Dissertation Proposal: Brand Recognition and Tesco PLC Report

This report is a dissertation proposal focused on brand recognition, specifically within the context of Tesco PLC. It outlines the objectives, research questions, and potential structure of the dissertation. The proposal examines the meaning of brand recognition, the different elements influencing it, and its impact on consumer behavior. The report also details the structure of the dissertation, including chapters on the meaning of brand recognition, key elements, impact on consumer behavior, and the specific impact on Tesco PLC. The report uses existing literature to support its claims and is aimed at understanding how brand recognition influences consumer behavior and impacts the performance of supermarkets like Tesco.

Dissertation Proposal

Table of Contents
Proposed Title of Dissertation.........................................................................................................1
Aims (What do you want to find out?..............................................................................................1
Objectives (What is going to done to achieve the aim?).................................................................1
What conclusions researcher is looking for?...................................................................................1
Brief introduction to relevant literature...........................................................................................1
What might be the main themes of your dissertation?.....................................................................1

Proposed Title of Dissertation
Different elements of Brand and Brand recognition in supermarket
Aims (What do you want to find out?
'To analyse the elements of branding and brand recognition: A study on Tesco PLC'
Objectives (What is going to done to achieve the aim?)
 To explore the meaning of brand and Brand recognition
 To examine the different factors which leads to Brand recognition in supermarket
 To analyse the impact of Brand recognition on consumer behaviour for supermarket.
 To evaluate the impact of Brand recognition on Tesco PLC
What conclusions researcher is looking for?
The conclusion which is to be drawn out of Dissertation state that brand and brand
recognition have both positive and negative impact over the organisation like Tesco PLC
Brief introduction to relevant literature
According to the view of Burnap and Papalambros, (2016) Branding is the process by
which organisation create unique image and name about the company and their products in the
mind of consumer which can be with the help of promotion, advertisement and marketing
campaigns with the effective theme. In the contradicting view of Hansson and Mattsson, (2017)
brand recognition is process by which is the extent by which customer can correctly identify a
product or service by viewing the product and service's logo, packaging at line and
advertisement campaign.
According to the view of Harrison and Fayhee, (2017) There are different elements of
branding and brand recognition such as brand name and logo, importance of colour and logo,
significant of brand equity, brand identity and perception, personality and loyalty. In the
contradicting view of van Grinsven and Das, (2016) elements have huge impact over the
customer perception, their decision making and their behaviour. With that organisation
performance and productivity are also influenced by the brand recognition.
According to the view of Burnap and Papalambros, (2016) brand management is very
important for every supermarket, they need to create good image in the eye of customers so that
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they can earn large sales and revenue. In supermarket, revenue is dependent on sales and sales is
dependent on brand image. Thus, it is very significant for the venture to create good band in
market place.
What might be the main themes of your dissertation?
 Chapter 1. Meaning of brand and Brand recognition
 Chapter 2. Different elements which leads to Brand recognition in supermarket
 Chapter 3. Impact of Brand recognition on consumer behaviour for supermarket
 Chapter 4. Impact of Brand recognition on Tesco PLC as a supermarket.
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REFERENCES
Books and Journal
Burnap, A. and Papalambros, P. Y., 2016. Balancing design freedom and brand recognition in
the evolution of automotive brand styling. Design Science, 2. pp.329-337.
Hansson, I. and Mattsson, L., 2017. Product placement: A study of audience perception on brand
recognition and congruence.
Harrison, K. and Fayhee, K., 2017. Food brand recognition and BMI in preschoolers. Appetite,
114, pp.329-337.
van Grinsven, B. and Das, E., 2016. Logo design in marketing communications: Brand logo
complexity moderates exposure effects on brand recognition and brand attitude. Journal of
Marketing Communications, 22(3), pp.256-270.
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