Question

Topic: Branding

Effects Of Branding To Purchase Of Products

Posted by Anonymous on 4/13/2006 at 9:23 AM ET 100 Points
I want to do doa research on branding but im not sure which issue to tackle really as there is a lot of work already done.My supervisor wants me to narrow down the topic and as such im totally in a fix.Can any one suggest me what should i try to investigate in my research.Secondly the topic should not pose any problem for the primary research as well.
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RESPONSES

  • Posted by wnelson on 4/13/2006 at 9:43 AM Member
    Can you help with the TLA (Three letter acronym)? DOA - Department of Agriculture? Dead on arrival? Denmark Orthopedic Association? Diet of algae? Democratic Oral Articulation? Dynamic Opera Auditoriums? Demographic Organic Advertising?

    Wayde
  • Posted on 4/13/2006 at 12:05 PM Member
    Hi,
    I think you should try to measure your brand image as percieved by your target market. First measure on a spontanious level then in the same questionnaire add your own statements. Those image statements should reflect your desired brand positioning as well as your competitors. Ask respondants to rate each statement on agreement scale from 1 to 5.
    For example if you are working in telecom - an image statement could be - X is the leader in advanced technology...and so on.
    *D*
  • Posted on 4/14/2006 at 5:50 AM Member
    hi rocky

    Since you have not specified anything in particular (you want to do a research on branding .... that's it) .... i would suggest -

    - now a days the (indian) share market is on boom many companies plan to float their IPOs (Initial Public Offering),

    what most companies go for is ... just before the IPO they advertise a lot (remember TIPS - a music company, never advertised before but before IPO it painted the town red) ... try to create a brand image in minds of common men , because - COMPANIES THINK THAT BRANDING IS VERY IMPORTANT FOR THE SUCCESS OF THEIR IPOs, SO THEY SPEND MONEY LIKE ANYTHING ON THIS EXERCISE.

    in my opinion, you can research on - "what is the impact of branding of a company, on the subscription of (new) its IPOs"

    this will cover 2 things -

    - what is important for the success of IPO - branding or performance

    - is it right to build brands through advertising and collect millions from the public (without focusing on performance) - an ethical issue


    - the reason why this research is very important is - that - may be because of the brand name, companies are able to take millions and billions from the public, who generally, is unaware of their financials, functions and performance of the company.

    for this research, you will have to study IPOs that took place recently, then compare the subscripton of "branded IPOs" with "non-branded IPOs".

    also, primary research will be very important because only people who have applied for shares in IPO can tell how they were affected by branding

    if you can establish any corelation between the two, it might be a good insight for the companies bringing new IPOs


    hope this gives you a direction!!!

    all the best

    anurag
  • Posted on 4/14/2006 at 2:05 PM Accepted
    As u mentioned u want to do a research on branding ...

    Let me first generally tell you the process:
    1. Do the secondary research ... i.e. googling for a topic u want
    2. Do Focused group discussion - to find the attributes which will increase the brand image
    3. Do Quantitive and Qualitative Reasearch
    4. Validate the Reasearch
    5. Design Branding Strategy/ Key Insights

    Take a FMCG product category ... take Branded Noodles Category. The questionnaire is avaible on https://www.questionpro.com/akira/TakeSurvey?id=306641. Now prepare this type of questionnaire to get insights in form of attributes which should be focused in marketing campaigns to increase brand image. As in this case - the different attributes were - Price, Taste, Package, Health, Convinience etc.

    Then you have to follow this process..
    A) you have to a take a product category first
    B) analyze the different brands in the category
    C) look out for attributes missed by other brands which u can make ur USP or Point of Difference
    D) Launch campaigns to increase brand image

    The other perspective can be that .. u assume that u have executed your branding exercise and then you can look for measuring the brand.

    Remember one thing that there are three steps:
    1. Building brands
    2. Measuring brands
    3. Maintaining brands

    You can focus on any of this ....

    You can ask me anything specific .. if you feel like
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