Brands gain the interest of the business and customers as well. The increase in consumption and spending rates attracts the researchers to investigate this issue in focus. Brands investigation is considered by managers within the marketing strategy, they aim to promote the company and influence the consumer buying decision. Also, it has an important role in creating a competitive advantage for organizations (Momani 2015).
Vodafone Group PLC operates across different world countries, including Australia. This report analyzes the brand dimensions impact on brand decision making at Vodafone Hutchison Australia (VHA). VHA has acquired three brands in Australia, it provides its services to about 94% of the Australian customers (Vodafail.com 2011). The following section discusses the literature review and the research methodology.
This research aims to address the relationship between the brand dimensions and brand decision making with an application on VHA. The Australian telecommunications market is competitive due to the encouraging environment, including information dissemination to customers and improvements to the sector (The Center for International Economics 2015). The objectives of the research are as follows:
The brand is considered in the literature to be a set of tangible and intangible elements, symbolized by the trademark and operated in an appropriate way to create value and influence customers. The brand value refers to the fulfillment of an experience from the marketing perspective, guarantee for future earnings from the managerial perspective and a component of the intellectual property from the legal perspective. The intangible assets account for 75% of the firm assets and they are mainly responsible for the brand image. The branding strategy is positively connected with the financial performance of the organization. It explains 25% of the variation of the organizational market value. The brand value is positively connected with brand recognition by customers. The decision taken by managers with regard to the brand strategy is considered an integral part of strategic marketing. Branding and strategic decision making are intrinsically linked. It is considered a strategic decision in essence to achieve key objectives. The environmental aspects should be considered for their effect on the brand awareness and value. If the strategy did not consider the external factors, it will be rigid in relation to brand standards (Todor 2014; Brand Finance plc 2010).
Managers tend to launch a marketing campaign to enhance the brand image that might not be useful. It is preferred that managers audit the brand and make new plans. The unknown brand is the case where marketing communications are required in addition to creating customer-based equity and considering the financial market reaction. The best branding strategy decision to be taken is to decide whether to pursue one or several brands. It means selecting the brand architecture. The management should choose between going for one big brand or many small brands (Siponen 2012). Marketing communications should provide a clear and timely information to enable the decisions to be made (Jerman & Zavrsnik 2012).
The brand image refers to the consumer’s perception of the products that reflect their experience with the product. The customer attitude towards the brand defines its uniqueness. The ability of the management within organizations to create a competitive advantage or a brand value gives a good impression to the customer and leads to long-term success in terms of the market share and sales revenues (Adzharuddin, Moses & Yusoff 2017).
The brand dimensions consist mainly of the brand value and the brand equity. The brand value is a measurement that is based on an index to represent the net present value of the stream of the future earnings of a brand. The management is required to maximize the long-term future earnings and short-term sub-optimization. The brand value can address the health of the market and the brand within the market. This ability is advantaged for creating a long-term focus for management (Wood 2000).
The brand equity refers to the brand tangible identity. It facilitates the product identification by the customers, including the logo, packaging, colors and sounds (Wijaya 2013).
The brand score is a measurement of the brand strategy effectiveness. The score is provided by the customer on several parameters. The consumer makes the ranking of the brand, according to the benefits they get, the continuity of the brand value, the actual pricing relevant to customer perception and customer service (Srivastava 2009).
Telecommunication management is an essential aspect of networks operations and services. It provides various functions, including operation and maintenance, provisioning, administrative performance and security. These functions are necessary to allow the customer to benefit from the services and ensure that the business runs smoothly (Laghari, Yahia & Crespi 2009). The telecommunication management network involves element management, service management, network management and business management (Boutaba & Xiao 2009).
Vodafone is among the leading recognized and valuable telecommunication brands worldwide. Its value that is worth US$22 billion1 helps in attracting and retaining customers. Vodafone owns a 50% stake of VHA. The company continues to solidly perform in a highly competitive environment. VHA aims to maintain a strong mobile market share that was gained from the customer trust in the brand, service quality and its global footprint. The brand strategy is aligned with the company strategy of increasing fixed enterprise services market share. The company focuses on the small and medium-sized companies, large and multinational corporations and the carrier services. The management depends on the agile strategy of operations to be able to provide the customers with differentiated experiences by phone, online and in the store. The agile and strong digital capability strategy is capable of maintaining the brand and reputation. The estimated useful life of an intangible asset for a brand ranges between 1 to 10 years (Vodafone Group Plc 2017).
