FInal Copy-A Crtical Evaluation of Branding Srategy of JM

2014
Kabir
[Type the company name]
1/1/2014
A critical evaluation of the impact of branding
strategy of Johnson Matthey on its competitive
advantage
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A Study
On
A critical evaluation of the impact of branding strategy
of J ohnson Matthey on its competitive advantage

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Abstract
In this comprehensive the researcher is going to highlight brand and branding strategies, role of
branding on achieving the competitive advantages, market power of brand along with other
related dimensions of brand in the light of Johnson Matthey. Branding is an indispensable
segment of selected great occupational; consider expressions that all winning large commercial
has its dishonorable untrained on its solitary creation. Trademark is a foremost portion of
Johnson Matthey elevation drawing. The aim is to shape it calmer for the custom to relate your
product title to the moral produces or renovation that you are to offer them. In the similar method
company handles (Achenaum, 2008), symbol and product designation are not directly meager
cipher but the picture that originates to the customers brains when clienteles require the
inspector or produces you suggest. It engages their thought and charisma. Making a product
name is not anywhere you originate first, it take extra than so as to. Address your product name
symbol; urge it to your goalmouth market as a countless transaction as it receipts. Preceding to
bond so what you involve to do is rise that a sign and product name is important motionless for a
slight standard up so as to satisfy your investments since it forte arrive at two somewhat a
number of nothings.
This investigation paper is successful to demonstration the imprinting strategy of the Johnson
Matthey Company in the marketplace and its market place modest compensations. It will
demonstration how the business is emerging its marking strategy in the marketplace to
improvement supplementary and more regulars. This examination paper wills similarly shows
the labeling stratagem of Johnson Matthey and its market place for essence of its stamping
strategy. Good marking strategy seems in the marketplace like the bright which assistances to
improvement the emotion of clienteles. It brands the marketplace for a business and it also
assistances spreads the marketplace of the business. Good marketing plan also assistances to
tired clienteles in the marketplace and brand influences ended the contestants in the marketplace
(Achenaum, 2008).
Each examination is founded on certain aims. The purpose of this investigation paper is to assess
the marketing plan of Johnson Matthey and market place modest compensations. The aim of this
examination paper is also to transport how Johnson Matthey matures a respect able product
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which benefits the corporation to be exclusive in the marketplace and gain modest
compensations ended its players in the indicator(Creswell, 2008).

Contents
Chapter-01 ...................................................................................................... 8
Introduction .................................................................................................... 8
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1.1 Introduction .............................................................................................. 8
1.2 Rationale of this Study ............................................................................ 11
1.3 Research aims ......................................................................................... 11
1.4 Research objectives ................................................................................. 12
1.5 Research questions .................................................................................. 13
1.6 Research Hypothesis ............................................................................... 13
Chapter-2 ...................................................................................................... 14
Literature Review ......................................................................................... 14
Literature Review ......................................................................................... 15
2.1 Brand & Branding .................................................................................. 15
2.2 The Evolution of brand ........................................................................... 16
2.3 characteristics of a successful brand and its role on achieving
competitive advantage .................................................................................. 22
2.4 Role of brand on influencing customers, customer generation and
competitive advantages ................................................................................. 24
2.4 Dimensions of Branding .......................................................................... 18
2.6 Market Power of Branding ..................................................................... 20
2.7 Branding, Customer Loyalty and Brand Equity .................................... 21
Chapter-03 .................................................................................................... 26
Research Design and Methodology .............................................................. 26
Research Design and Methodology ..................... Error! Bookmark not defined.
3.1 Type of investigation ............................................................................... 27
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3.2 Research philosophy ............................................................................... 27
3.3 Data collection method ............................................................................ 27
3.4 Sampling method and population ........................................................... 28
3.5 Accessibility issues .................................................................................. 29
3.6 Ethical issues ........................................................................................... 29
3.7 Data analysis plan: ..................................................................................... 30
3.8 Research limitations ................................................................................ 30
Chapter Four ....................................................... Error! Bookmark not defined.
Data Analysis, Interpretation and Results ................................................... 31
4.1 Data Analysis and Interpretation ........................................................... 32
Data presentation and elucidation ................................................................ 33
Data Analysis ....................................................... Error! Bookmark not defined.
Interpretation of the statement 01 ................................................................ 34
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Chapter-5 ...................................................................................................... 49
Conclusion .................................................................................................... 50
Recommendations......................................................................................... 51
References ..................................................................................................... 53

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Chapter-01
Introduction

1.1 Introduction

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Good branding strategy helps to gain the competitive position over its customers in the market. A
company can easily makes its position with the help of the good branding strategy.
This comprehensive research paper will significantly highlight on branding strategy of Johnson
Matthey in terms of achieving competitive advantages, the brand management process of the
company, key strength of the branding of Johnson Matthey over the rivals, current and probable
challenges of branding of Johnson and other related issues associated with the branding of the
company. This research will also show how Johnson Matthey is developing its market branding
strategy and its market competitive advantages over its competitors (Keller, 2009).
An alluring and strong brand helps to differentiate the products and services in the market from
its competitors products and services (Keller, 2009). Customers can easily find out their needed
products from various kinds of established products in the market. For this reason, many
companies in the market try to make their brand best which helps them to portrait something
different and unique from existing competitors in the market. In this competitive business
environment, the market forces and trends are gradually becoming more challenging, it is very
tough to be sustained in the market without providing and promotion of the branding campaign
and without showing the distinctness of the brand the company may not able to achieve the
competitive advantages (Creswell, 2008). As a popular and alluring brand of Johnson Matthey
and their branding strategy helps the company to reach to the customers in the market and thus
ensures competitive strength over the rivals.

Brands are the key factor and most valuable to achieve the competitive advantages. It is because;
simply brand causes customers to be inclined to purchase the product of the company rather than
someone else's. In a way, a brand may be shorthand for the things the customer can expect from
the product and services. In products that can hold petite meaning for the customer, this might be
worth less, but in markets where the customer invests his or her ego in the purchase of a
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particular brand, that meaning can be invaluable. In this report some key issues relating with the
branding and with sufficient examples of the branding of Johnson Matthey to see where branding
may or may not be important and where it can be the leading factor to achieve the competitive
advantages over the rivals (Creswell, 2008).
A research conducted by The Marketing Society of UK in 2012 surprisingly found that about
70% percent competitive advantages of the companies to a great extent depend on the
distinctness of branding. It is also clear that companies with excellent brand can gain a large pool
of customers in the market than a company who has poor branding system. Companies like giant
are doing business successfully in the market because of their good branding strategy. Branding
strategy is helping the big company to gain more and more customers in the market (Keller,
2009). It helps the big companies to do their business all over the world. This is making the
business easier by finding out new customers and making them loyal to the organization. With a
good branding strategy a company can create its position in the market (Creswell, 2008).
This research paper is going to find out the branding strategy of Johnson Matthey and its
competitive advantages through utilizing the branding tactics. So, this reaserch paper is
formulated to evaluate the branding strategy of Johnson Matthey in terms of its gaining
competitive advantages in the marketplace. Johnson Matthey is dealing with diversified brands
in its operations. The researcher is going to assess the overall branding system of Johnson
Matthey and its competitive market advantages through branding.
Branding is important because it helps an organization to deliver its value in the market (Kelly,
2009). Johnson Matthey can tie its customers with branding in the market. Branding is important
because it helps to create loyal customers for Johnson Matthey in the market and it also helps to
retain them and attracting other companies customers.
The ultimate focus of this research paper is to express the gaining competitive advantages of
Johnson Matthey through the application of its branding strategy.

