thesis brand awareness

Increasing Brand Awareness in the Digital World: A stakeholder analysis

Student thesis : Master thesis

This thesis provides an analysis of how an online business can increase its brand awareness through internet marketing efforts. The analysis is focused on two main fields, brand awareness and digital world, and backed by an empirical analysis of an online webshop LinenMe. In the business society as it is today, Internet has become a necessary tool for companies doing business internationally. In order for a company to be profitable and achieve competitive advantage, it needs to be present in consumers’ minds. This can be reached by increasing brand awareness of a certain product or a brand. This thesis proposes the roadmap to achieve higher brand awareness by focusing on stakeholders and on online tools (e.g. social media). This thesis also principally addresses the strategic importance of brand awareness through the development of brand equity and brand image among customers. Moreover, the analysis shows that brand awareness can be enhanced through different methods, such as word‐of‐mouth or recommendations. Using the touchpoint model, it is presented that LinenMe can obtain a foundation for increasing its brand awareness and strengthen its customers’ relationship after sale. Therefore, the results show that, by putting into practice a social network strategy, maximizing the brand presence in search engines and by giving a good customer service, the brand awareness and reputation of the brand will be enhanced and thus will lead to company’s success.

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The role of digital marketing in creating brand awareness and measuring customer ,-7307.pdf

ABSTRACT: The research is focused on evaluating how digital marketing has enhanced InterContinental Hotel, Al Jubail in creating brand awareness and measuring customer satisfaction. The study has four objectives: one, to determine the frequency of respondents visiting the restaurants; second, to determine the general sources that create awareness about InterContinental restaurants; third, to determine the digital marketing sources that create awareness about the restaurants; and fourth, to determine the factors influencing the satisfaction level of the respondents. Online survey was used to collected data with a structured questionnaire; as a result 120 responses were received. The design of structure questionnaire had three types of close end questions. Type one: two questions focused on demographic; type two: six questions were focused on digital sources used in creating awareness; type three: the last 6 questions were focused to measure the attitude of the respondent’s satisfaction on the services offered by the hotel. Moreover, one open end question was asked to know different ways that hotel can delight the guests. The empirical research results indicated that guests between the age group of 18-24 are the majority who visit the hotel and Thursday is the most visited day of the week. Instagram is highly preferred social media among the respondent. Although the respondents agree that videos of the hotel are motivating, but the hypothesis test results indicated that hotel cannot bank on videos to promote the restaurants. While the videos can be linked to the social media accounts such as Instagram which will create people to talk about the hotel and its comments will create word of mouth. Overall, the results indicate that the guests are satisfied with the overall atmosphere and quality of the restaurant. Keywords: Digital marketing, restaurants,

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