VHA relies heavily on its joint 3G network that has been built with Optus. Optus continued to enhance the network through building more than 1400 new network sites across Australia. Vodafone aims to increase the capacity and coverage of its services. VHA could successfully migrate the customers of the three brands of Hutchison, Telstra and Vodafone under one brand name.
The VHS marketing management failed to satisfy the customer needs through the professional handling of their complaints in 2011. This mismanagement problem could has affected its brand value and equity in the Australian market. The customer needs should be put in the first place and transparent communication should take place to maintain the brand image. The environmental aspects have changed and the communications became faster and efficient that represent a risk to the brand name (Vodafail.com 2011).
VHA used the brand score as a measurement for its brand strategy, in 2017, the score revealed a strong brand health. The Net Promoter Score (NPS) among the mobile network operators measures the likelihood of customers to recommend VHA products and services to other customers. The measurement is mainly driven by the customers’ perception of the network performance, trustworthiness, reliability and ability to control their spending (Hutchison Telecommunications (Australia) LTD 2017). Another performance measure used by Vodafone is mixed between the financial and strategic measures. The financial measures, weight for 50%, including the revenues, profit and cash flows. The strategic measures also weight for 50% and consist of the customer appreciation KPIs, like brand consideration and the promoter score (Vodafone Group Plc 2017). By the end of 2017, the customer complaint ratio decreased by 44% compared to the industry average. VHA brand strategy involves engagement with the Australian community. It promotes its brand at the popular sports events, the sponsorship promotes the brand to new customers. The chief operating decision maker of the Consolidated Entity at VHA relies on the information gathered about the operating segments (Hutchison Telecommunications (Australia) LTD 2017).
The research design is important because it defines the research approach that could be used to achieve the research objectives (Rajasekar, Philominathan & Chinnathambi 2013). The philosophical paradigm to be adopted is the ontologism. This paradigm assumes that the reality exists and the researcher role is to find it. He is responsible for gathering data objectively to find out the concepts related to the phenomenon. The positivist research design will be used in examining the relationship between the brand dimensions and brand decision making with an application on VHA. The brand dimensions represent the independent variable and the brand decision making represent the dependent variable. The positivist design depends on primary data collection to be used in the hypotheses testing (Xian & Meng-Lewis 2018).
This research is descriptive, the researcher will investigate the truth about the existence of a relationship between the brand dimensions and brand decision making with an application on VHA. The construct validity will be conducted to deal with the research variables. The independent variables will be operationalized to be effectively managed. The content validity will be done in relation to the concepts within the dimensions. Also, the internal validity test will be conducted to ensure that the variables are empirically correlated (Thompson 2012).
Data collection will consider primary data, it will be gathered from the respondents via surveying their opinions on the phenomenon of the investigation. The positivist design depends on the evaluation of facts. There should be a distance between the researcher and the phenomenon that he investigates to ensure objectivity. The researcher is not allowed to involve his opinion.
The sample will consist of users of VHA telecommunications services across Australia. This research will consider the probability design by conducting the simple random sampling that provides objective estimations. The estimation of variability will be used in assessing the survey result degree of reliability. It is a sample of distinct units that are selected from the population without replacement. In each step, the unselected unit has an equal chance to be selected. The respondents will be asked to rate their experience with the VHA brand on a range of dimensions (Thompson 2012).
VHA customers continue to grow rapidly, the company network of customers include 5.81 million. There was a 7.9% increase in the wholesale customers, a 3.5% increase in the prepaid customers and 1% increase in the postpaid customers in 2017. The increase in the number of customers and their diversity represent a strong brand healthy. The sample should consider the different customer segments to make sure it represents the population of the research. Also, it allows for the generalizability of the results to the population (Vodafail.com 2011).
The survey method in research will be used to gather the numerical data. The brand dimensions involve the brand value and brand equity. The brand value will be measured by financial performance and customer appreciation. The brand equity will be measured by asking the customers about their awareness of the brand, including the logo, packaging, colors and sound (Grigoriou, Majumdar & Lie 2018).