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1.2 Rationale of this Study
Branding is an essential fraction of some big business; investigate shows that all victorious big
business has its base lay on its single product. Brand is a main fraction of Johnson Matthey
promotion diagram. The reason is to build it easier for the clientele to narrate your brand name to
the scrupulous produce or overhaul that you are to proffer them. In the same way a corporation
forename (Achenaum, 2008), logo and brand name are not immediately meager cryptogram but
the representation that comes to the clients brains when customers necessitate the examiner or
produce you propose. It employs their consideration and magnetism. Creating a brand name is
not someplace you come first, it take additional than so as to. Lecture your brand name logo;
urge it to your goal marketplace as a great deal as it takes. Previous to responsibility so what you
require to do is appreciate that a symbol and brand name is significant still for a little stock up so
as to please your savings since it strength arrive at two rather a figure of zeros.
Rationale of the study

a) Research issue
This research paper is going to find out the branding strategy of Johnson Matthey and its
competitive advantages through utilizing the branding tactics. So, this reaserch paper is
formulated to evaluate the branding strategy of Johnson Matthey in terms of its gaining
competitive advantages in the marketplace. Johnson Matthey is dealing with diversified brands
in its operations. The researcher is going to assess the overall branding system of Johnson
Matthey and its competitive market advantages through branding.
b) Importance of the Research issue
Branding is important because it helps an organization to deliver its value in the market (Kelly,
2009). Johnson Matthey can tie its customers with branding in the market. Branding is important
because it helps to create loyal customers for Johnson Matthey in the market and it also helps to
retain them and attracting other companies customers.
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The ultimate focus of this research paper is to express the gaining competitive advantages
of Johnson Matthey through the application of its branding strategy.
c) Reasons of Branding Issue Now
Branding shows what value organizations want to provide for its customers (Baxter, 1999). It is
the reorganization through which Johnson Matthey is getting its market competiveness. Branding
is issue in the present business world because it is determines the income level of the company.
A company which has good branding strategy like Coca-Cola can produce more profits than poor
branding organizations.
d) Shed Light of the Research
Some of the limitations of the research are listed below:
1. Time and cost of conducting the research was a great limitation.
2. The management of the organizations was unwilling to provide required information for their
privacy policy.
3. Biasness was prevailing during providing information by the respondents.
4. Lack of individual skill and experience to conduct research on such subject matter.
1.3 Research aims
Every research is based on some aims. The aim of this research paper is to evaluate the branding
strategy of Johnson Matthey and market competitive advantages. The aim of this research paper
is also to bring how Johnson Matthey develops a good brand which helps the company to be
unique in the market and gain competitive advantages over its competitors in the marker
(Creswell, 2008).
1.4 Research objectives
This research paper has some objectives based on which it is being performed by the researcher.
It has the following objectives-
To evaluate the process of branding strategy of Johnson Matthey.
To investigate out the brand management of the company (Creswell, 2008).
To find out the competitiveness of the branding of Johnson Matthey.
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To evaluate the challenges of the branding of Johnson Matthey.
1.5 Research questions
Q1. What are factors that will help to build the good brand name of Johnson Matthey in the
market?
Q2. What is the competitive position of Johnson Matthey in the market in case of its branding
strategy?
Q3. How the company can create a good brand in the market that will help to attract customers
and make them loyal to the company?
1.6 Research Hypothesis
Certain issues regarding the branding are guessed. Some of the important hypotheses are briefly
discussed below:
H1: A strong and appealing brand is one of the most important sources of competitive
advantages.
H2: Brand can build strong customer loyalty.
H3: Branding strategies also can influence the corporate performance through attractive branding
and brand equity.
H4: brand can ensure competitiveness for the company

