Analyzing Giordano's Brand Awareness: A Marketing Research Approach

This case study investigates strategies for Giordano, a Hong Kong-based retailer, to enhance its brand awareness in the international market, addressing its current saturation in domestic and foreign markets. The research aims to identify effective methods for increasing brand awareness, focusing on factors affecting brand perception, customer loyalty, and the impact of social media and content marketing. The study employs a mixed-methods approach, including primary data collection through customer surveys and interviews with company managers, analyzed using statistical software like SPSS. Hypotheses are formulated to test the effectiveness of social media and content strategies in boosting brand awareness. Ultimately, the research seeks to provide actionable insights for Giordano to strengthen its brand presence and attract a broader customer base in the global market. Desklib provides access to similar case studies and solved assignments for students.

Running head: MARKTEING RESEARCH
Marketing Research
Name of the Student:
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Table of Contents
1.0 Introduction................................................................................................................................2
1.1 Background of the Research......................................................................................................2
1.2 Aim of the Research..................................................................................................................3
1.3 Objectives of the Research........................................................................................................3
2.0 Literature Review......................................................................................................................3
2.1 Overview of Brand Awareness..................................................................................................3
2.2 Enhancing Brand Awareness.....................................................................................................4
2.3 Factors Affecting Brand Awareness..........................................................................................5
Hypothesis Design...........................................................................................................................6
3.0 Research Design........................................................................................................................6
3.1 Sample selection........................................................................................................................6
4.0 Conclusion.................................................................................................................................7
Reference List..................................................................................................................................8
Appendix-1....................................................................................................................................10

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1.0 Introduction
1.1 Background of the Research
Brand awareness is characterized as the likelihood that the consumers generally
recognize the availability and existence of the products and services of the company. Creating
and developing the brand awareness is presently considered as a key step towards product
promotion by the organizations. Huang and Sarigöllü (2014), argued that the organizations that
maintain higher brand awareness level are more likely to possess increased amount of sales. The
current research work will focus on determining how Giordano can enhance its brand awareness
in the international market. Giordano was established in 1980 by Jimmy Lai in Hong Kong. In
the year 1981, Giordano opened its first retail store in Hong Kong and also started to expand its
business in Taiwan by distributing the Giordano merchandise with the help of joint venture
projects (Mau and Giordano-Adams, 2016). In response to the slow rate of sales the company
changed its positioning strategy in the market in the year 1987. Previously it used to sell only
men’s garments, however, afterwards it realized that a number female customers were also
feeling attached to their stores. As a result Giordano started selling unisex casual dresses and this
shifting in the positioning strategy proved to be successful for the company. As a result of this
the revenue and sales of the company increased substantially (Cuomo et al., 2016). However, as
per the provided case study the company is experiencing saturation in the domestic and foreign
markets. Due to this the company is willing to increase its brand awareness in the international
market. This research work will shed light on exploring the possible methods through which the
level of brand awareness can be increased in the foreign market.

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1.2 Aim of the Research
The basic aim of the research is to determine the most effective and efficient methods
through which Giordano can increase its brand awareness in the foreign market.
1.3 Objectives of the Research
The key objectives of the research can be summarized as follows,
 To develop a broader understanding about the concept of brand awareness
 To determine the factors that can affect brand awareness
 To determine the process of increasing brand awareness
1.4 Research Questions
In accordance with the objectives of the research the research questions are designed as follows,
 What is the concept of brand awareness?
 What are the factors that may affect the level of brand awareness?
 How brand awareness can be increased?
2.0 Literature Review
2.1 Overview of Brand Awareness
Researchers have pointed out brand awareness as the probability that the consumers are
well informed about the availability and life of the product. More precisely it is the extent up to
which the consumers associate the specific brand with a particular product. Brand awareness
incorporates brand recognition as well as brand recall (Tasci and Guillet, 2016). Brand
recognition is defined as the capability of the consumers to identify the prior brand knowledge
when they were asked questions about the brand or they can recognize the product when they are

