Critical Analysis of the Impact of Brand on Consumer - Case Study of Cineworld

TABLE OF CONTENTS

1.0CHAPTER 1 INTRODUCTION1

1.1 Study Background1

1.2 Rationale of the selected Topic2

1.2.1 Business Justification3

1.2.3 Personal Justification3

1.2.4 Academic Justification3

1.3 Justification of Research3

1.4 Research Problems4

1.5 Supporting Questions4

1.6 Significance of study4

1.7 Aims and Objective4

1.8 Objectives of the Study5

1.9 Organisational Profile Cineworld Group Plc.5

1.10 Structure of the Study:6

1.10.1 Introduction6

1.10.2 Review of Literature7

1.10.3 Research Methodology7

1. 10. 4 Results and Discussion7

1. 10. 5 Conclusion and Recommendations8

2.0 CHAPTER 2 LITERATURE REVIEW9

2.1 Introduction9

2.2 Brand11

2.3 The Five Stage Branding Pyramid13

2.3.1 Rational Attributes13

2.3.2 Emotional Benefits14

2.3.3 Brand Personality14

2.3.4 Positioning Statement14

2.3.5 Brand Essence14

2.4 Bottom of Pyramid Model15

2.5 Leo Burnett Brand Consultancy Model16

2.6 Brand Insistence Model17

2.6.1 Awareness18

2.6.2 Accessibility19

2.6.3 Value19

2.6.4 Relevant Differentiation20

2.6.5 Emotional Connection20

2.7 Service Branding Model21

2.8 Behavioural Branding22

2.9 Behavioural Branding Model23

2.10 Consumers25

2.11 Consumer Purchase Process28

2.12 Brands and the Consumers:29

2.13 Importance of the Brand Image:32

3.0 CHAPTER 3 METHODOLOGY34

3.1 Introduction34

3.2 Research Philosophy and Strategy34

3.3 Research Design37

3.4 Need of the Qualitative Research38

3.5 Data collection39

3.5.1 Interviewing39

3.5.2 Sample40

3.6 Research Design41

3.7 Study Limitations and Conclusion43

4.0 CHAPTER 444

4.1 General Overview44

4.2 Participation45

4.2.1 Rational Attributes50

4.2.2 Emotional Benefits51

4.2.3 Brand Personality52

4.2.4 Positioning Statement52

4.2.5 Brand Essence53

4.2.6 Awareness54

4.2.7 Accessibility55

4.2.8 Value55

4.2.9 Relevant Differentiation56

4.2.10 Emotional Connection57

4.2.11 Image of Brand58

5.0 CHAPTER 560

5.1 Conclusion60

5.2 Recommendations65

REFERENCES67

CHAPTER 1 INTRODUCTION

1.1 Study Background

In contemporary environment of business and trade the branding of a product or service has become an integral component of the business, marketing and the routine life. The customers often closely associate themselves with brands. In the current business and environment the companies are striving for the increase as well as the maintenance of the values of their brands. It has been observed that the brands now become the wealth generators for many companies. Brands show the pathway to the company to take the competitive advantage. Therefore it would not be wrong to say that the brand is become the symbol of product which not only identify the product but it distinguish the personality of individuals.

Brand has acquired the position of equity, which is known as brand equity. It is argued that brand is perception of consumers and organisation has to try for increase the worth of organisation by increasing brand equity. It is argued that brand is acquisition of competitive advantage; therefore organisation has to know how it can be made possible.

According to Kotler (2000) brand is the symbol which consists of name, design and term. Brand generally distinguishes the product from competitors. It is the promise given to the consumers. While according to Dibbs et al (1997) brand is tangible feature of product which assists the customer to choose their product. Brand has its own image and it represents the product. Brand image is interpretation of brand by experience and perception of number of people.

In the current work the researcher has decided to take the example of Cineworld, premiere cinema theatres of the UK. The cine world is a brand and the people have strong attraction towards the Cineworld because they put all their efforts to keep their customers satisfy by showing them the new movies. Again the same example could be employed to discuss the ...