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Organisational development assignment: Impact of Branding


Task: Write a report on organisational development assignment on the impact of branding in sales or organisational development in Australian companies


As discussed in the organisational development assignment, a brand refers to the name, design or feature of a commodity or service offered for sale by a seller, which differentiates it from the other sellers. According to Keller, (2017) branding is the process through which the companies and their commodities or services get a meaning. Once the brand name is build, it shapes and creates an impression in the minds of the consumers regarding the brand. The organisations need to focus on branding to create their significance in the market. To attain stability in business, they need to establish themselves as reliable and reputed brands. The customers usually trust and prefer associating with the well-known and big brands. In this research report on organisational development assignment, the impact that branding has on the sales as well as the organisational development of the companies in Australia have been evaluated. The companies whose branding strategies enabled them to develop a good brand image and brand value, have emerged as the top and most successful brands of the world. The research report on organisational development assignment has reviewed some literature which suggests that different companies are trying to develop unqiue innovative strategies for branding because impactful marketing campaigns are the key to organisational success. The organisational development assignmentclosely reflects on the positive and negative influence that branding has on various organisations and their operations. The report on organisational development assignment also suggests that when the organisations need to establish themselves in the market they resort to branding. The branding facilitates creating a feel and look for a brand with which people can esily recognise or identify the brand in the market.

Problem Statement for the topic explored in the organisational development assignment
The Australian companies are going through several ups and downs that require to be rectified on an urgent basis. In order to attract more customers, the companies are aiming to change their products thus shifting from their major offerings. It is imperative for any company to establish itself as a brand but without losing its originality. The adoption of right brand awareness is likely to help a company to regain its market share thus maintaining a proper impression among the customers.

Research aims and objectives
The research aim outlined in the context of organisational development assignment is to evaluate the impact that branding has on sales as well as organizational development. The research objectives based on the case scenario of organisational development assignmentare as follows:

  1. To recognize several aspects related to marketing as well as brand awareness that contributes towards organizational development
  2. To identify the impacts that rebranding has on sales of a particular company
  3. To evaluate the way brand awareness help a company todevelop a strong position in the Australian market
  4. To analyze the issues that exists while promoting brand awareness in Australian companies

Research questions
The research questions that will be addressed for this particular project on organisational development assignment are as follows:

  1. What change is likely to be initiated by brand awareness in the existing circumstance of Australian companies?
  2. To which extent is brand awareness likely to impact existing sales ratio as well as revenue of a company?
  3. Is it possible to solve the marketing issues of a company through brand awareness?
  4. What are branding strategies that are used to improve organizational development of a company?

Justification of the Research
The research on organisational development assignment does justification to the topic as it aims to recognize the impact related to brand awareness. The objectives would also be justified as it shows the way incorporating branding strategies is likely to improve organizational development. It shows that the more individuals are aware about a particular brand the more they would prefer to purchase goods from it.

Research outcome
The brands which want to sustain in the market in the long run need to have a competitive pricing strategy so that the products are affordable for most of the consumers. A very crucial part of the branding strategy is the customer service.

Chapter 2
Conceptual framework

According to Punjaisri& Wilson, (2017) it is stated herein organisational development assignment that the process of branding adds a meaning to the commodities or services or the companies, which produce and sell it. This branding will help to give an idea to the customers about the brand. Branding facilitates quick identification of brands by customers. The experience of associating with a brand is attached to its brand name. The customers choose a particular brand over other if the company invests in proper branding. When the branding has sufficient clarification about what the brand is all about, the customers get a clear impression of it. As stated by Okonkwo, (2016) effective branding makes an organisation more competitive over its rivals. The main aim of the organisations behind branding is attracting their potential customers and retaining the loyalty of the customers. They also aim at gaining the trust and loyalty of their other stakeholders through branding. As per the opinion ofAlden, Steenkamp&Batra, (2018) considered in the organisational development assignment the brands always promise or commit to their customers about the quality endowment, which is assured with the delivery of their commodities or services. This promise is conveyed through branding. When brands keep their promises they are considered as trusted and preferred brands.

Brand development strategies
The various tools that are implemented by the companies for their branding include the following points provided in the organisational development assignment:

Brand definition: The companies need to first, have a clear brand definition. According to Boon, Grant &Kietzmann, (2016) this brand definition will shape the impression, which consumers and other stakeholders will have about a brand. As stated by Campbell & Heinrich, (2016) the brand definition must accommodate the purpose of the brand, highlight the brand value and clearly outline the promise, which the brands make to the consumers and stakeholders.