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Chapter-2
Literature Review

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Literature Review

A strong and inimitable brand is invaluable as the fight for customers are intensifying day by
day. For this reason global business giants spend sufficient time and resources in researching,
defining, and building their brand. James and Blackwell (2009) said that distinct brand
significantly helps to deliver the message about the products and services clearly, connect the
target prospects expressively, helps to confirm the credibility and motivates the buyer and
concretes user loyalty.
2.1 Brand & Branding
According to Achenaum (2009), Brand refers to the distinguishing symbol, name, word, mark,
logo sentence or combination of these items which companies employ to distinguish their
product and service from others in the market. On the other hand, another marketing specialist
Kelly (2006) said that branding means the distinct process which is involved in creating a unique
name and image for the product and service of the company in the consumers' mind.
According to Kapferer (1997) Branding aims at establishing the significant and differentiated
existence in the market that helps to attract and retain loyal and promising customers.
In this competitive and dynamic business world the main capital of global companies is their
brands. Over the past decades the worth of the company was measured in terms of its various
kinds of tangible assets, plants as well as equipments (Kassaye, & Wossen, 2010). But in recent
times it has been recognized that companys most important or valuable asset is their brands
which lies on outside the business itself and in the minds of the probable customers.
According to the Kapferer (1997), mention that earlier than the 1980s present was a dissimilar
move toward towards brand. Companies wish to pay money for a creator of brown or pasta:
after 1980, they required to purchase KitKat or Buitoni. This difference is extremely significant;
in the primary case firm aspiration to pay currency for manufacture capability and in the
subsequent they wish for to pay money for a leave in the intelligence of the customer. In
additional words, the change in meeting peak towards brands begins whilst it was unstated that
they were a little more than meager identifiers. Brands, according to Kapferer (1997) dish up
eight function exposed in the first two are automatic and anxiety the spirit of the product: to
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function as a recognized symbol in order to facilitate choice and to gain time (p. 29); the next
three are for reducing the perceived risk; and the final three concern the pleasure side of a brand.
He adds that brands perform an economic function in the mind of the consumer, the value of the
brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds
of a large number of consumers. Therefore branding and brand building should focus on
developing brand value. Kapferers view of brand value is monetary, and includes intangible
assets. Brands fail to achieve their value-creating potential where managers pursue strategies
that are not orientated to maximizing the shareholder value. Four factors combine in the mind of
the consumer to determine the perceived value of the brand: brand awareness; the level of
perceived quality compared to competitors; the level of confidence, of significance, of empathy,
of liking; and the richness and attractiveness of the images conjured up by the brand.
According to Aaker (2006), strong brand helps the organization by enriching their understanding
of the customers perceptions and their attitude toward the product and services of the company.
thus it contributes to differentiate the product and service, guiding the communication efforts and
ensure the brand equity.
A brand is considered as both, tangible and intangible, , visible and invisible as well as
practical and symbolic asset under the conditions that are cost-effectively feasible for the
company (Kapferer, 2006).
The American Marketing Association (AMA) also defines the term Brand as Brand is a name,
symbol, term, design, and even combination of these, which is basically proposed to signify or
imply the goods and services of the company, or group of sellers as well as to make a distinction
them from their competitors. Most of the cases, a brand also promises, and make relevantly
differentiation and its Excellencies provide benefits to the company.
Finally it can be said that brand helps to create positive sentiment among the target customer.
Proper branding also can result in higher sales of not only single product, but also on the other
products linked with that brand.
2.2 The Evolution of brand
According to Manohar David (2007),
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In the beginning of the 1970s, products and services were basically made from the
manufacturing, rather than the customer point of view. After the five or six years with the focal
point of shifting to the consumer, marketing played implicit and much larger role in introducing
the brand.
Manohar & David also said that significant parameters in brand building literature also have
experienced a remarkable shift in the last decade. All aspects of branding and the role of brands,
as conventionally understood, have been subject to unvarying review and redefinition.
A long-established definition of a typical brand was: the name basically associated with one or
more items in the product and service line, which is used to recognize the source of character of
the item(s) (Kotler, 2000). According to Aaker (1997), develops the concept of brand
personality, or the set of human characteristics associated with a brand. She creates a reliable,
valid, and genera liable brand personality measurement scale based on an extensive data
collection involving ratings of 114 personality traits on 37 brands in various product categories
by over 600 individuals (Keller 2003a p. 447). In her resulting framework, five dimensions are
distinguished -the big five- that help to explain the symbolic and self-expressive functions of a
brand: sincerity, competence, excitement, sophistication, and ruggedness. Fournier (1998)
suggest that a brand name can be view as a association associate. One method to attain this is by
sympathetic the habits in which brand are lively, humanize, or one way or one more
personalized (p. 344). She mentions three brand animating processes: through the spirit of a past
or there other, by using brand-person relations, and from side to side a total anthrop or phonation
of the product. Brand relations happen at brand name character genuineness enthusiasm
capability the level of consumers live experiences (p. 360). These relations offer meaning to
the customer, some being practical and practical, while others are mental or touching.
The American Marketing Associations (AMA) also described the branding process which starts
with a name, term, sign, symbol, or design, or a combination of them, proposed to recognize the
goods and services of one seller or group of sellers and to distinguish them from those of
competitors. It states that a marketer creates a new name, symbol or logo, for a new product, he
or she has created a brand, (Keller, 2003).
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From the very beginning branding strategies aims at influencing the customers to buy the
products and services of the company without hesitations and also helps to attract the new
customer and retain current promising customer.
2.3 Dimensions of Branding
According to Alina (2012) Various kinds of dimensions of Brands also distinguish the branded
products from the unbranded commodity as well as it also gives equity which is the sum of the
customers perceptions and feelings regarding to the products attributes. Brands also show how
they perform and what it stands.
Achenaum, (2008) brands also have following dimensions:
Brand Experience
Debbie Millman (2010) said that the experience of the customers regarding the brand is designed
to be not merely any pleasant experience, but a reliable experience that integrally arouses
anticipations of the advantage we promise and also delivers it.
Alina (2012) also said The brand experience is also the widest concept. It encompasses all the a
variety of direct and in direct contact points in time and space with the consumer, as well as all
his sensorial, savvied and/or emotional experiences. Dietzel (2009) stated that he brand
experience also includes, among other aspects, reactions to the brands communications, buying,
consuming / using / owning, the experiences of shopping and receiving instructions / service /
support, disposing of waste, encountering social feedback, etc
Brand Community.
According to Dietzel (2009) the brand community is also the most totally different dimension of
the brand from. These are cautiously designed; planned and orchestrated contexts / opportunities
for the customers to interact and meet people in manners that concurrently deliver the brands
promised benefit promise and strengthen anticipation of the benefit. Dietzel (2009) also said that
such community structures and activities delicately encourage the appearance of authentic brand
evangelists, and the arrangement of a cult-like following of the brand.
Brand Culture
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The distinctness of the brand also can be evaluated by the brand culture. A brand culture is also
fostered inside the organization. In many cases my tactic of brand prescribes the brands promise
as the widespread inspiration for the organizations vision. This shared purpose serves as a
managerial tool for aligning the entire organization with the task of providing the consu mer with
the promised benefit. The brand promise, as a glorious raison of the organization, incites a spirit
of brotherhood, and hereby a feeling of belonging and pride, forestalling all the perils of
cynicism. In addition, the brand becomes a living entity in the ambience, the practices and the
processes of the organization. Even the organizations very structure and staffing considerations
are being subjected to this supreme mission.

Brand Communications
According to Moriarty (2011) the success and distinctness of a brand also depends on its ability
to inform its distinctness. In this case, advertising has for long been considered to be The major
brand-building device, due to its ability to raise anticipations of benefit. The Integrated
Marketing Communications approach has broadened our perception of multiple contact points
and opportunities both in space and in time intended and unintended, that form the totality of
brand communications. However, according to Douglas (2011) it grow s increasingly apparent
that brand communications serve not only to raise anticipation but also to deliver the brands
promise Douglas (2011). Brand communications should also be thought of as a facet of the
brands experience. Consumers now often consider the brands communications to be an actual
attribute of the product/service.
Brand Innovations
According to Debbie Millman (2010) brand is solidified by consistently fulfilling its promise.
The brand, as a concept of benefit, inspires innovations that will deliver the benefit more often,
and in more diverse ways. These innovations may include additional products and services,
events, activities, promotions all fulfilling the brands promise in novel and contemporary
ways. Such perpetual innovations naturally reinforce the anticipation of benefit, which is the
brand
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2.5 Market Power of Branding
More appealing and strong brand also provides the consumers multiple access points towards the
respective brand by attracting and influencing them through the various kinds of functional and
emotional attributes (Keller, 2003). According to Brand Stewardship (1998), defines it, are the
management of and the answerability for the lasting happiness of the managerial make equities
(p. 33). A brand name that develop a stewardship process -sense that it engage an decision-
making management in articulate a dream for key marketplace relations, imbues the brand
structure process to the entire advertising process, and obtain the cooperation of the whole
association to transmit the make promise from side to side each act taken- will usually get hold
of brand-loyal clientele.
Brands are also triumphant because people have a preference them to ordinary products. In
addition to the psychological factors previously mentioned, brands give consumers the means
whereby they can make choices and judgments. Bases on these experiences, customers can then
rely on chosen brands to guarantee standards of quality and service, which reduces the risk of
failure in purchase.
Today's world is characterized by more complex technology, and this can be extremely
confusing to people who are not technology minded. Brands can play an important role here by
providing simplicity and reassurance to the uninitiated, offering a quick, clear guide to a variety
of competitive products and helping consumers reach better, quicker decisions

