Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’ Perspective

Topics: Brand, Brand management, Marketing Pages: 11 (3604 words) Published: August 8, 2010
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 Europe such as Avent, Chicco, and Piyo Piyo are the super premium market. Premium segment has Pigeon dominated this segmentation. Natur, Pur’, Disney, and Angle stony are in the standard market. The economy market represented with many brands such as Ju Ju, Joob, Toddy, and Pencil. Criteria of market separating by price point positioning of each product. (Marketing plan 2007, of Moong Pattana Marketing Co.,Ltd, Solely distributor of Pigeon Brand in Thailand) ___________________________ *Dr. Phusit Wonglorsaichon, School of Business, University of the Thai Chamber of Commerce. Email : **Paitoon Sathainrapabayut, School of Graduate Studies, Master of Business Administration (International Business), University of the Thai Chamber of Commerce Email :

Wonglorsaichon & Sathainrapabayut


According to the competitive market, the producers implement the marketing communication on both above and below the line activities to create the brand perception and brand equity to stimulate the customer loyalty. The return of marketing communication investment in translated into not only the tangible assets but also intangible assets such as brand awareness, image, and loyalty. The main customers for the baby accessory products are separated into two groups. Firstly, the end-users are the babies who are unable to make the decision to buy which brand. They are not affected by any marketing communication programs and they did not perceive the brand of their uses. Opposite to the second group, the moms who are the decision makers to purchase products to their baby based on the perception of good quality products and the brand of product. They might not have any loyalty if they think the new one is better than existing products that they used. The marketing program for both above and below the line will differently affect the decision of working moms to buy the products to their babies. Therefore, the marketers of baby accessory...

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