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1. RESEARCH
THE INFLUENCE OF MARKETING AND PROMOTIONAL STRATEGIES
ON THE IMAGE OF THE BRAND – A CASE OF ETISALAT COMPANY

2. RESEARCH BACKGROUND
• Branding is considered to be the basic backbone of the marketing for any organization or product and it offers a
cohesive feel to the entire media throughout by developing different aspects like logo, color scheme, tag line and the
overall message that the brand looks to convey to the consumers which specifically persuade the customers to engage
with the brand
• Development of the brand includes the alignment of your brand with the objective of the business, communicating the
specific brand to the market and strengthening or updating the brand as necessary over a sustainable period of time
• It is a strategic process of developing and distinguishing the overall image of the company, its product or services from
the market competitors over the period of time.
• Brand image of the organization does not develop in a short span of time but it takes a consistent effort for the
organization to develop a comprehensive brand image over the period of time which eventually develops the brand
image.

3. AIMS AND OBJECTIVES
• - To assess the overall importance of brand image on the brand equity
• - To evaluate how the brand image of the organization is improved over the period of time
• - To analyze how the efficient and effective marketing specifically improves the overall brand
equity of the product or company.
• - To evaluate how Etisalat Company Limited through efficient and effective marketing strategies
develops such a massive brand in the industry in different parts of the world.

4. RESEARCH METHODOLOGY
• .
Research Philosophy Interpretivism Research Philosophy
Research Design Explanatory Research Design
Research Approach Deductive Research Approach
Research Strategy Qualitative Research
Data Collection Method Primary Data Collection, Semi Structure Interview
Data Analysis Method Thematic Analysis
Sampling Technique and Sample Size Convenience data sampling technique and Sample
Size to be 15 units

5. RESEARCH FINDINGS
• Importance of Brand Image and Brand Equity
Brand image and brand equity have a significant impact upon the overall success of the organization
• Improvement in the Brand Image of Etisalat
Etisilat’s brand image has considerably improved
• Improved Brand Image of Etisalat Result in Competitive Edge for Company Against its
Competitors
Success of the corporation is not merely because of the brand image but rather the quality of services the
entity offers to its customers over time.

6. • Efficient and Effective Marketing Strategy Builds the Brand Image of Etisalat
It is majorly believed that Efficient and effective marketing strategy of the Etisalat Corporation has allowed the entity to
develop a comprehensive brand image over the period of time in an efficient and effective manner
• Effective Marketing Strategy and Efficient Quality of Service Developed the Brand Image of Etisalat
Along with the efficient marketing strategy, majority of the participants believe that efficient quality of services is
considered to be the key in the development of the brand image
• Diversified Marketing Tools Allows Etisalat to Develop a Substantial Brand in the Industry
Overall, it has been noticed that Etisalat is able to Develop a Substantial Brand in the Industry

7. CONCLUSION
Brand image and brand equity is considered to be one of the major tools for the overall success of the organization
Entity cannot achieve a substantial success without developing a significant brand over the period of time particularly in the case
when the business operations directly involve the customers and company interaction.
The overall brand image of the Etisalat Corporation has significant improved over a long period of time.
The entity’s brand image improves as the entity devise marketing strategy and the quality of service which are major reasons for
efficient brand image over time
Etisalat has achieved a significant competitive edge against the other competitors in the industry.
Efficient and effective marketing strategy of the company allows the entity to develop the brand image of the Etisalat Corporation
over the period of time.
Effective marketing strategy is specifically not sufficient or effective in order to develop the brand image of the company but it also
requires to maintain the overall quality of the product or services for the company to maintain the brand image for a sustainable
time period.

8. RECOMMENDATION
• Invest in marketing and branding as only then it can achieve its target of expanding its business
operation to the new heights and allows the entity to achieve recognition at a relatively large scale.
• Entity branding does not only determines the profitability of the company but it is necessary that the
entity must also look to ensure that the quality of the product and services.
• Entity must employ the after sales services or regular customer care services to be efficient and
effective by the entity

9. ACQUISITION OF SKILLS DURING THE RESEARCH
This Research has done a great deal in improving my skills set some of which are as
follows:
• I have improved my searching skills and develop a skill of carrying out an
extensive research on a specific topic.
• This Research Allows me to understand Complex Ideas
• It also helps me in understanding underlying assumptions
• It allows me to acquire a skill of connecting different ideas.
• It allows me to comprehend the Credibility of the different Sources.

10. PROPOSED IMPROVEMENT IN THE STUDY
I Have Analyzed that this particular research could further be improved through the
following steps
• This research could be improved if we could compare how the employees of
other companies perceive about the brand image.
• This research could also be improved if the sample size of the respondents could
be enhanced.
• There could be other aspects of the marketing could also be covered in the study
like the tools which creates brand image.

11. The End