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2.7 Branding, Customer Loyalty and Brand Equity
The tangible aspects that a inimitable brand creates may be high qualities, be product innovations
as well as attractive prices etc. on the other hand the elusive values of a unique brand is that it
will embrace those that cannot be quantified (Kassaye, & Wossen, 2010). These intangibles
dimensions go beyond the product level of the company to become a synaptic process in the
brain. Finally, corporate social responsibility (CSR) has to be mention as one more idea that is
influence the expansion of brands these days, particularly company brands. Both brand and CSR
have turned out to be considerably very important now that the association have recognized how
these plan can append or detract from their charge (Blumenthal and Bergstrom 2003).
Disparagement of commerce is more comprehensive than ever prior to due to elevated potential
of business nowadays (Smith 2003). As Smith and Alcorn (1991) mention, corporation have
included advertising plan and social blame, and this included plan has been label cause
advertising. Because corporation by now invest in both brand and charity, the underlying code
for integrating brand and CSR derives from the synergies shaped when both strategies merge
(Blumenthal and Bergstrom 2003). CSR literature is plenty and it is not the topic of this theory to
examine it. However, it is essential to set up how intimately connected is brand structure towards
communal values to this idea. CSR refers to the obligation of the solid towards culture (Smith
2003). It also refers to the deliberation of and replies to issue further than the fine monetary,
industrial, and officially permitted provisions a rigid has in order to complete community
benefits all along with established financial gains (Husted 2003).
One of the most significant contributions of the inimitable brand is that customers can reduce the
searching time as well as cost when they are confronted with a set of indistinguishable products
and services.
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Brand like as Johnson Matthey greatly influence the customers to efficiently identify and locate
the products and services with less information processing and less decision time because of the
expected quality from the accumulated brand knowledge. Customers of the company will also be
able to successfully develop associations and assumptions all the way through brand name, label,
package etc (Pelsmacker et al, 2004).
Finally it is clear that, an inimitable and strong brand also offers high brand credibility. Brand
also becomes the signal of the product and service quality and performance of the company. For
these reasons, global business organizations pay special attention on the branding issues.
2.8 characteristics of a successful brand and its role on achieving competitive
advantage
Brand differentiates all kinds of products and services in several forms. This differentiation can
be divided in two forms that are:
The tangibles (rational), and
The intangibles (emotional and symbolic) (Kassaye, & Wossen, 2010).
One of the most important matters regarding the brand is that when the product or services
perform its some basic functions, the brand contributes greatly to the product or service
differentiation (Keller, 2003).
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Figure: branding and competitive advantages (Creswell, 2008)
Jon Lipsey (2011) strong brand basically have following characteristics
Strong brands help the company to be distinctive. It is very much important as the companies
have to be distinctive enough to stand out in some way if the want to get selected. If the company
cannot ensure it they will get overlooked.
Brands also enable the company to be consistent. If companies are inconsistent they wont gain
attraction or get wedged in their targets consciousness. So the companies must have unique
brand to be consistent enough.
Successful brand sufficiently helps the companies to be focused. Brands remove the fear of being
less fear and help the company to do everything promptly. According to Thakor and Lavack
(2003) condition that still more significant than the make source it is the apparent brand source
as a basis of brand name appeal. In their learning the author show that state of business
possession is a physically influential determinant of brand name source perceptions also,
country of apparent business possession may also be a stronger power than real state of corporate
possession (p. 403). It is likewise significant that less anxiety be known to the rest where brands
produce their crop, and more to the lay where public distinguish the brands nation of source to
be.
Jon Lipsey (2011) strong and inimitable brand also helps the company to be compelling enough.
In this challenging and competitive market companies need a vital spark which makes them
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potential. Through the brand power clients mist think that I need to have that. Brand also makes
people believe that the product and service will also help them to achieve their goals and dreams.
Jon Lipsey (2011) also said the competitive advantage also can be achieved if the various aspects
of the companies can be communicative properly with the brand. The more the company can talk
to the target market, the more theyll get noticed and remembered.
Collaboration of the various organizational issues are also very much important. Brand also helps
the organization to b collaborative and it issued to be presented to the public, now theyre created
with them.
Finally Jon Lipsey (2011) also said that competitive advantages and Excellencies are directly
related. Companies also try to make their brand distinctive enough and thus they attempts in
achieving the competitive advantages.
Finally it can be said that strong and unique brand also helps the influence the diverse customer
to buy the products and services with trust and believe enough. Thus brand plays an significant
role on achieving the competitive advantages over the rivals.
2.9 Role of brand on influencing customers, customer generation and
competitive advantages
The branding strategies of the companies also helps to make identifying and differentiating a
product easier for the customer while also providing the advantage of letting the name sell a
second rate product (Creswell, 2008). Over time, brands and branding strategies of the company
also came to embrace the performance or benefit guarantee, for the product, definitely, but
ultimately also for the company behind the brand.
According to the Litwin (2011) In this challenging business brand plays a much bigger role. It is
because Brands also have been co-opted as powerful symbols in larger debates in relation to the
economics, social issues, as well as politics. The power of brands also helps to communicate a
complex message speedily and with poignant impact and the capability of brands to attract media
attention which ideal tools in the hands of activists.
Most of the organizations also use their brand as a tool to successfully influence their customers
and customers experiences to add up value to the organization. It helps to create their overall
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brand experience, its also oblige to focus on the three most essential marketing objectives and
the metrics that reveal how well an organization is meeting those objectives:
According to Killer (2012) Brand significantly helps the organization in case of:
1. Promising customer Acquisition: with a goal of acquiring the right and loyal customers in a
cost-effective way. Three critical customer experiences in the acquisition process are awareness,
learning and persuasion
2. Creates positive customer Experience: Marketers must also focus on product wow in
delivering a wow customer experience that exceeds expectations. Three critical customer
experiences required for product wow are great first-time usage, usability and benefit delivery.
3. Role on customer retention: organizations also must focus on customer retention and brand
significantly helps in case of retaining and nurturing loyal customers, and turning them into the
asset of the company. Three serious customer experience elements in the maintenance process
are long-term usage and contentment, the purchase of more products and services, and positive
word-of-mouth. Evaluating these necessary business-building drivers within the customer
experience structure will help organizations focus on the most important levers for achieving
marketing results.
Finally it is clear that brand can ensure more promising customer base who constantly buy the
products and services of the company and thus significantly helps in achieving the competitive
advantages.