The online surveys have many advantages and strengths and potential weaknesses. It is the best way of data collection from a large sample that uses VHA. It is a flexible method, can be sent to the sample units via email with an attached survey or a link to survey URL. It can be easily tailored according to the customer purchase experience, demographics and languages. Also, it is a speedy process of data collection, it is time efficient. It utilizes the technology innovation depending on the powerful web survey tool. This tool can reduce bias in the respondents’ answers (Rogerson 2016). The online surveys are convenience, the respondents can answer whenever they like. They can start the survey and then complete it, which means that the respondent is not in rush to fill the survey and can think carefully before making his opinion. Data entry is made by the respondents, which facilitates data collection process. The researcher can use the inputted data to analyze them and represent the findings with low effort. The disadvantages of this method are represented in considering the email as a junk mail, technological variations that might prevent the content of the survey to be well displayed and the unclear answer instructions in case the respondent got confused with the questions (Evans & Mathur 2005). The online survey will be personally administrated, the researcher interference will be minimal.
Data analysis is important in order to be able to examine the research hypotheses. The real life data should be prepared before conducting the analysis. The gathered data is usually full of errors and some of them are missing and need to be cleaned and completed (Flick 2013). In order to organize data, it should be recorded in tables. For example, each record has to be inputted in the corresponding answer of each respondent. Then each attribute reflects an answered question. Data representation could be done by using descriptive statistics in the form of numbers or graphs or a combination. The selection of descriptive data should fulfill the preferences of the targeted audience. The frequency and ratio are two common methods used in descriptive statistics. The frequency counts the number of occurrences of a specific record, while the ration calculates the percentage of frequency that corresponds to a specific category in relevance to the whole sample (O’Gorman & MacIntosh 2014). The quantitative data analysis considers the summary statistics, relationships between variables, analysis of sub-groups, using statistical models, trend analysis and the generalizability from the sample to the population that enables in decision making (World Health Organization 2014).
Conclusions
The brand is considered in the literature to be a set of tangible and intangible elements, symbolized by the trademark and operated in an appropriate way to create value and influence customers. The best branding strategy decision to be taken is to decide whether to pursue one or several brands. The management should choose between going for one big brand or many small brands. The brand equity that refers to the brand tangible identity. It facilitates the product identification by the customers, including the logo, packaging, colors and sounds.
VHA could successfully migrate the customers of the three brands of Hutchison, Telstra and Vodafone under one brand name. VHA brand strategy involves engagement with the Australian community. It promotes its brand at the popular sports events. VHA used the brand score as a measurement for its brand strategy, in 2017, the score revealed a strong brand health. Another performance measure used by Vodafone is mixed between the financial and strategic measures. The brand strategy is aligned with the company strategy of increasing fixed enterprise services the market share.
References
Adzharuddin, N, Moses, I & Yusoff, S 2017, ‘The influence of brand image of perodua axia on consumer’s decision making ‘, International Journal of Academic Research in Business and Social Sciences, vol 7, no. 6, pp. 1072-1087.
Boutaba, R & Xiao, J 2009, ‘Telecommunication systems and technologies’, Telecommunication Network Management, vol 2, pp. 1-20.
Brand Finance plc 2010, ‘Connecting brand value, brand equity and brand economics’, Brand Finance plc, UK.
Evans, J & Mathur, A 2005, ‘The value of online surveys’, Internet Research, vol 15, no. 2, pp. 195-219.
Flick, U 2013, Mapping the Field, SAGE, USA.
Grigoriou, N, Majumdar, A & Lie, L 2018, ‘Drivers of brand switching behavior in mobile telecommunications’, Athens Journal of Mass Media and Communications, vol 4, no. 1, pp. 7-28.
Hutchison Telecommunications (Australia) LTD 2017, ‘Annual report’, Hutchison Telecommunications (Australia) LTD, Australia.
Jerman, D & Zavrsnik, B 2012, ‘Model of marketing communications effectiveness in the business to business markets’, Economic Research – Ekonomska Istrazivanja, vol 25, no. 1, pp. 364-388.
Laghari, K, Yahia, I & Crespi, N 2009, ‘Analysis of telecommunication management technologies’, International Journal of Computer science & Information Technology (IJCSIT), vol 1, no. 2, pp. 152-166.
