Article2011

Understanding brand identity confusion

62 citations0/0 files storedMarketing Intelligence & Planning

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Perception and Purchasing Behavior

Abstract

Purpose The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit. The main aim of this research is to unveil the consumer perception about Cinthol and to understand the importance of brand identity of a product and the factors influencing it. Design/methodology/approach A descriptive study was conducted in the age group of 21‐55 years to ascertain the perception change in the brand identity of Cinthol, its brand personality, its awareness levels, its usage pattern, its promotional campaigns and the factors influencing the buying behavior of the consumers. Findings It was also observed that most of the respondents identified Cinthol as a family soap closely followed by male soap, though the difference between the two was not significant. Company is projecting this brand as male's soap overall satisfaction and loyalty, hence the ultimate outcomes. Practical implications The view presented in this paper is drawn from the marketing research perspective but question raised should be of great interest to practitioner as well. The work outlined should provide a marketing manager with a clear view and understanding of brand identity and image. Originality/value This brand identity and brand image study should help the brand to assess the impact of change in brand personality. Frequent changes may affect the brand image due to identity crisis.

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References

1986Strategic Brand Concept-Image Management 2000Organizational Identity, Image, and Adaptive Instability 2001Corporate branding and corporate brand performance 1999Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation 1999The Dark Side of Long-Term Relationships in Marketing Services 2005An exploration of the brand identity–brand image linkage: A communications perspective 1985What's In An Image 2005INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions

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