RESEARCH PROPOSAL

Research Proposal: Does Discount Create a Negative Impact on Brand Image?

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Table of Contents

Introduction To Research3

Reviewing The Field5

Research Ethics6

Measurement & Data Collection Strategies9

Data Analysis, Interpretation & Evaluation12

Does discount create a negative impact on the brand image?

Introduction To Research

The purpose of this paper is to discuss different brand that successfully entered into an emerging market and were able to grasp a sustainable market share (Guzmán & Paswan, 2009). The brands discussed in this paper correspond to different countries as long as their origin in concerned; but, as the time passed these brand broke the national boundaries and successfully grasped the potential target markets that were emerging.

Globalization and pace of technological change has made the competition intense. Nowadays in order to survive in the market brands have to formulate an effective action plan in order to survive the competition (Balabanis & Diamantopoulos, 2011). While entering into an emerging market there are a lot of things that should be kept in mind. The first and foremost thing to cater is the existing brands that are already present in the market occupying huge market share and enjoying sustainable brand loyalty of customer. It is difficult to grasp the untapped market but it is even more difficult if the untapped market is already occupied by a market giant (Maehle & Supphellen, 2011). Therefore, effective strategies should be formulated in order to attract the customers by luring their brand loyalty. This requires in-depth market survey and analysis.

This paper critically discusses and exemplifies different brands that have been the market leaders and trend setters in the emerging markets. The brands discusses in this paper are originated from different countries and pertain to different cultural paradigms (Pina, Iversen & Martinez, 2010). Positioning a brand has always been one of the main obsessions of most companies, but when that happens to become think winning strategies, i.e. those who enjoy guarantees of success over the medium becomes a true chimera. Today it has become really tough for the marketers to create a brand identity that is sustainable and able to grasp a significant market share (Saaksjarvia & Samiee, 2011). In the end it can be concluded that brands should be carefully positioned as it is crucial for their success in the emerging market; there are several brands that initially faced a lot of problems while entering into the market; but, ultimately succeeded due to the never ending effort of the marketers and the effective positioning strategies implied.

It appears that the brands are gradually losing their power of attraction. Some even say that brands are dying (Carrillat, Harris & Lafferty, 2010). They are based on the fact that people buy more products "unbranded" and explain in particular the awareness of consumers that the products are almost identical in terms of quality, challenging the price difference. But do they exist at present unbranded products? If so, how many people do they buy? The products are presented as having no marks are not! They may not be a product brand but ...