Momani, R 2015, ‘The impact of brand dimension on the purchasing decision making of the Jordanian consumer for shopping goods’, International Journal of Business and Social Science, vol 6, no. 7, pp. 149-168.
O’Gorman, K & MacIntosh, R 2014, Research methods for business & management, Goodfellow Publishers Ltd, UK.
Rajasekar, S, Philominathan, P & Chinnathambi, V 2013, ‘Research Methodology’, Cornell University, New York.
Rogerson, D 2016, ‘Brand as an influence on mobile converged technology purchases among Australian 18 to 34 years young adults’, University of Wollongong, Australia.
Siponen, J 2012, ‘Brand management in business-to-business context’, Metropolia University of Applied Sciences, Helsinki.
Srivastava, R 2009, ‘Measuring brand strategy – can brand equity and brand score be a tool to measure the effectiveness of strategy?’, Innovative Marketing, vol 5, no. 1, pp. 26-32.
The Center for International Economics 2015, ‘Australia’s telecommunications market’, The Center for International Economics, Australia.
Thompson, S 2012, Sampling, John Wiley & Sons, Inc., Canada.
Todor, R 2014, ‘The importance of branding and rebranding for strategic marketing’, Bulletin of the Transilvania University of Bra?ov, vol 7, no. 2, pp. 59-64.
Vodafail.com 2011, ‘Vodafone’s situation: yesterday, today and tomorrow’, Vodafail.com, Australia.
Vodafone Group Plc 2017, ‘Anual report’, Vodafone Group Plc, UK.
Wijaya, B 2013, ‘Dimensions of brand image: A conceptual review from the perspective of brand communication’, European Journal of Business and Management, vol 5, no. 31, pp. 55-65.
Wood, L 2000, ‘Brands and brand equity: definition and management’, Management Decision, vol 38, no. 9, p. 662±669.
World Health Organization 2014, ‘Data analysis and presentation’, World Health Organization, Switzerland.
Xian, H & Meng-Lewis, Y 2018, Business Research Methods for Chinese students: A practical guide to your research project, SAGE Publications Ltd, London.
Brands gain the interest of the business and customers as well. The increase in consumption and spending rates attracts the researchers to investigate this issue in focus. Brands investigation is considered by managers within the marketing strategy, they aim to promote the company and influence the consumer buying decision. Also, it has an important role in creating a competitive advantage for organizations (Momani 2015).
Vodafone Group PLC operates across different world countries, including Australia. This report analyzes the brand dimensions impact on brand decision making at Vodafone Hutchison Australia (VHA). VHA has acquired three brands in Australia, it provides its services to about 94% of the Australian customers (Vodafail.com 2011). The following section discusses the literature review and the research methodology.
This research aims to address the relationship between the brand dimensions and brand decision making with an application on VHA. The Australian telecommunications market is competitive due to the encouraging environment, including information dissemination to customers and improvements to the sector (The Center for International Economics 2015). The objectives of the research are as follows:
The brand is considered in the literature to be a set of tangible and intangible elements, symbolized by the trademark and operated in an appropriate way to create value and influence customers. The brand value refers to the fulfillment of an experience from the marketing perspective, guarantee for future earnings from the managerial perspective and a component of the intellectual property from the legal perspective. The intangible assets account for 75% of the firm assets and they are mainly responsible for the brand image. The branding strategy is positively connected with the financial performance of the organization. It explains 25% of the variation of the organizational market value. The brand value is positively connected with brand recognition by customers. The decision taken by managers with regard to the brand strategy is considered an integral part of strategic marketing. Branding and strategic decision making are intrinsically linked. It is considered a strategic decision in essence to achieve key objectives. The environmental aspects should be considered for their effect on the brand awareness and value. If the strategy did not consider the external factors, it will be rigid in relation to brand standards (Todor 2014; Brand Finance plc 2010).
Managers tend to launch a marketing campaign to enhance the brand image that might not be useful. It is preferred that managers audit the brand and make new plans. The unknown brand is the case where marketing communications are required in addition to creating customer-based equity and considering the financial market reaction. The best branding strategy decision to be taken is to decide whether to pursue one or several brands. It means selecting the brand architecture. The management should choose between going for one big brand or many small brands (Siponen 2012). Marketing communications should provide a clear and timely information to enable the decisions to be made (Jerman & Zavrsnik 2012).