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Chapter-03
Research Design and Methodology

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3.1 Type of investigation
Qualitative and descriptive research method will be used because it is appropriate to gather and
analyze the necessary information on the critical evaluation of liquidity branding strategy of
Jonson Matthey in terms of generating competitive advantage in the market place. It is also
appropriate to use qualitative and descriptive research method as it will provide proper
description, presentation, analysis and interpretation of overall evaluation of branding strategy of
Jonson Matthey in terms of generating competitive advantage in the market place There are
many categories of research such as expressive, qualitative, quantitative, analytical etc. This
investigate was run on the whole based on the qualitative and quantitative foundation.
Qualitative investigate mostly deals by means of the hypothetical aspect of the topic matters. On
the supplementary hand quantitative investigate deals with the arithmetical computation and
good reason of the subject matters. For the higher stage of choice making investigator should
believe both the quantitative and qualitative aspect of the investigate problems.
3.2 Research philosophy
Research attitude is the expression connecting to the growth of information and the natural world
of that information. Positivism investigate attitude was follow in this investigate document. That
means the realism what is occurrence in the branding strategies of liquidity damage of penalty
clause was discussed based on the genuine in sequence and experience.
3.3 Data collection method
The researcher will collect required data by using a separate questionnaire. The analysis,
interpretations, findings and suggestions were done on the basis of the interview and the
surveyed data as well as by applying various statistical and graphical techniques. Data collection
methods-
Sample survey: A sample review is a learn that obtain information as of a separation of a
inhabitants, in order to approximation inhabitants attribute
Experiment: Experimentation is a forbidden revise in which the canvasser attempt to recognize
cause-and-effect relations. The learning is "forbidden" in the intellect that the canvasser wheel
(1) how subject are assign to group and (2) which treatment every assembly receives.
Questionnaires: forms which are completed and returned by respondents. An inexpensive method
that is useful where literacy rates are high and respondents are co-operative.
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Interviews: forms which are completed through an interview with the respondent. More
expensive than questionnaires, but they are better for more complex questions, low literacy or
less co-operation.
Data compilation is the majority essential for conduct the investigate and judgment the right
explanation of the investigate difficulty. Data compilation is relating to get together facts on or
after main and less important source. To collective data from side to surface examination and
meeting is called main data. As the primary data is additional dependable this investigate paper
was conduct on the foundation primary data to acquire real senerio of the efficiency of the
liquidity damage of penalty clause in the united kingodm . Also the secondary information was
used on or after a variety of foundation which is obtainable in companies website who were
affected by the cause of liquidity damage. The facts and information was composed from side to
side surveillance and individual interview by means of the prearranged opinion poll . The survey
was close ended and 10 minutes occasion was known to the respondants for charitable the
answers of the queestions.
The resercher has taken the survey and interview methods of data collcetion for this study. this
reserch is based on the survey method of data collcetion.
3.4 Sampling method and population
The researcher will use random sampling technique to collect required data where the different
customers and businessmen and higher level and middle level employees are target populations.
The researcher has taken total target population of 4,000 personals including employees of the
company who are holding different positions Johnson Matthey marketing department. The
sample size is 50.
The investigation was based on the psychoanalysis of the efficiency of branding strategy of
Jonson Matthey in terms of generating competitive advantage in the market place. The populace
of this investigation was incomplete only employees. The full population was 4000 personals of
different employees and customers of those companies. These personals were the business
persons, customers of the Johnson Matthey. The investigator has completed purposive sample
techniques for satisfying the reason of the learning. The investigator has interviewed 25
personals from the Johnson Matthey marketing department and 50 customers persons of general
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people who make contract. The majority of the respondents were the customers persons of the
company Johnson Matthey in the United Kingdom
3.5 Accessibility issues
List of the most important employees of Johnson Matthey.
List of important people who are the regular customers of the company.
List of branding agents of the companies who have the liability to develop innovative
branding strategy of Johnson Matthey.
3.6 Ethical issues
As the study is based on branding and obtaining confidential company data, ethical consideration
must be prioritized. Altough the task is diffcult but the researcher will try utmost and will not
adopt any unethical approach to acculmuate required data. The reaserch has tried to mainatin the
ethical consideration of the reaserch paper and data was collected by phisically visitation of the
reseracher.
The objective of this investigation paper is to bring together information and data about the
efficiency of the branding startegies and its competivtive market advantges and to create in case
of the effectiveness in brand promotion system. This investigation needs to create a enormous
attempt to gather information on this announcement for the reason that this is not incomplete into
a on its own association. The canvasser will right of entry to the respondents by asking their
meeting of meeting occasion. This procedure will be complete from side to side charitable
official communication or transfer e-mails to all the objective population for asking their
interviews concerning the effictiveness of branding startegy and its competitve market advantges
of Johnson.The investigation must uphold the ethical question in this look upon .
If investigation does not preserve ethical deliberation, the respondent citizens may go down in
threat in their vocation or they may be unable to discover their attention for additional as long as
data. So, ethical deliberation will be obliging to preserve solitude of the investigation data and
making investigation reason more productive. As a investigation, the logistical and ethical issues
be supposed to be stringently followed to bring achievement of the learning and maintaining its
suitability.
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3.7 Data analysis plan
After collecting the completed questionnaire and all data, it has to be tabulated. There are various
approaches to analyze the data such as SPSS software, Microsoft Excel. The researcher will use
graphical techniques for data analysis.
3.8 Research limitations
Even though the investigation is trying firm and essence to construct the statement more precise
and more accurate but in attendance are a number of factors which are further than the
investigation capability. The investigation faced a numeral of problems at the same time as
conduct statement on such imperative and multifaceted topics since of which the investigator
was not capable to in attendance the statement to the tremendous point of accurateness. These
kinds of harms are the result of a variety of unmanageable aspects on which canvasser have no
ability to create it or to modify it at preferred level. Some of the limits are enumerate in
underneath:
The sample population is limited in terms of its range and composition.
Response related error may be occurred as the respondents may not be interested to
provide actual data.
Information confidentiality by Jonson Matthey
Lack of experience of the researcher.
Time and cost limitation
Limited simple size.