Brand Positioning Statement: According to Woods, (2020) the brand position is done through the framing of a proper statement, which comprises brand identity, communication, and advertising, product design, packaging, partnerships and sponsoring, in-store experience, management style, workspace experience, pricing strategy, customer service, etc. Brand identity refers to the name of the brand, visual design of the products, tone of the brand message, etc. which create a unique identity. The designs of the products include the typographies, the design of the logo, the colour palette, etc. The organisational development assignment examines the words ofKostelijk&Alsem, (2020) that advertisements play an important role in branding. The ads are used for promoting a brand and they use various platforms like radio, TV, newspaper, magazines, social media, outdoor ads, mobile apps, websites, etc. The advertisements help the customers to remember and stay more informed about a brand. The product, its uniqueness, its quality, its innovation, etc. all impact the branding of the product. The packaging of a product is also very significant for its branding. As per Alden &Nariswari, (2017) the write logo on the packs, the suitable colour and relevant information to be printed on the packs must be considered while branding for a product. When a product is kept in some store, the in-store experience of the customers must be good so that they wish to purchase the product repeatedly. The brands, which are reputed and trusted, get sponsorships easily than the less known brands. The stakeholders want to be partners to the popular brands as they expect good market reputation and higher revenue from them. The workplace experience, which the employees have influence the branding. The management style adopted by a company is also a part of the branding strategy. As stated by Kotsi& Pike, (2020) the customers ultimately shape the brand image in their minds out of the experience they have with the brand. Therefore, it is discussed in the organisational development assignment that the companies need to plan their customer service strategies carefully.

Impact of branding on organisational development
The companies with the help of certain tools formulate their branding strategies. However, the ultimate branding is highly dependent on the consumers. As per Aichner, Forza&Trentin, (2017) the decision of the consumers regarding their purchases depends on the idea, which a brand gives them. The brands provide a short cut to the consumers regarding their consumption choices. As opined by Husnain&Akhtar, (2016) when a consumer feels indecisive about whether to choose one brand over another, the brand, which has a better brand image, or stronger branding is finally chosen. Different companies might offer the same productfor sale. However, the sales and profitability of one company is greater than the others are. This is solely dependent on their organisational branding.

According to Biswas&Suar, (2016) it is noted herein organisational development assignment that the stakeholders other than the consumers like the employees, the shareholders and the third parties associated with a company are impacted by branding. The branding not only influences the purchase decisions but also the reputation of a company. The investors and shareholders want to invest in a company, which has a good market reputation. This asset can be created through strong branding. As stated by Gözükara&Hatipo?lu, (2016) the employees also want to work and retain their jobs in companies, which have a good brand image in the market. The employees lose their interest to work for a company where they find least connection with the brand.

Impact of Branding on Sales
The concept of branding outlined in this section of organisational development assignment can be used as an effective means for increasing the sales of a company. Through branding a commodity or service attain a unique identity, a distinctive market position and a distinguished name in the market. According to Salleh, Sulaiman, Haque& Othman, (2017) when branding helps the company in establishing an emotional, visual and cultural connection with the customers, their sales increase, as customers prefer purchasing this brand to others. When a brand is able to satisfy the customers by meeting their requirements, they can ensure rise in their sales. As stated by Yeboah, (2016) branding is not a natural process, which just happens. The companies need to plan their branding strategically to attract the customers, retain the customer loyalty and maintain their brand image. This helps them to earn more revenue from increased sales. The branding strategies support the company to develop. The dedication and hard work of the company and their intentional efforts help in systematic and strategic branding. It is evident herein organisational development assignment that the branding helps in creating a good communication with the stakeholders. The brand conveys its message to the prospective consumers. The customers who associate with a brand consume more of its commodities. Thus, branding can be used for the purpose of enhancing the financial performance of the company and expanding the sales of the company. As opined by Ashraf, Naeem&Shahzadi, (2017) the brands, which are able to provide excellent consumer experience, can expect an upward rising graph for sales. The branding of the companies need to persuade their customers to increase their purchases which will eventually raise the company’s sales and market share.

According to McLeod, (2017), it is discussed in this section of organisational development assignment that organisational development refers to the efficient changes in the organisation that bring success and improves the overall performance of the company. The organisational development is an umbrella term that includes the organisational structure, organisational culture, etc., which impact the activities of the organisations, influences the behaviour across the work force and provides motivation. As opined by Gray & Jones, (2016) organisational development is crucial for longevity and growth of the organisations. The effectiveness of the complete organisational process is assured through organisational development. This can be done through behaviour management of the work force.

Impact of Branding on Organisational Development
Branding has an effect on the organisational development and organisational performance. The attitude and behaviour of the work force is impacted by branding which is a significant part of the organisational development. As per Chidiac, (2018) the workers work efficiently when they can connect with the brands with which they work. Thus, a reputed and trusted brand will generate positive work force. Branding will help in conveying the purpose and commitment of the organisation to its customers and employees. This will enhance the organisational development. As opined by Maurya&Agarwal, (2018) the branding development and organisational development of the company are related inextricably. As per the readings used in this organisational development assignment, the organisation has to carry its brand message along so that they can develop and sustain in the market. The brand is the face value of the organisation. Therefore, organisational development depends to great extent on the branding comprising brand name, brand image and brand value.As stated by Maheshwari, Gunesh, Lodorfos&Konstantopoulou, (2017) branding helps in attracting better talent and enriching human resources of the organisation who can bring about better organisational development. An organisation can attract employees as well as retain them in the organization through effective branding. The branding strategies used in the organisational development assignment are integrated with the human resource management strategies for bringing about an overall organisational development.

