Branding and Consumer Behavior

The following survey is designed in order to assist me with my dissertation, which aims to evaluate the use of an organisations branding techniques and how consumer behavior effects their decisions. I would greatly appreciate it if you would take your time to complete it and take consideration when answering the following questions. Just in case any of you are unfamiliar with the term 'branding' here is an explanation:

"The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme".

Thank you!

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1. Virgin Atlantic
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This first section is going to focus on the importance of branding for Virgin Atlantic.

1. Please rank the importance of each of the advertising techniques used by Virgin Atlantic in accordance to what you feel is the most effective for the airline by using the rating scale given. *

	Most Effective	Effective	Neutral	Ineffective	Most Ineffective
Television Advertisements	Television Advertisements Most Effective	Television Advertisements Effective	Television Advertisements Neutral	Television Advertisements Ineffective	Television Advertisements Most Ineffective
Brand Slogan	Brand Slogan Most Effective	Brand Slogan Effective	Brand Slogan Neutral	Brand Slogan Ineffective	Brand Slogan Most Ineffective
Brand Logo	Brand Logo Most Effective	Brand Logo Effective	Brand Logo Neutral	Brand Logo Ineffective	Brand Logo Most Ineffective
Billboards	Billboards Most Effective	Billboards Effective	Billboards Neutral	Billboards Ineffective	Billboards Most Ineffective
Newspaper Advertisements	Newspaper Advertisements Most Effective	Newspaper Advertisements Effective	Newspaper Advertisements Neutral	Newspaper Advertisements Ineffective	Newspaper Advertisements Most Ineffective
Radio Advertisements	Radio Advertisements Most Effective	Radio Advertisements Effective	Radio Advertisements Neutral	Radio Advertisements Ineffective	Radio Advertisements Most Ineffective
Livery (uniform)	Livery (uniform) Most Effective	Livery (uniform) Effective	Livery (uniform) Neutral	Livery (uniform) Ineffective	Livery (uniform) Most Ineffective
Brand Representative (Richard Branson)	Brand Representative (Richard Branson) Most Effective	Brand Representative (Richard Branson) Effective	Brand Representative (Richard Branson) Neutral	Brand Representative (Richard Branson) Ineffective	Brand Representative (Richard Branson) Most Ineffective
Posters/Leaflets	Posters/Leaflets Most Effective	Posters/Leaflets Effective	Posters/Leaflets Neutral	Posters/Leaflets Ineffective	Posters/Leaflets Most Ineffective
Booklets/flyers	Booklets/flyers Most Effective	Booklets/flyers Effective	Booklets/flyers Neutral	Booklets/flyers Ineffective	Booklets/flyers Most Ineffective
Social Media	Social Media Most Effective	Social Media Effective	Social Media Neutral	Social Media Ineffective	Social Media Most Ineffective
Online Advertising	Online Advertising Most Effective	Online Advertising Effective	Online Advertising Neutral	Online Advertising Ineffective	Online Advertising Most Ineffective
Mobile Advertising	Mobile Advertising Most Effective	Mobile Advertising Effective	Mobile Advertising Neutral	Mobile Advertising Ineffective	Mobile Advertising Most Ineffective

2. Which factor do you think is the most recognisable/well known when referring to Virgin Atlantic? *

	Most Recognisable	Recognisable	Neither	Unrecognisable	Most Unrecognisable
Their Color (red)	Their Color (red) Most Recognisable	Their Color (red) Recognisable	Their Color (red) Neither	Their Color (red) Unrecognisable	Their Color (red) Most Unrecognisable
Livery/Uniform	Livery/Uniform Most Recognisable	Livery/Uniform Recognisable	Livery/Uniform Neither	Livery/Uniform Unrecognisable	Livery/Uniform Most Unrecognisable
Quality of the Product	Quality of the Product Most Recognisable	Quality of the Product Recognisable	Quality of the Product Neither	Quality of the Product Unrecognisable	Quality of the Product Most Unrecognisable
Price	Price Most Recognisable	Price Recognisable	Price Neither	Price Unrecognisable	Price Most Unrecognisable
TV advertisements	TV advertisements Most Recognisable	TV advertisements Recognisable	TV advertisements Neither	TV advertisements Unrecognisable	TV advertisements Most Unrecognisable
Brand Owner (Richard Branson)	Brand Owner (Richard Branson) Most Recognisable	Brand Owner (Richard Branson) Recognisable	Brand Owner (Richard Branson) Neither	Brand Owner (Richard Branson) Unrecognisable	Brand Owner (Richard Branson) Most Unrecognisable
Brand Logo	Brand Logo Most Recognisable	Brand Logo Recognisable	Brand Logo Neither	Brand Logo Unrecognisable	Brand Logo Most Unrecognisable
Brand Slogan	Brand Slogan Most Recognisable	Brand Slogan Recognisable	Brand Slogan Neither	Brand Slogan Unrecognisable	Brand Slogan Most Unrecognisable

6. Based ONLY on their marketing techniques who do you believe to be the main target market for Virgin Atlantic? In other words who are they trying to attract? *

Business Travelers
Leisure Travelers

Branding and Consumer Behavior

1. Virgin AtlanticPage 1 of 5

1. Please rank the importance of each of the advertising techniques used by Virgin Atlantic in accordance to what you feel is the most effective for the airline by using the rating scale given. *

2. Which factor do you think is the most recognisable/well known when referring to Virgin Atlantic? *

3. 'The general crux of the complaints from viewers was that the adverts by Virgin Atlantic were offensive because they were sexist and presented a stereotypical view of gender roles.' How far would you agree with this statement about Virgin Atlantic’s TV adverts? *

5. With regards to Virgin Atlantic’s advertising techniques, do you agree that they are effective? *

6. Based ONLY on their marketing techniques who do you believe to be the main target market for Virgin Atlantic? In other words who are they trying to attract? *

7. Do you agree that Virgin Atlantic is one of the leading brands in the airline industry? *

1. Virgin Atlantic
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