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Chapter-04
Data Analysis, Interpretation and Results

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4.1 Data Analysis and Interpretation
The distinctive and comprehensive Questionnaire has been designed to get the detailed
information on the branding of Johnson Matthey. Questionnaire on Johnson Matthey are
designed to grasp information from brand managers, brands developers, strategic brand
marketing officials and customers of the company. The researcher was trying to grasp more
detailed information about overall strategic branding and it and to find out of effectiveness and
limitation. The researcher has tried to make the question in easy and more presentable way so
that respondent can easily answer. In first stage the researcher tried to evaluate overall
distribution system by evaluating some direct or important factors related to distribution system.
After evaluating important aspects the researcher went in depth while he considered and
highlighted all the relevant issues regarding branding. The questionnaire of the researcher about
the strategic branding of Johnson Matthey basically highlighted on the following important brand
related items of the company:
branding strategies of the Johnson Matthey needs to be modified to achieve competitive
advantages
Johnson Matthey branding has proper market vision.
To find out companys branding strategy brings market competitive advantages.
To find out that Johnson Matthey is facing enough challenges to build up its product
brand
To find out all elements of branding strategies of Johnson Matthey integrate with each
other.
To find out what brand management strategies of the company need to be changed to
ensure competitiveness of the branding.
To find out branding strategies of the Johnson Matthey is distinct and comprehensive
enough in terms of achieving competitive advantages.
To find out what level of branding strategies Johnson Matthey take into account all
cultural aspects.
To find out Johnson Matthey brand management.
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This data presentation and analysis of the research is based on the survey of the branding
strategies of company. The researcher has gained knowledge and data on the branding
strategies and its competitive market advantages of the Johnson Matthey and here, the
researcher will analyzed all the collected sample survey of respondents here-
Data presentation and elucidation
Statement-1
Question Strongly
agree
Agree neutral disagree Strongly
disagree
Do you think that Johnson
Matthey branding has proper
market vision?
20 10 8 8 4

Graphical presentation

Figure: Johnson Matthey branding has proper market vision (Source: Survey)

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Interpretation: We see that Johnson Matthey has proper market vision. It is because most of
the peoples about more than 40% people strongly agree that the branding of Johnson Matthey
has proper market vision. Out of 50 more than 20 people agree that Johnson Matthey branding
has proper vision. About 20% percent respondents normally agree that the branding of the
company have proper market vision. About 60% percent respondents are neutral, 60% normally
disagree and remaining 8% strongly disagree that the branding of the company has proper market
vision. In this case the company is clearly ahead than their competitors.

Statement-2
Question Strongly
agree
disagree
Do you think that branding
strategy of Johnson Matthey
brings market competitive
advantages?
22 15 8 3 2

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Figure: branding strategy of Johnson Matthey brings market competitive advantages (Source:
Survey)

Interpretation of the statement 02: It is obvious that branding strategy of the company
significantly helps to achieve the competitive advantages over the rivals. We see that about 44%
strongly agree that Johnson Matthey branding significantly helps the company to achieve the
competitive advantages, about 30% normally agree that Johnson Mattheys branding strategies
ensure competitive advantages for the company. About 60% people neutral about the statement.
On the other hand, about 6% percent peoples strongly disagree and remaining 4% people
normally disagree with the statement. Finally we see that majority respondents expressed their
view that branding strategy of Johnson Matthey brings market competitive advantages. The
percentage is more than 75%.

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Statement-3
Question Strongly
agree
disagree
Do you think branding
strategies of the Johnson
Matthey needs to be modified
to achieve competitive
advantages?

15 20 5 8 2

Figure: branding strategies of the Johnson Matthey needs to be modified to achieve competitive
advantages (Source: Survey)
Interpretation of the statement 03: Most of the respondents said that branding strategies
of the Johnson Matthey needs to be modified to achieve competitive advantages. It is obvious
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that branding strategy of the company needs to be modified. Most of the respondents think that
some dimensions or if needed various dimensions of the branding strategies of the company
needs to be modified. We notice that about 30% strongly agree that branding strategies of the
Johnson Matthey needs to be modified to achieve competitive advantages and with the same time
about 40% branding strategies of the Johnson Matthey needs to be modified to achieve
competitive advantages. About 10% people neutral about the statement. On the other hand,
about 16% percent peoples strongly disagree and remaining 4% people normally disagree with
the statement. Finally we see that majority respondents expressed their view that branding
strategy of Johnson Matthey needs to be changed to achieve the competitive advantages over the
rivals. In the evaluation process of the brand we also notice at least in some cases the company
Statement-4
Question Strongly
agree
disagree
strategy of Johnson Matthey is
competitive enough over the
rivals?

10 14 5 16 5

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Figure: branding strategy of Johnson Matthey is competitive enough over the rivals
Interpretation of the statement 04: This statement shows different result. Here most of
the respondents think that branding strategy of Johnson Matthey is competitive enough over the
rivals. Basically the percentage is 60 to 40.
We notice that about 20% people strongly agree that branding strategy of Johnson Matthey is
competitive enough over the rivals and with the same time about 28% respondents expressed
their view that they normally agree that branding strategies of the Johnson Matthey is
competitive enough over the rivals. About 10% people neutral about the statement.
On the other hand, about 32% percent peoples strongly disagree and they think that branding
strategy of Johnson Matthey is not competitive enough over the rivals. They also said that they
can be competitive if they can ensure significant changes in their brand presentation and brand
management process. And remaining 10% people normally disagree with statement that is
branding strategy of Johnson Matthey is not competitive enough over the rivals. Finally we see
that majority respondents expressed their view that branding strategy of Johnson Matthey needs
to be changed to achieve the competitive advantages over the rivals. In the evaluation process of
the brand we also notice at least in some cases the company needs to change some aspects of the
branding or brand management process of the company. needs to change some aspects of the
branding or brand management process of the company.

Statement-5
Question Strongly
agree
disagree
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Matthey is facing enough
challenges to build up its
product brand?