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shown the picture of the brand. This depicts that the consumers can differentiate the specific
product as it has been observed or viewed earlier. On the other hand brand recall is defined as the
ability of the customers to retrieve a brand whenever he or she is provided with the class,
category or the type of the product (Times & Neurophysiology, 2016). It signifies that through
recalling a brand the consumers can recognize the brand from his or her memory if they are
provided with a clue. However, it is easier and convenient for the consumers to recognize a
brand rather than recalling. Hence the brand awareness programs should be aimed at increasing
the brand recognition.
2.2 Enhancing Brand Awareness
The reputation and brand awareness of an organization can impact directly over the
success of the business. The perceived value of the people regarding a brand sometimes drives
their purchase decisions and loyalty towards the brand. Recent statistics suggest that 71% of the
consumers are more likely to purchase the brand they follow on the social media (Giordano,
2015). Developing customer loyalty can also contribute in increasing the overall organizational
revenue. The following are a few strategies through which brand awareness can be increased.
Enhancing brand awareness through content
Building an effective brand image and enhancing the association between the people and
the organization can easily be done through producing effective contents. Publishing high quality
products on a regular basis which can perfectly mitigate the needs of the customers helps to
establish the position of trust (Zhang, 2015). It is a matter of fact that whenever an organization
regularly answers the questions that people have regarding their industry they become successful
in building brand awareness.

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Enhancing brand awareness through social media
As per the data provided by Google Barometer, by the end of 2016 a major portion of the
population in world have been using social networking sites. All of them possessed at least a
profile in any one of the social media platforms. It has made social media an effective platform
for advertising (Dogu et al., 2017). Here the organization can easily connect with the potential
customers, exchange ideas with them and easily communicate with them as well.
Creating an effective profile in the social media will also provide the customers with a
process through which they can connect with the brand more personally. The consumers of the
modern day are also quite reliant on developing a personal relationship with the brand they do
business with. Hence sharing relevant materials and establishing an effective relationship over
the social media can improve the brand awareness.
Enhancing brand awareness through leadership
Thought leadership helps to establish a person as a leader in the field and take part in
increasing brand recognition. Through this the brands become able to demonstrate their own
abilities and are transformed into trusted professional who can assist the customers in resolving
their issues. This is a process through which the organizations can depict their expertise and
thereby develop a proper brand awareness (Biraghi et al., 2015).
2.3 Factors Affecting Brand Awareness
There are a few factors that can affect the level of brand awareness both positively and
negatively.
Social Followers

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Promoting the products and services over the internet that is in the social media sites help
to engage more with the consumers and thereby enhances the brand awareness.
Direct Traffic
Direct traffic is the people who visit the site of an organization directly without using any
followed link. If direct traffic in the website can be increased that will certainly contribute
towards increasing the brand awareness (Dogu et al., 2017).
Customer perception
The perceived value about a product or service is developed among the customers
whenever they see a product. In other words this is the expected value that a customer develops
after seeing a product (Biraghi et al., 2015). Afterwards when the actual value derived exceeds
the perceived value that would certainly ensure the customers are satisfied. A satisfied customer
base will ensure an increased level of customer awareness.
Hypothesis Design
H0: Brand awareness in the international market can be increased through social media and
effective contents.
H1: Brand awareness in the international market cannot be increased through social media and
effective contents
3.0 Research Design
3.1 Sample selection
The research work will focus on obtaining primary data from the customers of Giordano
and at the same time it will also arrange interview with 3 managers of the same organization