The brand image refers to the consumer’s perception of the products that reflect their experience with the product. The customer attitude towards the brand defines its uniqueness. The ability of the management within organizations to create a competitive advantage or a brand value gives a good impression to the customer and leads to long-term success in terms of the market share and sales revenues (Adzharuddin, Moses & Yusoff 2017).
The brand dimensions consist mainly of the brand value and the brand equity. The brand value is a measurement that is based on an index to represent the net present value of the stream of the future earnings of a brand. The management is required to maximize the long-term future earnings and short-term sub-optimization. The brand value can address the health of the market and the brand within the market. This ability is advantaged for creating a long-term focus for management (Wood 2000).
The brand equity refers to the brand tangible identity. It facilitates the product identification by the customers, including the logo, packaging, colors and sounds (Wijaya 2013).
The brand score is a measurement of the brand strategy effectiveness. The score is provided by the customer on several parameters. The consumer makes the ranking of the brand, according to the benefits they get, the continuity of the brand value, the actual pricing relevant to customer perception and customer service (Srivastava 2009).
Telecommunication management is an essential aspect of networks operations and services. It provides various functions, including operation and maintenance, provisioning, administrative performance and security. These functions are necessary to allow the customer to benefit from the services and ensure that the business runs smoothly (Laghari, Yahia & Crespi 2009). The telecommunication management network involves element management, service management, network management and business management (Boutaba & Xiao 2009).
Vodafone is among the leading recognized and valuable telecommunication brands worldwide. Its value that is worth US$22 billion1 helps in attracting and retaining customers. Vodafone owns a 50% stake of VHA. The company continues to solidly perform in a highly competitive environment. VHA aims to maintain a strong mobile market share that was gained from the customer trust in the brand, service quality and its global footprint. The brand strategy is aligned with the company strategy of increasing fixed enterprise services market share. The company focuses on the small and medium-sized companies, large and multinational corporations and the carrier services. The management depends on the agile strategy of operations to be able to provide the customers with differentiated experiences by phone, online and in the store. The agile and strong digital capability strategy is capable of maintaining the brand and reputation. The estimated useful life of an intangible asset for a brand ranges between 1 to 10 years (Vodafone Group Plc 2017).
VHA relies heavily on its joint 3G network that has been built with Optus. Optus continued to enhance the network through building more than 1400 new network sites across Australia. Vodafone aims to increase the capacity and coverage of its services. VHA could successfully migrate the customers of the three brands of Hutchison, Telstra and Vodafone under one brand name.
The VHS marketing management failed to satisfy the customer needs through the professional handling of their complaints in 2011. This mismanagement problem could has affected its brand value and equity in the Australian market. The customer needs should be put in the first place and transparent communication should take place to maintain the brand image. The environmental aspects have changed and the communications became faster and efficient that represent a risk to the brand name (Vodafail.com 2011).
VHA used the brand score as a measurement for its brand strategy, in 2017, the score revealed a strong brand health. The Net Promoter Score (NPS) among the mobile network operators measures the likelihood of customers to recommend VHA products and services to other customers. The measurement is mainly driven by the customers’ perception of the network performance, trustworthiness, reliability and ability to control their spending (Hutchison Telecommunications (Australia) LTD 2017). Another performance measure used by Vodafone is mixed between the financial and strategic measures. The financial measures, weight for 50%, including the revenues, profit and cash flows. The strategic measures also weight for 50% and consist of the customer appreciation KPIs, like brand consideration and the promoter score (Vodafone Group Plc 2017). By the end of 2017, the customer complaint ratio decreased by 44% compared to the industry average. VHA brand strategy involves engagement with the Australian community. It promotes its brand at the popular sports events, the sponsorship promotes the brand to new customers. The chief operating decision maker of the Consolidated Entity at VHA relies on the information gathered about the operating segments (Hutchison Telecommunications (Australia) LTD 2017).
