The impact of UK companies branding strategies into their business performances during the recession and post-recession time

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

Introduction1

Theoretical framework2

Problem statement2

Significance of the study3

Aims and objective of the study3

Structure of the dissertation4

Chapter 2: Literature Review4

Chapter 3: Methodology4

Chapter 4: Finding and Analysis4

Chapter 5: Conclusion5

CHAPTER 2: LITERATURE REVIEW6

Growing the core7

Boosting the differentiation7

Fuelling the fan club8

Branding during recession8

CHAPTER3: METHODOLOGY10

Introduction10

Research strategy10

Research problem11

Research design12

Data collection12

Confidentiality13

Validity13

Reliability14

Bias14

CHAPTER 4: ANALYSIS16

H.Samuel Jeweller16

The Jewellery Channel Shop16

Hotel Chocolat17

Book depository17

Burgopak17

Medicare First18

CHAPTER 5: CONCLUSION19

Recommendations21

Marketing Priorities and Challenges21

Reaching Customers21

REFERENCES24

CHAPTER 1: INTRODUCTION

Introduction

The thesis is about the impact of UK companies branding strategies into their business performances during the recession and post-recession time. As per Kotler, Wond, Saunders and Armstrong (2005), these days' quality products, tailoring of pricing strategies are required as per the modern marketing strategies. It also requires the availability of the product to the right customer. The basis of marketing communication is similar to the communication that is being done among humans. According to the Healey (2008) the basic components of branding is similar to storytelling. The basic aim considered in this is that “who they are” and “what they stand for” (Penne, 2009, pp 321).

There are many good leaders of business who have presented their ideas to the customers, investors and staff. This is mainly due to the stories that have a message that is personal and it should focus the listener as well. The confirmation regarding the perfect direction of the company can be ensured via storytelling. It will help to know that if company is going in the right direction and working for the same goal. It shows that similar values are perceived and same is conveyed to the customer as well (Matsusaka, 2005, pp 296).

As per the Hancock (2009) suggestion that during the recent few years many of the companies have started different perception regarding methods and the branding messages. Most of the focus is given towards the luxury items and brand power is used as competitive strategy and for attracting the customer so that they purchase their product. It was also noted by Hancock that branding mainly deals with the creation of identity, generation of identity, creating history and developing story so that it can catch the attention of the customer. It also helps the product to be more appealing and valuable for customers (Lovell, 2009, pp 8).

Theoretical framework

The current recession in the UK has hit businesses and individuals hard. Figures given by the media paint a bleak picture. The UK Government reports that we are "on the way up" do not appear to be dispelling fears as rapidly as they might hope. The marketing industry has weathered all manner of problems over the last few years and, as with any other industry, there have been those companies, which have survived, and those which have not. During the past recessionary periods, budgets for advertising and other marketing strategies have been cut, whilst market research generally has come out unscathed. This time, it appears that market research has also been affected (Kotlikoff, 2009, pp ...