sustain the brand image at global level, it is
necessary for the company to use digital marketing platform in order to increase sales and sustain
brand value as well.
Significance of study
The present study is significant to many of the companies and people especially for Zara. This is
particularly because of the reason that in present case this research will be helpful to the
company as the whole study is set on the company Zara. Thus, this will assist the company

ZARA in deciding that which digital marketing tool assist the company in increasing the brand
value of the company. Further this research is of significance to the competitors of company as
they will also get an idea that how they can make the use of digital marketing tools. Further this
research is of importance to other researchers as they can also use this research as base of their
research.
Dissertation structure
Chapter 1: Introduction
It is the first chapter of the dissertation in which scholar will present the aim and
objectives. Further, the scholar will also provide a background in which chosen company and
topic will be discussed in brief. Moreover, the current section will provide reason for choosing
the selected topic, along with structure.
Chapter 2: Literature Review
It is the next chapter of the dissertation in which scholar conduct secondary study in
which different themes are presented by considering the research objectives. Moreover, the
present section will help to analyze the deep understanding about the digital marketing and brand
value with regards to selected company.
Chapter 3: Research Methodology
Third chapter of the dissertation in which methods support the study to conduct the study
in proper and in this section, scholar will provide a brief explanation of the chosen method that
conduct the study in precise manner. Such that research philosophy, research approach, data
collection, data analysis and ethical consideration.
Chapter 4: Data analysis and finding
Forth chapter of the study which in turn interpret the results collected by the researcher.
Under this, scholar will present the entire findings in a theme format which in turn assist to
present the study in an effective manner. Through this, graphs and tables are presented along
with interpretation of selected respondent’s views.
Chapter 5: Conclusion and Recommendation

Last chapter of the dissertation in which scholar will summarize the entire findings in an
effective manner. Moreover, through this scholar will concluded the results and examine whether
the results are met with define way or not. Along with this, scholar will also provide suggestion
to the company with regards to suitable strategies that will be used by the Zara in order to
generate the best results.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The second chapter of the dissertation in which different author's point of view are
considered that helps to determine the concept of digital marketing and its importance for the
company. In this section, scholar uses different and relevant articles which are assist to answer
he research questions in better manner.
2.2 Understanding relating to the concept of digital marketing and brand value.
2.2.1 Digital marketing
As per the views of Karakuş (2019) the digital marketing is defined as the development
and use of advertising with the help of the different digital platforms and the various search
engines. These channels can be different social media platforms like Facebook, Twitter,
Instagram or email marketing, marketing with help of mobile application and many other online
sources and mediums. All these digital marketing technologies assist the people or companies in
managing and promoting their product and services in highly competitive market. If the company
makes the effective use of the digital marketing tools then this will assist the company in
securing a competitive position in the highly competitive market. This is particularly because of
the reason that when the company will make the effective use of the digital marketing strategies
then this will assist the company in developing awareness relating to the goods and services
among the consumers. Thus, this will assist the company in attracting the consumers to a great
extent and this will increase the sales and market share of the company to a great extent.
2.2.2 brand value
Dumitriu and et.al, (2019) shares that the brand value is the amount of the brand which
the company is worth in the competitive market. This is particularly because of the reason that
when the company operates within the market then they have certain value in the highly
competitive market which is measured in terms of money. Thus, when the company makes
effective use of the digital marketing tools then this assist the company in increasing their brand
value. Thus, if the company will be having a good brand value then this will attract a majority of
the consumer which will certainly result in the increase in number of consumers.

In addition to this Warokka and et.al., (2020) articulates that when the company will
make the effective use of the latest digital marketing tools then this will assist the company in
increasing their value to a great extent. The major reason for this is that when the company
effectively uses the marketing tool then this will make the consumer understand the features of
the product and services and this will attract more of consumers. Further with help of this the
company will be able to manage and attract a large variety of consumers. Further in addition to
this if the company will make the use of effective digital marketing tools then this will increase
the market reputation and goodwill of the company. Thus, as a result of this the income and sales
of the company will increase and company will have better growth opportunity.
Wang (2020) stated that company uses the brand value in order to sustain a brand image
at international level and for the same, there are four values which every firm must integrated
such that integrity which means company should ask customer for a frequent feedback. Next is
respect in which firm should treat each and every customer equally and dignity. Third is
Responsibility in which holding themselves as an accountable for their performance. Last is
growth that is focusing on constant innovation as well as creativity. Hence, it is examine that by
using the effective values, company increases the brand value and also provides employees with
direction and motivation which acquire new customers easily. So it is examine that with the help
of brand value, company represent the sum of people’s perception of a company’s customer
service and logo. Bonetti and Perry (2017) also present their views and stated that brand value
also assist to improve the overall performance in positive manner and let all the customer know
about their offered product and service. For example, Zara also sustain its brand image by
offering high range quality product that assist to take a business at further level of success.
2.2.3 Aspects of brand value
Conway and Hemphill, (2019) argues that if the companies do not make the effective use
of the digital marketing tools then this will reduce the brand value of the company. This is
particularly because of the reason that the use of digital marketing is the recent trend and if
company will not involve this trend in their working then this will reduce the interest of the
consumer within the company. The major reason underlying this fact is that when the company
will not use the latest methods of marketing then the consumer will not get attracted towards the
company and this will reduce the interest of consumer within the product and services provided

by the company. Also, to measure the brand value, author share their views by stating that
company consider some of the important key aspects that helps to improve the brand image of a
company. Such that there Brand visibility is the important aspect that assist to create awareness
and credibility with respect to particular customer need. Hence, if customer is searching for
buying option and brand does not come to mind, it is due to not having brand visibility.
In addition to this, Brand association is another aspect that helps to attract the customers
and it is all about to create a positive and negative relationship towards a brand. Therefore, it is
based on the functional benefits like, organizational values, self- expressive benefits and social
benefits etc Further, Customer Loyalty is another thing that provides a flow of business for
current and potential products from customer who believes in brand value of brand’s offerings.
Colombi, Kim and Wyatt (2018) also supported that with the help of effective brand value most
of the company are using range of option that helps to sustain the brand image and attract
customers as well. So, it is examine that business needs to estimate how much a brand is worth in
marker and willingness of a customer through which they are going to pay in order to purchase
the product. Moreover, good branding increases the value of a company and it also provides
direction and motivation which acquire new customers easier. For example, most of the
youngster prefer to purchase product from Zara because of having brand image at global level
and customer have a faith that assist to encourage them to purchase product from company
easily.