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(Taylor et al., 2015). Simple random sampling without probability will be used in this context as
the researcher has already decided the number of participants who will be taking part in the
survey. It has been decided that 80 employees of the organization will be interviewed for
obtaining their valuable feedback regarding the process of increasing brand awareness of
Giordano in the international market. Prompt response from the customers will help to generate a
crisp idea about the market and the current scenario. Moreover it is also necessary to mention
that as the research work already possesses a pre-designed hypothesis and the number people
who will be participating in the research work is already known it will simply use a non-
probability simple random sampling method for sample selection (Lewis, 2015).
The primary data will be analyzed thoroughly with the help of statistical software like
SPSS or Eviews. First the primary data will be presented in numerical form in an Excel sheet and
then the data will be sorted and filtered afterwards the data will be imported in SPSS and
descriptive statistics will be obtained for better representation of the data. On the other hand, the
respondents will be asked multiple choice questions mainly as descriptive responses will be
difficult to collect because of the large number of respondents.
4.0 Conclusion
On a concluding note it can be stated that Giordano has experienced a saturated condition
in the international market and hence it decided to increase its brand awareness. This in turn will
assist the organization in attracting the attention of a large base of potential customers. It has also
been observed that a few variables are also affecting the level of brand awareness. These
variables are customer loyalty, customer satisfaction and brand identification through effective
marketing communication the organization may become able to enhance these factors as well
which as a result would yield to better brand awareness.

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Reference List
Biraghi, S., Gambetti, R.C. and Graffigna, G., 2015. An ecological definition of ambient
communication: A discursive conceptualization. Journal of Marketing Communications, 21(1),
pp.5-19.
Cuomo, M.T., Tortora, D., Festa, G., Giordano, A. and Metallo, G., 2016. Exploring consumer
insights in wine marketing: An ethnographic research on# Winelovers. Psychology &
Marketing, 33(12), pp.1082-1090.
Dogu, E., Gurbuz, T. and Albayrak, Y.E., 2017. Construction of Intuitionistic Fuzzy Cognitive
Maps for Target Marketing Strategy Decisions. In Advances in Fuzzy Logic and Technology
2017 (pp. 620-630). Springer, Cham.
Giordano, S., 2015. Fostering a collaborative culture through effective business practice at
NAIT.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.

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Mau, L.W. and Giordano-Adams, A., 2016. Social Media and Dance/Movement Therapy:
Reciprocity, Collaboration, and Relationship. American Journal of Dance Therapy, 38(2),
pp.378-406.
Tasci, A.D. and Guillet, B.D., 2016. Hospitality cobranding: An experimental investigation of
enhancement and erosion in consumer-based brand equity. International Journal of Hospitality
& Tourism Administration, 17(4), pp.397-428.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
TIMES, P. D. O. R., & NEUROPHYSIOLOGY, O. (2016). INTERMITTENT BEHAVIOR
INDUCED BY ASYNCHRONOUS INTERACTIONS IN A CONTINUOUS DOUBLE
AUCTION MODEL pp. 1-21 Downloads Kazuto Sasai, Yukio-Pegio Gunji and Tetsuo
Kinoshita MEASURING BRAND AWARENESS IN A RANDOM UTILITY MODEL pp. 1-11
Downloads Pierfrancesco Dotta, Marco Tolotti and Jorge Yepez LEARNING TO
INCENTIVIZE IN DIFFERENT MODES OF COORDINATION pp. 1-29 Downloads
Friederike Wall. RELATION, 19(06n07).
Zhang, K., 2015. Breaking free of a stereotype: Should a domestic brand pretend to be a foreign
one?. Marketing Science, 34(4), pp.539-554.

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Appendix-1
1. Demographic Information
a) What is your name?
b) Gender- Male/ Female
c) Which age group do you belong to?
i) 18-35, ii) 36-55, iii) 56- 65, iv) 66 and above
d) Nationality-
2. Feedback
a) How far do you agree that brand awareness can be increased in the international market
through social media?
i: Strongly Agree
ii. Agree
iii. Neutral
iv. Disagree
v. Strongly Disagree
b) How far do you believe that brand awareness affects the purchase decision of the consumers?
i: Strongly Agree
ii. Agree

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iii. Neutral
iv. Disagree
v. Strongly Disagree
c) How far do you believe that Giordano has sufficient brand awareness in the international
market?
i. Strongly Agree
ii. Agree
iii. Neutral
iv. Disagree
v. Strongly Disagree
d) Will enhancing brand awareness in the foreign market help the organization in improving
business?
i. Yes
ii. N o
e) How many times you have liked the brand over the internet?
f) How many times in a year you purchase luxury products like Gordano?