Experimental Investigation of Enhancement †MyAssignmenthelp.com

Question: Discuss about the Experimental Investigation of Enhancement. Answer: Introduction: 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 Sarigll (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 u sed to sell only mens 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. The basic aim of the research management is to determine the most effective and efficient methods through which Giordano can increase its brand awareness in the foreign market. 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 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 management How brand awareness can be increased? 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 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 fro m 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. 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. 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. 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). Factors Affecting Brand Awareness There are a few factors that can affect the level of brand awareness both positively and negatively. 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 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). 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. 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 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 (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. 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. 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. 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