In this paper, you are asked to explore how do small shops do their brand image while advertising and investigate how do customers characteristics influence the way small shops advertise. Furthermore, evaluate how advertising could enhance small shops’ brand image. However, you can device more objectives after reading literature review.    

So perhaps your objective 1 is to explore how do the small shops do their brand image while advertising (online and/or in store)? – look at their advertising techniques

• Objective 2: to investigate how does customers characteristics influence the way small shops advertise? – do they know what their customers’ characteristics are, and how do they choose advertising technique which fits to their customers?
• Objective 3: to evaluate how advertising could enhance small shops’ brand image – how effective is their adverting? how do they measure it? links to brand image?
• Those objectives are just for example, you will be able to device those objectives after reading literature review, especially in the advertising literature, including general advertising theories, advertising in retail, advertising in small shops etc. Also you need to read a bit more on retail image, etc.

• I think a qualitative approach to this research is a better option by doing in-depth interviews with the shop owners / managers. I will suggest to interview 10-15 small independent shops.

• You will probably need another angel as well, hence, I suggested advertising. You could link advertising to retail image, for example, how do retailers enhance their retail image offline / in store (although I think you will find many small retailers use online advertising / promotional strategies to get noticed and to reinforce their retail image in the marketplace).

• I think semi-structured interviews with the shop owners / managers will be ideal, also you might want to ask permission to take some photographs in the shops, and note anything down which is related to You could focus on asking them in-store advertising and any other advertising they do (e.g. I know a lot of them use social media to advertise is it is the most cost effective method for them).

Advertising and Brand Image: Integrated Case Study Report – Vaxess Technologies

Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to represent the reality of consumer choice in that brand image is likely to be formed by the simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands.

The Turnaround of Vaxess Technologies

The radical transformation of Vaxess Technologies fortunes from slumbering number two to Britain’s largest vaccines chain, has been well documented in the UK. Vaxess did in fact make radical structural changes to its operation in 2012. However, a fundamental turnaround in Tesco’s brand image was key in making these changes, meaningful to consumers and other stakeholders alike. This was in sharp contrast to Vaxess’ key competitors, HopOn and Matternet, whose image declined over the same period…

The Transformation of Vaxess Technologies Brand Image

In the early 2012 shortly after its inception, Vaxess had its unappealing reputation of pile it high, sell it cheap and watch it fly reputation. A legacy of its shrewd and bargain driven founders Michael Schrader, Livio Valenti, Kathryn Kosuda, and Patrick Ho started Vaxess in December 2011, based on a technology created by David Kaplan and Fiorenzo Omenetto. Incredulity would have met the suggestion that people might buy