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Brand design can be construed as the identity of a company that also facilitates towards differentiating the products and services offered by the company from competing brands. Nike is considered as one of the most recognisable brands around the globe and the company deals with the manufacture and marketing of sports apparel, footwear and equipment. The company was founded in 1964 by Phil Knight and continues to dominate sports apparel and sports footwear markets globally. The current study focuses towards evaluating the brand design strategies adopted by Nike, UK and the corresponding effect of such brand design upon the customer purchasing behaviour. In the current study, the emphasis has been towards exploring the different set of academic literature pertaining to branding and brand design and synthesise insights gathered from such literature with the observations regarding the brand design of Nike, UK.
Brand design can be considered to be a key factor that facilitates in contributing towards the revenue generating capabilities pertaining to the brand. Branding of a product tends to instrumental towards differentiating the product from other brands competing in the similar market segments. However, available researches upon branding and brand design failed to evaluate the correlation between brand design and consumer buying behaviour. Thereby, the current study delves towards initiating the researches upon the impact of the brand design of Nike upon the buying behaviour of its consumers.
Chapter 1: Introduction
This chapter provides the background of the research along with establishing the problem statement of the current study. The chapter provides an overview of the key topic that is to be researched in the current study.
Chapter 2: Research objectives and questions
The researcher has focused upon deriving the research objectives and has framed the research questions relying upon the issues that have been identified.
Chapter 3: Literature review
In this chapter, the researcher delves into exploring the available researches pertaining to branding and brand design.
Chapter 4: Research methodology
In this chapter, the researcher delves towards providing an overview of a different set of research methods that facilitates towards generating the research outcomes.
Chapter 5: Analysis and probably research outcome
In this chapter, the researcher evaluates the possible outcome of the research upon the effects of brand design on consumer buying behaviour.
Chapter 6: Conclusion
The conclusion entails an overview of the research work that has been initiated upon the brand design of Nike, UK and its repercussions upon the buying behaviour of consumers.
The research objectives relating to the current research has been summarised:
The research questions are based upon the research objective and are stated as follows:
In this chapter, the assimilation of different sets of academic researches relating to the product design and buying behaviour has been enumerated. The different set of models and concepts pertaining to branding, brand design, consumer buying behaviour has been discussed.
Aday and Yener (2014) stated that brand design is a relevant determinant of brand equity and tend to influence the perception of prospective consumers regarding a brand. Choi and Ahluwalia (2013) mentioned that the primary objective of branding is towards generating perception regarding the product or services offered by such brands. In terms of marketers, branding is construed as a relevant tool towards ensuring enhancement in the market share of the brand. Moreover, Choi and Ahluwalia (2013) advocated that branding of a service and products results towards creating a perception upon the consumers that facilitates the differentiation of such products and services. In terms of branding, it can be ascertained that management of brand image is relevant to keep the branding intact. Ahmad and Thyagaraj (2015) mentioned in the context of branding that it is a psychological phenomenon whereby the influence upon the psyche of the prospective consumers results towards creating and maintaining the perception regarding such brands. Consumer perception regarding particular brand results towards facilitating differentiation of such products amongst its competitors. Aday and Yener (2014) stated that branding influences the attitude of consumers regarding the products and services that are promoted through the brand. Prior to the creation of the brand image, it is relevant to note the brand knowledge has to be created so that the consumers are able to respond to the branding campaigns in a positive manner. Alkilani et al (2013) mentioned that brand extension can be less intensive for a brand in circumstances where the consumers tend to have brand knowledge. It is inferred that branding tends to affect the revenue generating capabilities of the brand in a positive manner. Further, Chao et al. (2015) mentioned that the more effective the branding strategy pertaining to a product or service is, the more confidence the prospective consumers shall be putting upon the brand.
Juntunen et al. (2011) stated that brand design encapsulates the creation and communication of brand image, brand ethos along with the tone relating to the product or services. In addition, Lee et al, (2011) mentioned that the brand design shall have to be initiated in a manner that maintains the consistency with the brand image. Moreover, Ju-Pak (2013) mentioned that brand design tends to be deeply intertwined with the customer loyalty resulting towards the fact that brand performance pertaining to the brand and the customer perception regarding the brand are influenced by the brand design. Brand design tends to foster curiosity in the psyche of prospective consumers and assists towards the creation of a brand image that shall have to determine the degree of satisfaction that the consumers expect to derive out of the products. Juntunen et al. (2011) stated in the context of brand design that brand design shall result in facilitating perceived value creation by the marketer and effect towards enhancing the perception of the different set of values that are created by the product.
