Understanding the value of field force to company brand

Abstract

Competition between brands is getting tougher year by year, and the need to be different grows with it. Having a field force promoting the brand directly to the consumers is a good way to build brand recognition and to get information from the consumers.

This study consists of two main parts: theoretical and empirical. The theoretical framework is built out of several different reputable sources and supported by Keller's Brand Resonance Model. Empirical data were collected by quantitative interview study of the customers in various retail stores. The interviews were quantitative but completed verbally to get the best result.

The research is completed for the benefit of RetailUnited and its current and potential customers to help them better understand the value of a sales force and improve the quality of the offered service.

As expected, having a field force has several benefits like raising brand awareness and receiving valuable information directly from the consumer.