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commercial outlet. In addition, the research study will seek to explore how branding can be made
efficient in advancing sales within the market segment.
Essentially, this work will offer an insight into the dynamics of branding and establish
how exactly branding influences the choice of product to purchase by the consumers. The work
will also offer a consummate analysis of the variants of branding and how these variants
specifically play to the psychological and behavioral construct of the consumers to influence the
choice of products to purchase. Of most significant to this research work, will the proposition of
relevant branding models to advance the mobility of products within any establishment.
Why is it an issue?
An integrated marketing approach is essential in ensuring that the products of a company
are in constant move (Foxall, 2007). While these marketing approaches are critical in enhancing
the product visibility, most market experts posit that the efficiency of these modalities of
marketing are intertwined with proper understanding of the market structure (Hamiln, & Wilson,
n.d). The main issue that this research work will outline will be based on the need to vary the
branding techniques within the market locus and to be able to achieve the optimal product sales.
Why is it an issue now?
The emerging trends in technology have influenced the concept of branding (Hestad,
2013). This therefore necessitates a deeper study of the subject to come up with a proper
template of incorporating these emerging technological precepts in branding (Zenker, & Martin,
n.d). In addition, the ever increasing costs of business advertisement obligate most businesses to
seek for more strategies of using branding to advance the growth of business (Jobber, 2010).
What could this research shed light on?
This discourse will outline the need to understand the dynamics of the market segment
and vary it with the relevant branding strategies to advance growth. The discourse will also
explore the correlation between branding and purchase and use the results to postulate the
methodologies applicable in branding to advance sales
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References
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Bass, F. (n.d.). The Future of Research in Marketing: Marketing Science. Journal of Marketing
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Chernatony, L., & Riley, F. (n.d.). Experts' Views About Defining Services Brands and the
Principles of Services Branding. Journal of Business Research, 181-192.
Dalgic, T. (1998). Niche Marketing Principles. Journal of Segmentation in Marketing, 5-18.
Foxall, G. (2007). The behavioral economics of brand choice. Basingstoke: Palgrave Macmillan.
Hamiln, R., & Wilson, T. (n.d.). The Impact of Cause Branding on Consumer Reactions to
Products: Does Product/Cause 'Fit' Really Matter? Journal of Marketing Management,
663-681.
Hestad, M. (2013). Branding and Product Design an Integrated Perspective. Farnham: Ashgate
Publishing.
Jobber, D. (2010). Principles and practice of marketing (6th ed.). London: McGraw-Hill.
Kavaratzis, M. (2005). Place Branding: A Review of Trends and Conceptual Models. The
Marketing Review, 329-342.
Kitson, H. (1924). Principles of Advertising. Science, 362-363.
Knox, S. (n.d.). Positioning and branding your organisation. Journal of Product & Brand
Management, 105-115.
Martinez, P. (2012). The consumer mind brand perception and the implication for marketers.
London: Kogan Page.
Mathieson, R. (2005). Branding unbound the future of advertising, sales, and the brand
experience in the wireless age. New York: AMACOM.