Articlediamond2023

BOTTLE TO BRAND: EXPLORING HOW EFFECTIVE BRANDING ENERGIZED STAR LAGER BEER'S PERFORMANCE IN A FIERCE MARKET

Kelechi Chidiebere Ihemereze · Awele Vivian Ekwezia · Nsisong Louis Eyo-Udo · Uneku Ikwue · Obinna Arize Ufoaro · Ese Eigbadon Oshioste +1 more

25 citations0/0 files storedEngineering Science & Technology Journal

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

This study explores the significant influence of effective brand management on the success of products in the market. The study examines the aspects of brand management that affect consumer loyalty and market acceptance using the beer Star Lager as a case study. Data were gathered using a descriptive research design and questionnaires given to 200 respondents in the Surulere neighbourhood of Lagos, Nigeria. The study's findings highlight how brand attributes like taste, cost, television ads, and sales promotions influence consumer acceptance and loyalty. The study refutes presumptions regarding the impact of promotional products on consumer spending. It is concluded that maintaining market leadership and fostering competitive advantage depends on a strategic approach to brand management. The paper provides some recommendations for manufacturers, including a focus on key brand components, consistency in essential brand elements, and a preference for product development and customer satisfaction Keywords: Brand Management, Product Performance, Customer Loyalty, Competitive Advantage, Consumer Satisfaction, Strategic Marketing, Promotional Strategies, Brand Consistency.

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References

2006Brands and Branding: Research Findings and Future Priorities 1996‘Building Strong Brands’2020Brands Taking a Stand: Authentic Brand Activism or Woke Washing?2011Enhancing Brand Equity through Flow and Telepresence: A Comparison of 2d and 3d Virtual Worlds1 2019Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness 2005THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION, MARKET ORIENTATION, AND BRAND ORIENTATION 2011Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch: Evidence from Banking Sector of Pakistan 2015Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

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