20 10 5 10 5

Figure: Johnson Matthey is facing enough challenges to build up its product brand (Source:
Survey)

Interpretation of the statement 05: To be successful and competitive brand integration is
also one of the key issues. The brand integration system of the company is to be integrated
significantly. In the research we notice that about 24% respondents strongly agree that all
elements of branding strategies of Johnson Matthey integrate with each other. It is to be noted
that most the respondents on this issues are internal and related with the company. the significant
rate that is about 46% people also expressed their view as they normally agree with the
statement. About 10% peoples were neutral as they did not know whether the all elements of
branding strategies of Johnson Matthey integrate with each other or not. On the other hand, about
30% respondents said that they strongly disagree with the statement that is all elements of
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branding strategies of Johnson Matthey integrate with each other and remaining 10% normally
disagree with the statement.
Finally we notice that, though most of the issues of the brand of the company is integrated but
still some important issues of the band is not integrated. For this reason about 50% respondents
strongly or normally agree with the statement and about 40% respondents strongly or normally
disagree with the statement and they think all elements of branding strategies of Johnson
Matthey are not integrated enough with each other.
Statement-6
Question Strongly
agree
disagree
Do all elements of branding
strategies of Johnson Matthey
integrate with each other?
12 23 5 15 5

Figure: branding strategies of Johnson Matthey integrate with each other (Source: Survey)
Interpretation of the statement 06: from the above diagram, we can see that 23
respondents are believed that Johnson Matthey elements of branding strategy are integrated with
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each other elements. On the other hand, 12 dependents show strongly agreed with this statement.
So, this situation is harmonious for the company. On the side of the coin, we can see that 15
respondents are not agreeing with the statement of the researcher. So this situation is concerning
for the company. So, the company should take the appropriate step in order to increase the
integrity of all marketing elements of the company in the market. If the company fails to do this,
it will be tough for the company to achieve its brand strategy in the market. So, the proper
authority of the company should take step to integrate the all elements of the branding strategy of
Johnson Matthew to get the market competitive advantages. If the company makes its elements
of branding strategies integrate each other, it will be possible for the company to provide unique
services in the market and it will be easy for the company to gain its market competitive
advantages because it functions of all branding elements will be easy to deliver in the market. So,
the company should take the correct steps in order to integrate its all branding elements of the
company.
Statement-7
Question Strongly
agree
disagree
Do you think that brand
management strategies of the
company need to be changed to
ensure competitiveness of the
branding?
25 15 3 4 3

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Figure: brand management strategies of the company need to be changed to ensure
competitiveness of the branding (Source: Survey)

Interpretation of the statement 07: from the above diagram, we can see that the
company should change its brand management strategy in order to be more competitive in the
market. As we can see that now every company is brining newer type of branding strategy in
each day. the respondents of the research study shows that 25 respondents strongly believe that
Johnson Matthey should change its branding strategy management in order to be more
competitive in the market. On the other hand, 15 individuals believe that they also should change
the brand management strategy in order to be more competitive in the present market. While
other few respondents, keep themselves silent and least the others keep disagree with the
statement. but to keep pace with the current market and to take the more facility of the current
market, it is necessary for the Johnson Matthey to bring new branding technique which help the
company to attract customers and make them loyal to the organization. if the effective steps are
taken in order to change its branding strategy in good ways, it will create new fields for the
company to attract its customers attention in the market.

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Statement-8
Question Strongly
agree
disagree
Do you think the process of
branding strategies of the
Johnson Matthey is distinct and
comprehensive enough in
terms of achieving competitive
advantages?
16 19 5 4 3

Figure: branding strategies of the Johnson Matthey is distinct and comprehensive enough in
terms of achieving competitive advantages (Source: Survey)
Interpretation of the statement 08: the above result shows that the process of Johnson
Matthey brand strategy in terms of achieving competitive advantages in the market is acceptable.
As 16 individuals show that their process of branding strategy within market is distinctive and
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they try to follow the distinctive ways to provide the services for the customers in the market. so,
on the other side of the coin, 19 individuals who agree with the statement but some respondents
show their result that their process of branding is not so distinctive in the market. They follow
the so called marketing branding strategy in the market which is concern for the company. the
proper authority of the company should be sincere enough to make their branding strategy more
distinctive from other companies in the market which help Johnson Matthey to gain its
competitive advantages in the market. The company should put its importance more on the
elements which help the company to be very much specific in its branding strategy and ways of
innovation that the company wants to provide in the market.

Statement-9
Question Strongly
agree
disagree
Matthey has good attributes of
its product brand?
14 19 4 9 4

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Figure: Johnson Matthey has good attributes of its product brand

Interpretation of the statement 09: attributes of the product brand help a company to
attract more and more customers in the market as well as to make them much loyal to the
organization. From the above situation, we can see that most of the respondents of the
questionnaire believe that Johnson Matthey has its good attributes of its product brand in the
market. While other 14 respondents firmly believe that Johnson Matthey has good attributes of
its product brand in the market. On the other side of the coin, 9 respondents disagree with the
statement which is the concern for the company. And other respondents remain silent in this
matter. So, the necessary actions should be taken by the marketing department of the Johnson
Matthey to make its product brand more attributing to its customers in the market. if the
company becomes successfully in this stage, it will be very much possible for the company to
take the competitive advantages in the market. so, right actions should be taken by the company
to boost up its market branding in the marker to remain the better position in the market and take
the full advantages of the advantages of branding and its competitive advantages over its
competitors in the market.

Statement-10
Question Strongly
agree
disagree
strategies Johnson Matthey
take into account all cultural
aspects?
13 17 4 11 5

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Figure: branding strategies Johnson Matthey take into account all cultural aspects (Source:
Survey)
Interpretation of the statement 10: to make a brand more successful in the market, a
company should take into account all cultures account because people of different regions have
their different tastes and different attitudes. so, all cultural features should be taken into account
by the brand management authority before making its strategic branding management decision.
form the above diagram, we can see that Johnson Matthey maintains or takes into account of all
cultures before making branding strategy, 13 respondents strongly believe that on the other hand,
17 respondents are agree with this statement. On the other side of the coin, 11 respondents
believe that Johnson Matthey does not take into account all its cultural features to make its
strategic brand decision of the company. there are also 4 respondents are strongly disagree with
this statement that Johnson Matthey take into account of all cultural features to make its strategic
branding decision of the company which is concern for the company. If the Johnson Metthey
branding authority or marketing department takes the correct step against this, it will be helpful
for the company in the market to gain its competitive market advantages over its competitors in
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the market. So the company should take correct steps in order to increase its passion of branding
to take all cultural elements before making any strategic branding strategy in the market.