The research design is important because it defines the research approach that could be used to achieve the research objectives (Rajasekar, Philominathan & Chinnathambi 2013). The philosophical paradigm to be adopted is the ontologism. This paradigm assumes that the reality exists and the researcher role is to find it. He is responsible for gathering data objectively to find out the concepts related to the phenomenon. The positivist research design will be used in examining the relationship between the brand dimensions and brand decision making with an application on VHA. The brand dimensions represent the independent variable and the brand decision making represent the dependent variable. The positivist design depends on primary data collection to be used in the hypotheses testing (Xian & Meng-Lewis 2018).
This research is descriptive, the researcher will investigate the truth about the existence of a relationship between the brand dimensions and brand decision making with an application on VHA. The construct validity will be conducted to deal with the research variables. The independent variables will be operationalized to be effectively managed. The content validity will be done in relation to the concepts within the dimensions. Also, the internal validity test will be conducted to ensure that the variables are empirically correlated (Thompson 2012).
Data collection will consider primary data, it will be gathered from the respondents via surveying their opinions on the phenomenon of the investigation. The positivist design depends on the evaluation of facts. There should be a distance between the researcher and the phenomenon that he investigates to ensure objectivity. The researcher is not allowed to involve his opinion.
The sample will consist of users of VHA telecommunications services across Australia. This research will consider the probability design by conducting the simple random sampling that provides objective estimations. The estimation of variability will be used in assessing the survey result degree of reliability. It is a sample of distinct units that are selected from the population without replacement. In each step, the unselected unit has an equal chance to be selected. The respondents will be asked to rate their experience with the VHA brand on a range of dimensions (Thompson 2012).
VHA customers continue to grow rapidly, the company network of customers include 5.81 million. There was a 7.9% increase in the wholesale customers, a 3.5% increase in the prepaid customers and 1% increase in the postpaid customers in 2017. The increase in the number of customers and their diversity represent a strong brand healthy. The sample should consider the different customer segments to make sure it represents the population of the research. Also, it allows for the generalizability of the results to the population (Vodafail.com 2011).
The survey method in research will be used to gather the numerical data. The brand dimensions involve the brand value and brand equity. The brand value will be measured by financial performance and customer appreciation. The brand equity will be measured by asking the customers about their awareness of the brand, including the logo, packaging, colors and sound (Grigoriou, Majumdar & Lie 2018).
The online surveys have many advantages and strengths and potential weaknesses. It is the best way of data collection from a large sample that uses VHA. It is a flexible method, can be sent to the sample units via email with an attached survey or a link to survey URL. It can be easily tailored according to the customer purchase experience, demographics and languages. Also, it is a speedy process of data collection, it is time efficient. It utilizes the technology innovation depending on the powerful web survey tool. This tool can reduce bias in the respondents’ answers (Rogerson 2016). The online surveys are convenience, the respondents can answer whenever they like. They can start the survey and then complete it, which means that the respondent is not in rush to fill the survey and can think carefully before making his opinion. Data entry is made by the respondents, which facilitates data collection process. The researcher can use the inputted data to analyze them and represent the findings with low effort. The disadvantages of this method are represented in considering the email as a junk mail, technological variations that might prevent the content of the survey to be well displayed and the unclear answer instructions in case the respondent got confused with the questions (Evans & Mathur 2005). The online survey will be personally administrated, the researcher interference will be minimal.
Data analysis is important in order to be able to examine the research hypotheses. The real life data should be prepared before conducting the analysis. The gathered data is usually full of errors and some of them are missing and need to be cleaned and completed (Flick 2013). In order to organize data, it should be recorded in tables. For example, each record has to be inputted in the corresponding answer of each respondent. Then each attribute reflects an answered question. Data representation could be done by using descriptive statistics in the form of numbers or graphs or a combination. The selection of descriptive data should fulfill the preferences of the targeted audience. The frequency and ratio are two common methods used in descriptive statistics. The frequency counts the number of occurrences of a specific record, while the ration calculates the percentage of frequency that corresponds to a specific category in relevance to the whole sample (O’Gorman & MacIntosh 2014). The quantitative data analysis considers the summary statistics, relationships between variables, analysis of sub-groups, using statistical models, trend analysis and the generalizability from the sample to the population that enables in decision making (World Health Organization 2014).
