Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’ Perspective
International Review of Business Research Papers Vol. 4 No.1 January 2008
Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’ Perspective
A paper is aiming to investigate how to create brand perception and brand equity by using the different marketing communication tools. It also studies the relationship between brand perception and brand equity. This study is focused on baby accessory product in order to realize what working moms think, conceive, feel, and learn upon brands. Brand perception is consumers’ ability to identify the brand under different condition defined by their brand recognition or recall performance. On the other hand brand equity is the added value endowed to products and services. The research results show that brand perception of working moms for baby accessory products are different when considered by marketing communication program regarding above and below the line activities. In addition, brand perception and brand equity is positive relationship. This finding is value in how consumers aware and perceive effecting to brand acceptability and brand attitude by the different marketing programs.
Field of Research: Marketing communication of multinational brand toward Brand Perception & Brand Equity
1. Introduction
Recently, people have been changed attitude toward getting baby in one or two babies on maximum basis. These information relative with Thai Department of Provincial Administration that birth rate of Thailand in 2003 is 778,000 babies, 2004 is 823,000 babies and 2005 dropped to 810,000. With higher disposable income and with more affluent working parents having their first child related products has been increasing as well. These desires for parents are contributing to baby accessory product producers in positive ways. According to the Thai market segmentation of baby accessory products there are 4 segments consisted of super premium, premium, standard, and economy markets. The imported products from
Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’ Perspective
A paper is aiming to investigate how to create brand perception and brand equity by using the different marketing communication tools. It also studies the relationship between brand perception and brand equity. This study is focused on baby accessory product in order to realize what working moms think, conceive, feel, and learn upon brands. Brand perception is consumers’ ability to identify the brand under different condition defined by their brand recognition or recall performance. On the other hand brand equity is the added value endowed to products and services. The research results show that brand perception of working moms for baby accessory products are different when considered by marketing communication program regarding above and below the line activities. In addition, brand perception and brand equity is positive relationship. This finding is value in how consumers aware and perceive effecting to brand acceptability and brand attitude by the different marketing programs.
Field of Research: Marketing communication of multinational brand toward Brand Perception & Brand Equity
1. Introduction
Recently, people have been changed attitude toward getting baby in one or two babies on maximum basis. These information relative with Thai Department of Provincial Administration that birth rate of Thailand in 2003 is 778,000 babies, 2004 is 823,000 babies and 2005 dropped to 810,000. With higher disposable income and with more affluent working parents having their first child related products has been increasing as well. These desires for parents are contributing to baby accessory product producers in positive ways. According to the Thai market segmentation of baby accessory products there are 4 segments consisted of super premium, premium, standard, and economy markets. The imported products from
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