A critical evaluation of the impact of branding strategy of Johnson Matthey on its competitive advantage

A critical evaluation of the impact of branding strategy of Johnson Matthey on its competitive advantage2014Kabir[Type the company name]1/1/2014

A StudyOnA critical evaluation of the impact of branding strategy of Johnson Matthey on its competitive advantage

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 which benefits the corporation to be exclusive in the marketplace and gain modest compensations ended its players in the indicator(Creswell, 2008).

ContentsChapter-015Introduction51.1 Introduction61.2 Rationale of this Study71.3 Research aims81.4 Research objectives91.5 Research questions91.6 Research Hypothesis9Chapter-210Literature Review10Literature Review112.1 Brand & Branding112.2 The Evolution of brand122.3 characteristics of a successful brand and its role on achieving competitive advantage132.4 Role of brand on influencing customers, customer generation and competitive advantages152.4 Dimensions of Branding162.6 Market Power of Branding182.7 Branding, Customer Loyalty and Brand Equity18Chapter-0320Research Design and Methodology20Research Design and Methodology213.1 Type of investigation213.2 Research philosophy223.3 Data collection method223.4 Sampling method and population223.5 Accessibility issues233.6 Ethical issues233.7 Data analysis plan:243.8 Research limitations24Chapter Four26Data Analysis, Interpretation and Results264.1 Data Analysis and Interpretation27Data presentation and elucidation29Data Analysis41Interpretation of the statement 0141Interpretation of the statement 0241Interpretation of the statement 0342Interpretation of the statement 0442Interpretation of the statement 0543Interpretation of the statement 0643Interpretation of the statement 0744Interpretation of the statement 0844Interpretation of the statement 0945Interpretation of the statement 1045Interpretation of the statement 1146Chapter-547Conclusion48Recommendations50References52

Chapter-01Introduction

1.1 Introduction

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 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.

1.2 Rationale of this StudyBranding 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 issueBranding 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. c) Reasons of Branding Issue NowBranding 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 ResearchSome 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 aimsEvery 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-1. To evaluate the process of branding strategy of Johnson Matthey.1. To investigate out the brand management of the company (Creswell, 2008).1. To find out the competitiveness of the branding of Johnson Matthey.1. To evaluate the challenges of the branding of Johnson Matthey. 1.5 Research questionsQ1. 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 HypothesisCertain 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

Chapter-2Literature Review

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 & BrandingAccording 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 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 brandAccording to Manohar David (2007), 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). 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 BrandingAccording 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 ExperienceDebbie 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, etcBrand 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 CultureThe 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 CommunicationsAccording 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 InnovationsAccording 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 brand2.5 Market Power of BrandingMore 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

2.7 Branding, Customer Loyalty and Brand EquityThe 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.

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).

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 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 advantagesThe 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 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 persuasion2. 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.

Chapter-03Research Design and Methodology

3.1 Type of investigationQualitative 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 philosophyResearch 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 methodThe 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 attributeExperiment: 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.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 populationThe 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 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 issuesAs 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.3.7 Data analysis planAfter 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 limitationsEven 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.

Chapter-04Data Analysis, Interpretation and Results

4.1 Data Analysis and InterpretationThe 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. 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-1Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that Johnson Matthey branding has proper market vision?2010884

Graphical presentation

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

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-2Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that branding strategy of Johnson Matthey brings market competitive advantages?2215832

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%.

Statement-3Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think branding strategies of the Johnson Matthey needs to be modified to achieve competitive advantages?

1520582

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 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 companyStatement-4Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that branding strategy of Johnson Matthey is competitive enough over the rivals?

10145165

Figure: branding strategy of Johnson Matthey is competitive enough over the rivalsInterpretation 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-5Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that Johnson Matthey is facing enough challenges to build up its product brand?

20105105

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 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-6Question Strongly agree Agree neutraldisagreeStrongly disagree

Do all elements of branding strategies of Johnson Matthey integrate with each other?12235155

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 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-7Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that brand management strategies of the company need to be changed to ensure competitiveness of the branding?2515343

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.

Statement-8Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think the process of branding strategies of the Johnson Matthey is distinct and comprehensive enough in terms of achieving competitive advantages?1619543

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 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-9Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that Johnson Matthey has good attributes of its product brand?1419494

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-10Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that branding strategies Johnson Matthey take into account all cultural aspects?13174115

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 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-11Question Strongly agree Agree neutraldisagreeStrongly disagree

Do you think that Johnson Matthey has proper brand management?15192104

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 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.

Chapter-5Conclusion and Recommendation

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 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.

RecommendationsSome 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 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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Appendix

Please take a few minutes to answer the following questionsThank you1. Do you think that Johnson Matthey branding has proper market vision?a) Strong agree b) Agree c) Neutral d) Disagreee) Strong disagree2. Do you think that branding strategy of Johnson Matthey brings market competitive advantages?a) Strong agree b) Agree c) Neutral d) Disagreee) 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) Disagreee) 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 d) Disagreee) 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) Disagreee) Strong disagree6. Do all elements of branding strategies of Johnson Matthey integrate with each other?a) Strong agree b) Agree c) Neutral d) Disagreee) Strong disagree7. 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) Disagreee) 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) Disagreee) Strong disagree9. Do you think that Johnson Matthey has good attributes of its product brand?

a) Strong agree b) Agree c) Neutral d) Disagreee) Strong disagree10. Do you think that branding strategies Johnson Matthey take into account all cultural aspects?a) Strong agree b) Agree c) Neutral d) Disagreee) Strong disagree11. Do you think that Johnson Matthey has proper brand management?a) Strong agree b) Agree c) Neutral d) Disagreee) Strong disagree

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