Positive Impacts of Branding
There are several positive impacts of branding. According to Knott, Fyall&Jone,s (2016) it is clear on this organisational development assignment that the companies, which do good branding, are able to increase the value of their commodities or services. The sales and profitability of a company is dependent on its branding. The branding strategy can make or break a company. Branding helps in increasing the awareness about a brand among the customers. The consumers purchase more when they know more of a brand. As opined by Tumasjan, Kunze, Bruch &Welpe, (2020) in regards to the theme of organisational development assignment that there are certain brands, which consistently appear before the consumers when the shop at the market. These brands are often more likely to be chosen for purchase by the consumers over the commodities of the inconsistent brands. The idea of purchasing a particular brand will be in the minds of the consumers when the branding facilitates reinforcing the brand image. This will help in gaining the customer loyalty. As per Ton, (2017) the customers associate and maintain their consistent association with the brands that they consider as trustworthy. Effective branding strategies can enable attaining this customer’s trust.

What are the negative impacts of branding mentioned in the organisational development assignment?
According to Dick, (2019) the negative impact of branding is that it aggravates the intensity and pace of competition among the business rival firms that operate in the market. Each brand strives to bear the flagship in the market. In case something negative occurs like supply of inferior quality or improper packaging, etc. that affects the brand name, it gets attached almost forever with the brand image and reputation. Branding stays in the minds of the consumers and so both positive and negative impacts of a brand leave an impression. Brands have a particular brand identity in the market. As stated by Gammeltoft-Hansen, (2017) this brand identity is strongly registered in the minds of the customers. The customers relate with a brand through a specific commodities (or types) or services. Now when the brand tries to diversify its business and sell some different commodities or services, it finds it difficult to convince the customers for purchasing their newly introduced commodities or services. As per Koschate?Fischer, Hoyer &Wolframm, (2019) changing the brand identity and purpose is difficult once branding establishes a particular form of brand identity.

Research hypothesis for organisational development assignment
Null hypothesis (H0): Branding strategies does not to improve organizational development of a company Alternative hypothesis (H1): Branding strategies helps to improve organizational development of a company

Chapter 3
Research methodology
Research methodology is defined as a particular procedure that helps to recognize as well as examine information related to the topic of interest. The section of organisational development assignment is performed as it makes it easier for readers to go through the overall validity as well as reliability that are related to the study.

Data collection The data collection method that will be used by the researcher in order to develop this organisational development assignmentwill be secondary data collection. With the help of the secondary data collection the researcher will gather information about the extent to which branding influences organizational development. The data will be collected from published sources that rely majorly on publishing company. The data on branding impact will also be gathered through journals that are updated on regular basis (Mackey&Gass, 2015). The researcher will also gather information through authentic websites such as government sources. The websites will provide information on diverse Australian companies that have witnessed organisational development through branding. The government sources are regarded as the most genuine medium of secondary data collection. The information will be mostly collected through census data that will be useful for marketing research on organisational development assignment.

Research approach
The research approach that will be used to gather information about the topic will be deductive approach that will be formed based on the hypothesis. This will provide the probability to describe the casual relationships that exists between variables as well as concepts. The concepts in this case will be measured through quantitative methods (Alase, 2017).

Research design
The research design used in the organisational development assignmentthat will be used to carry out the research will be quantitative research design. This will make it easier for the researcher to establish the relationship between dependent as well as independent variables. To comprehend the impact of branding on organizational development the research design will be descriptive in characteristics. This will involve a large sample size that will make it easier for the researcher to gather information easily (Kumar, 2019). In this case the researcher will use tools such as questionnaires to gather numerical data.

It is regarded as a statistical procedure that deals with prearranged number of observations. The methodology that will be sample from a larger population relies on the kind of analysis being carried out, but it might consist of simple random sampling or systematic sampling. The sample size will be larger in the research on organisational development assignmentwhere the population will receive an equal probability of being selected (Glesne, 2016). The researcher will entail using simple random sampling that will give an unbiased representation related to the total population.

Chapter 4
Organization of the study

Chapter 1: It will provide an overview on the research proposal that has been outlined in the organisational development assignment

Chapter 2: It will provide a conceptual framework on the impact of branding on organizational development

Chapter 3: It will include details on methodology – data collection methods, research design, and researchapproach as well as sampling methods

Chapter 4: It will illustrate about the findings as well as analysis of the proposed research on organisational development assignment

Chapter 5: The findings as well as discussion will be summarized that will describe the way branding influences organisational performances

Gantt chart

Task Name

Start Day

End Day

Duration (Days)

Project Proposal




Literature Review




Data Collection




Data Analysis




Final Report Submission




Gant Chart

Project budget and Budget justification
The budget for the intended research on organisational development assignment is approximately $10000 that will be completed by 22nd June.

  • The Literature review that will be undertaken will involve journals, government websites as well as census records that will cost around $2000.
  • The data collection method will involve quantitative methods in the form of questionnaire will cost around $4000
  • In order to initiate data analysis in the form of tables will cost around $4000



Literature Review


Data collection


Data analysis


Total budget


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