Brand Loyalty, Awarness & Promotion
BRAND LAP- AN EMPIRICAL STUDY ON LOYALTY, AWARENESS, PROMOTION
INTRODUCTION
The term brand has become the buzzword of the twentieth century. Manufacturers, marketer and corporate think tank have left no stone unturned in coming up with the new and innovative brand strategies that have not only captivated customers but have led to paradigm shift in the who process of branding. Gone are the days when a ‘brand’ was meant to give recognition to a product or at the most to a company. The 21st century has revolutionized the meaning of the term brand and has added a whole new array of dimensions to it like lifestyle branding, Retro branding, Employer branding, brand gendering etc. Though the whole world is now in the brand bubble wrap it is the Gen Y that has actually brought about the brand revolution. The maxim “let the buyer beware” has been replaced by “the customer is king” to suit to the needs of the Gen Y. This paper attempts to analyse the level of brand awareness that exists among Gen Y and the role of advertisement in creating such awareness.
BRAND AWARENESS: Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link it to the brand name, logo, and jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller).
THE OBJECTIVES OF THE STUDY: * To examine if demographic variables have an influence on establishing a brand loyalty. * To quantify the levels of customer awareness about brands existence. * To understand the role of advertisements in creating brand awareness.
LIMITATIONS OF THE STUDY: 1. The time allotted for the study is only 2 months,
INTRODUCTION
The term brand has become the buzzword of the twentieth century. Manufacturers, marketer and corporate think tank have left no stone unturned in coming up with the new and innovative brand strategies that have not only captivated customers but have led to paradigm shift in the who process of branding. Gone are the days when a ‘brand’ was meant to give recognition to a product or at the most to a company. The 21st century has revolutionized the meaning of the term brand and has added a whole new array of dimensions to it like lifestyle branding, Retro branding, Employer branding, brand gendering etc. Though the whole world is now in the brand bubble wrap it is the Gen Y that has actually brought about the brand revolution. The maxim “let the buyer beware” has been replaced by “the customer is king” to suit to the needs of the Gen Y. This paper attempts to analyse the level of brand awareness that exists among Gen Y and the role of advertisement in creating such awareness.
BRAND AWARENESS: Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link it to the brand name, logo, and jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller).
THE OBJECTIVES OF THE STUDY: * To examine if demographic variables have an influence on establishing a brand loyalty. * To quantify the levels of customer awareness about brands existence. * To understand the role of advertisements in creating brand awareness.
LIMITATIONS OF THE STUDY: 1. The time allotted for the study is only 2 months,