Statement-11
Question Strongly
agree
disagree
Matthey has proper brand
management?
15 19 2 10 4

Figure: Johnson Matthey has proper brand management (Source: Survey)
Interpretation of the statement 11: to make a decision successful in the market, it is
necessary to make the decision with the good leader who can make good decision for the
company. The success of the branding management strategy of a company is largely dependents
on its management. A good management of the branding strategy cans huge benefit for the
companys branding strategy in the market. From the above situation, we can see that 15
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respondents of the statement in case of good branding management of the Johnson Matthey
strongly believe that it has good branding management system while 19 respondents are agree
with this statement. on the other side of the coin, 10 individual are disagree with this statement
and other for respondents are strongly disagree with this statement. So this situation is
concerning for the company. Although the overall respondents are good for the brand
management of the Johnson Matthey but other result is concerning about this matter. The brand
management authority of the company should take the correct steps in order to increase its brand
management strategy, if the company fails to do this, it will be tough for the company to take the
competitive advantages in the market. So the company should take the correct steps in order to
reduce its brand management deficiency in the market. if the company can ensure the good brand
management strategy in the market, it will be easy for the company to attract more and more
customers and make them loyal to the company to achieve its competitive market advantages
over its competitors in the marker.

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Chapter-5
Conclusion and Recommendation

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Conclusion
On the basis of the above data and analysis, it is proved that Johnson maatthey hs good brnding
strategies in the market and the compny are getting its competitive market advantages because of
its good branding strategies. The company is needed to upgrade its branding strategies more, if
the company wants to create more unique services in the market in regarding its branding.
Johnson Matthey is a public limited company which is operating its business all over the world.
The company is providing its precious services and products for its customers in the market by
successfully competition with its customers. Marketing department of the company is
responsible for its brand management in the market. Johnson Matthey has good branding strategy
which is providing the company its market competitive advantages over its competitors. its
branding strategy has some features that help the company to remain very much competitive in
the market. The company has good branding vision in the market which helps the company to
keep its branding focus on the core issues in the market. On the basis of its core issues it
develops its branding strategy in the market. its branding strategy provides the company to make
customers more and more loyal to the organization and at the same time, it helps the company to
attract the newer customers of another competitors to the Johnson Matthey. Over the years, the
company has been successful to integrate its elements of branding strategy to each other to cite
the benefits of the market. Now the company is enjoying its facilities of combination of its brand
marketing elements. The company has some distinctive features of its brand management which
helps the company to remain and gain the competitive advantages of the company. Johnson
Matthey is successfully exploiting its branding success over its competitors in the market.
Johnson Matthey has proper brand management facility in the market that provides the company
competitive facility. Its brand management team is skilled enough to develop and deliver good
brand strategy to gain the success over its competitors in the market. Johnson Matthey has also
good branding process strategy which helps the company to deliver innovative branding ideas in
the market and creates good governing of its branding strategy systems. While developing its
branding strategy perfect in the market, the company is also facing some challenges over its
competitors in the market. The more and more competitors are coming in the market with newer
ideas and new product branding. This situation is creating the challenging situation for the
company in the market. if the company takes the corrective steps in order to reduce some
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problems regarding its branding strategy such as putting more and more importance on the new
branding innovation and making soothing branding ideas that will help the company to gain its
much strong control over its market. So finally, it is provided that Johnson Matthey has its good
branding strategy in the market that helps the company to provide the constant competitive
advantages in the market over its competitors. For this reason, the company is able to fight with
its rivals in the competitive precious metals and catalyst industry market. Johnson Matthey has
been able to attract its customers mind and gain its competitive market advantages with the help
of its branding strategy which works as the corner stone for the company to remain focus in the
market competitive global market.

Recommendations
Some of the imperative recommendations which will be helpful for the branding strategic
leadership personnel to boost up the competitive branding strategy of Johnson Matthey are given
below:
The company should pay special attention on its brand positioning. It is one of the
important parts of the brand that describes what the organization does and for whom,
what the exclusive value is and how a customer benefits from buying the products and
services of the company. Brand positioning also differentiate the company from their
existing competitors.
The brand story of the company also needs to be modified as it should illustrate the
organization's history, along with how the organization adds value and credibility to the
brand. It also should usually include a summary of the products or services of the
company.
Brand promise is the most key fact on which the uniqueness of a brand and its
competitive advantage of an organization largely depend on. The company should come
up with their brand promise, simultaneously they need to consider and concentrate
expectations of the customers, employees, as well as partners. Every branding decision of
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the company should be weighed against the promise to be sure that it fully reflects the
promise.
The company should provide more concentration on every part of the branding process. It
is very much important as successful integration of various dimensions of the branding
largely depends on it.
The company also should use multiple channels for their brand. It is another big part of
being recognized as a distinctive, successful brand. It is the ability to successfully reach
to the consumers through the multiple channels. Perceptibly, Johnson Matthey as a larger
company should have an advantage gaining exposure because the company usually have
a bigger marketing budget and more accessible connection.
Johnson Matthey should plan a clear path to communicate and transit new dimensions,
new identity and new innovative distinctness.
The brand manage process of the company also should constantly try to add some
competitive issues. The brand management strategies of the company also need to be
distinguished enough over the rivals.
The company should modify some important dimensions of their branding. In this case
the company can also follow some of their competitors success strategies or they can
conduct extensive research to modify their branding.
Johnson Matthey also should ensure strong brand personality to make it more appealing
and well distinguished. Brand traits of the company also should illustrate what the
organization wants its brand to be known for. The company also should think about
specific personality traits the company wants prospects, employees, clients, as well as
partners to use to describe the organization.
The company should ensure consistency of the brand as when consumers come back to a
business for

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57 | P a g e

Appendix

Please take a few minutes to answer the following questions
Thank you
1. Do you think that Johnson Matthey branding has proper market vision?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree
2. Do you think that branding strategy of Johnson Matthey brings market competitive
advantages?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree

3. Do you think branding strategies of the Johnson Matthey needs to be modified to
achieve competitive advantages?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree

4. Do you think that branding strategy of Johnson Matthey is competitive enough over
the rivals?
a) Strong agree
b) Agree
c) Neutral
58 | P a g e

d) Disagree
e) Strong disagree

5. Do you think that Johnson Matthey is facing enough challenges to build up its product
brand?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree
6. Do all elements of branding strategies of Johnson Matthey integrate with each other?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree
7. Do you think that brand management strategies of the company need to be changed to
ensure competitiveness of the branding?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree

8. Do you think the process of branding strategies of the Johnson Matthey is distinct and
comprehensive enough in terms of achieving competitive advantages?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree
59 | P a g e

9. Do you think that Johnson Matthey has good attributes of its product brand?

a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree
10. Do you think that branding strategies Johnson Matthey take into account all cultural
aspects?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree
11. Do you think that Johnson Matthey has proper brand management?
a) Strong agree
b) Agree
c) Neutral
d) Disagree
e) Strong disagree

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