Chao et al. (2015) mentioned that the consumer loyalty and satisfaction are determined by the branding and brand design of the product. The sensitivity of customers regarding the brand tends to arise out of the alignment between the perception of consumers regarding a product or services and the actual satisfaction derived from such products. Aday and Yener (2014) stated that brand design tends to have relevant repercussions upon the perception of the consumers and the brand has to fulfil the expectation of the consumers through deriving utility. Thus, it can be construed that brand design can result towards the creation of expectation pertaining to the product or services and in case such product or services are not able to match such expectation, the brand design shall fail to capitalise over the branding of the product. Keller (2013) advocated that customer satisfaction and branding of a product are intertwined and tend to overlap in many circumstances. It can be construed that in order for the brand design to be successful, the products has to match the perception that is created in the minds of consumers through the product design. Keller (2013) identified that the branding of the products and the perceived value that are to be derived out of such product are the key determinant of the consumption pattern pertaining to such consumers. Brand image can be considered a key driving for in terms of attracting newer customers as well as retaining older customers of the product Ahmad and Thyagaraj (2015) advocated that the perception regarding a brand along with the different set of expectation that is carried by the consumer, in turn, is facilitated by the effectiveness of brand design. Moreover, brand design tends to have repercussions regarding the set of revenues that are to be generated through the products. Thereby, an effective brand design can result towards facilitating the brand image in terms of determining the different set of benefits that the targeted consumers intend to derive from the product.
The current research shall entail the usage of positivism research philosophy. Mackey and Gass (2015) mentioned that positivism philosophy tends to entail factors that are intended to explore factual knowledge along with facilitating the insights that are derived from observations. The findings that can be derived out of positivism approach tends to quantifiable along with being observable. Moreover, in the current study, a descriptive research study has been employed. This is due to the fact that descriptive research study shall facilitate towards exploring the understanding the different set of variables in an enhanced manner.
In the case of current study, the sampling pertaining to the researched topic shall comprise of consumers of Nike UK. In the case of current simple random sampling method is to be utilised due to the fact that there are a large number of consumers pertaining to Nike in the UK and the sampling is to be initiated in a manner that results towards providing an insightful context into the value creation and brand design by Nike UK. Taylor, Bogdan and DeVault (2015) mentioned that sampling tends to arise out of the fact that the insights that are to be derived from the correct form of sampling can result in determining the outcome of the research.
Flick (2015) mentioned that data collection process can be construed as key factors in terms of determining the research outcome. This is due to the reason that the research outcome tends to arise out of the fact whether the genuineness pertaining to the data has been facilitated in the data collection process. The data collection process pertaining to current research shall entail the creation of communication of the insights gain from the customers of Nike UK. In the case of current research, many consumers of Nike UK shall be approached online with questionnaires in order to facilitate data gathering processes.
The data analysis plan pertaining to the current research shall comprise of utilising a different set of statistical tools in order to facilitate the insights. The insights shall enable the researcher to conclude whether the brand design of Nike UK tends to influence the consumption behaviour of its customers or not.
The available literature on the branding and brand design showcases the fact that the consumption pattern pertaining to consumers along with the perception towards the brand is facilitated through the branding. Thereby, the probable research outcome pertaining to the current research shall showcase the fact that there is a deep connection between the buying behaviour of Nike UK's consumers and the brand image of Nike. Moreover, it shall also be observed that the perception of Nike as a brand shall arise resulting towards the enhancement of the value that is derived by the consumers through the usage of Nike UK's products.
It can consider from the above study that the current research focuses towards delving into the prospects regarding evaluating the interconnection between the brand design and the buying behaviour of consumers of Nike UK. The current study seeks to evaluate the fact that there tends to be a different set of insights regarding the creation of the perception of Nike by its prospective consumers. This is to be coupled with the fact the current study shall be able to draw a conclusion regarding the fact that whether branding has a direct effect upon influencing the degree of consumption along with affecting the perception of a different set of consumers regarding the products.
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