ROLE OF RESEARCH AND DEVELOPMENT ON BRAND IMAGE OF A FIRM

Abstract

One of the biggest challenges that organizations face is keeping their research and development up to date with current market requirements. I explore the relationship between this research and development and a firm’s brand image. A function that gives a firm an advantage in the international market is the global reach and appeal of its brands. MNCs look at global branding to remain competitive. I explore how firms organize their research and development activities and their impact on brand concept management. My research tackles the important relationship between R&D and branding activities and investigates how an organization’s market position can improve significantly by aligning them according to organizational objectives to achieve optimal performance. I try to understand how a firm uses R&D to enhance and maintain its brand image. This research focuses on major research topics in the global branding literature such as international branding strategy, brand positioning, brand origin, brand image and brand performance while considering R&D as an independent variable. For research, i used questionnaires handed out to people in different industries and fields of work and concluded that research and development had great importance towards a firm’s branding decisions