As branding has become one of the essential components of marketing strategies aimed at promoting the financial success of the company, more and more theories about the methods of effective branding evolve. Innovations are considered one of the tools that can be used to sustain brands.
The following paper presents the proposal of dissertation investigating the specifics of the introduction of new changes and its effects on company’s development and revenues.
Topic Proposal
The topic proposed for the dissertation is the impact of innovation on the sustainability of the brand. As more and more marketing strategies continue to develop and be used by companies, the need for careful analysis of such strategies becomes evident.
The exploration of the mentioned topic can contribute to the generalised knowledge about efficient marketing and help to identify whether a continuous introduction of innovations can benefit the organisation and improve brand image.
Aims and Objectives
The primary aim of completing the dissertation on the discussed topic is studying the relation between brand sustainability and provision of appropriate innovations.
The objectives of the paper include analysing the relevant academic literature exploring the issue, summarising the results of valid studies investigating the topic, identifying the gaps in the literature, and making appropriate conclusions relevant to the theme of the paper.
All of these steps are supposed to help the author to reveal how the chosen topic is reflected in the experience of companies and valid theoretical concepts and how this knowledge can be used in the future.
Literature Review
A considerable number of academic sources explore the topic chosen for the dissertation. The review of relevant literature helps to identify the current theoretical framework of the issues and investigate the findings of the studies revealing its nature and specifics.
Many study books in marketing present valid information about the role of innovations in sustaining the brand. Such literary sources mostly rely on theoretical knowledge about brand nature while also provide relevant facts reflecting the experience of the companies. Study books give a clear understanding of what are the main goals of introducing innovations and explain how the company can benefit from it and which results can be achieved.
The number of scholarly articles discusses the theoretical framework of the issue. Brexendorf, Bayus, and Keller (2015) provided a conceptual framework to “help structure the interrelationship” between brand and innovations management (p. 548).
The article presents and analysis of how these two notions relate to each other and discusses different stages of introduction of new products and features of the company. The authors also identify the gaps in the knowledge about the issue and suggest future research direction.
Franzak and Pitta (2011) discussed the specifics of service dominant and solution dominant brand innovation and presented valid conclusions reflecting the assumption that the implementation of the latter mentioned concept is the key to enhancing brand sustainability. The authors argue that solution-focused logic may help to improve marketing strategies and make the process of setting new products effective and customer-driven.
Other sources of relevant information about the topics are the articles written based on the relevant studies conducted to present the findings that reflect real experience of companies trying to support their brands with the introduction of new elements, methods, and strategies. Various researchers discuss different aspects of the topic and help to construct a comprehensive understanding of the theme.
Beverland, Napoli, and Farrelly (2009) studied whether all brands can innovate in the same way and came to the conclusion that differently positioned brands need to choose the strategy providing the success of new products that corresponds to the specifics of the brand image.
Besides, the study revealed that companies should consider brand perception as the most significant factor showing the direction of possible changes, brand extensions, in particularly.
Chien (2013) conducted s study shedding the light on the way the company innovations impact customer value. The author used a questionnaire-based survey and revealed the positive relation between the mentioned phenomena. The study contributes to the understanding of the importance of the constant search for new decisions able to boost the organisation’s sustainability.
Chimhundu, Hamlin, and McNeill (2010) investigated the impact of manufacturer brand innovation on the welfare of retailer brands and presented valid information about the most appropriate methods of guiding the process of releasing new products in such way that it benefits both manufacturers and retailers.
Sinapuelas, Wang, and Bohlmann (2015) explained the specifics of the interaction between new changes, brand, and marketing mix variables in line extensions and presented valid conclusions reflecting the assumption that “parent-brand strength” can be considered one of the main factors ensuring the successful implementation of alterations related to the expansion of the brand (p. 558).
The analysis of academic sources presenting valid information about the discussed topic reveals that many aspects of the process of making new changes and its effects on brand have been discussed by the scholars.
Scope and Constraints
The scope of the dissertation includes gathering of relevant information about the process of introduction of innovations and its impact on brand’s sustainability, the steps able to minimize the risk of fail, the current methods used by companies, and the theoretical approaches to the explored issue in available books and articles from scholarly peer-reviewed journals and presenting the deep and detailed analysis of the findings.
The main constraints are based on the specifics of the issue and its discussion in the literature, as some gaps can be identified in the generalised knowledge about the issue. While many sources investigate it, only a few of them present relevant information about the long-term experience of companies using innovations to support their brands and provide the valuable comparison of their strategies.
The discussed dissertation is supposed to enable the author to answer some of the vital questions about branding based on the analysis of relevant literary resources. The author is willing to complete the dissertation, as the review of the literature discussing the topic has revealed its importance in everyday decisions made by specialists working in the field of marketing.
Reference List
Beverland, M, Napoli, J & Farrelly, F 2010, ‘Can all brands innovate in the same way? A typology of brand position and innovation effort’, Journal of Product Innovation Management, vol. 27, pp. 33-48.
Brexendorf, T, Bayus, B & Keller, K 2015, ‘Understanding the interplay between brand and innovation management: findings and future research directions’, Journal of the Academy of Marketing Science, vol. 43, pp. 548-557.
Chien, Y 2013, ‘The influences of brand innovation on customer value: Using double-distal mediators of brand perception and brand equity’, Journal of Global Business Management, vol. 9, no. 2, pp. 53-70.
Chimhundu, R, Hamlin, R & McNeill, L 2010, ‘Impact of manufacturer brand innovation on retailer brands’, International Journal of Business and Management, vol. 5, no. 9, pp. 10-18.
Franzak, F & Pitta, D 2011, ‘Moving from service dominant to solution dominant brand innovation’, The Journal of Product and Brand Management, vol. 20, no. 5, pp. 394-401.
Sinapuelas, C, Wang, H & Bohlmann, J 2015, ‘The interplay of innovation, brand, and marketing mix variables in line extensions’, Journal of the Academy of Marketing Science, vol. 43, pp. 558-573.