Conclusions
The brand is considered in the literature to be a set of tangible and intangible elements, symbolized by the trademark and operated in an appropriate way to create value and influence customers. The best branding strategy decision to be taken is to decide whether to pursue one or several brands. The management should choose between going for one big brand or many small brands. The brand equity that refers to the brand tangible identity. It facilitates the product identification by the customers, including the logo, packaging, colors and sounds.
VHA could successfully migrate the customers of the three brands of Hutchison, Telstra and Vodafone under one brand name. VHA brand strategy involves engagement with the Australian community. It promotes its brand at the popular sports events. VHA used the brand score as a measurement for its brand strategy, in 2017, the score revealed a strong brand health. Another performance measure used by Vodafone is mixed between the financial and strategic measures. The brand strategy is aligned with the company strategy of increasing fixed enterprise services the market share.
References
Adzharuddin, N, Moses, I & Yusoff, S 2017, ‘The influence of brand image of perodua axia on consumer’s decision making ‘, International Journal of Academic Research in Business and Social Sciences, vol 7, no. 6, pp. 1072-1087.
Boutaba, R & Xiao, J 2009, ‘Telecommunication systems and technologies’, Telecommunication Network Management, vol 2, pp. 1-20.
Brand Finance plc 2010, ‘Connecting brand value, brand equity and brand economics’, Brand Finance plc, UK.
Evans, J & Mathur, A 2005, ‘The value of online surveys’, Internet Research, vol 15, no. 2, pp. 195-219.
Flick, U 2013, Mapping the Field, SAGE, USA.
Grigoriou, N, Majumdar, A & Lie, L 2018, ‘Drivers of brand switching behavior in mobile telecommunications’, Athens Journal of Mass Media and Communications, vol 4, no. 1, pp. 7-28.
Hutchison Telecommunications (Australia) LTD 2017, ‘Annual report’, Hutchison Telecommunications (Australia) LTD, Australia.
Jerman, D & Zavrsnik, B 2012, ‘Model of marketing communications effectiveness in the business to business markets’, Economic Research – Ekonomska Istrazivanja, vol 25, no. 1, pp. 364-388.
Laghari, K, Yahia, I & Crespi, N 2009, ‘Analysis of telecommunication management technologies’, International Journal of Computer science & Information Technology (IJCSIT), vol 1, no. 2, pp. 152-166.
Momani, R 2015, ‘The impact of brand dimension on the purchasing decision making of the Jordanian consumer for shopping goods’, International Journal of Business and Social Science, vol 6, no. 7, pp. 149-168.
O’Gorman, K & MacIntosh, R 2014, Research methods for business & management, Goodfellow Publishers Ltd, UK.
Rajasekar, S, Philominathan, P & Chinnathambi, V 2013, ‘Research Methodology’, Cornell University, New York.
Rogerson, D 2016, ‘Brand as an influence on mobile converged technology purchases among Australian 18 to 34 years young adults’, University of Wollongong, Australia.
Siponen, J 2012, ‘Brand management in business-to-business context’, Metropolia University of Applied Sciences, Helsinki.
Srivastava, R 2009, ‘Measuring brand strategy – can brand equity and brand score be a tool to measure the effectiveness of strategy?’, Innovative Marketing, vol 5, no. 1, pp. 26-32.
The Center for International Economics 2015, ‘Australia’s telecommunications market’, The Center for International Economics, Australia.
Thompson, S 2012, Sampling, John Wiley & Sons, Inc., Canada.
Todor, R 2014, ‘The importance of branding and rebranding for strategic marketing’, Bulletin of the Transilvania University of Bra?ov, vol 7, no. 2, pp. 59-64.
Vodafail.com 2011, ‘Vodafone’s situation: yesterday, today and tomorrow’, Vodafail.com, Australia.
Vodafone Group Plc 2017, ‘Anual report’, Vodafone Group Plc, UK.
Wijaya, B 2013, ‘Dimensions of brand image: A conceptual review from the perspective of brand communication’, European Journal of Business and Management, vol 5, no. 31, pp. 55-65.
Wood, L 2000, ‘Brands and brand equity: definition and management’, Management Decision, vol 38, no. 9, p. 662±669.
World Health Organization 2014, ‘Data analysis and presentation’, World Health Organization, Switzerland.
Xian, H & Meng-Lewis, Y 2018, Business Research Methods for Chinese students: A practical guide to your research project, SAGE Publications Ltd, London.
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