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Building Brand Power
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2017 IOP Conf. Ser.: Mater. Sci. Eng. 197 012071
(http://iopscience.iop.org/1757-899X/197/1/012071)
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Frontiers in Automobile and Mechanical Engineering IOP Publishing
IOP Conf. Series: Materials Science and Engineering 197 (2017) 012071 doi:10.1088/1757-899X/197/1/012071
BUILDING BRAND POWER
Lakshmi S1 and Dr.Muthumani S2
1Research Scholar, Sathyabama University, Chennai, Tamil Nadu, India
2Research Guide, Sathyabama University, Chennai, Tamil Nadu, India
Email: messagetolakshmi@gmail.com
E.mail:dr.s.muthumani@gmail.com
ABSTRACT
Brand power is established through brand awareness. It’s all about making consumers familiar
about their products and services. Marketing strategies should make the customers extend the
positive approach towards brand and continue through repeated purchases. There is a triple
perspective approach to investigate the brand awareness in this research. The brand awareness
and brand equity are studied and the relationship between those are analyzed. This also drills
down about the brand performance and knowledge with awareness which tries to find out the
brands value and utility among the public. Continuous improvement on package design,
quality and buying experience will lead to customer loyalty and preference. Branding should
happen though creative ads, eye catchers and special campaigns. Brand awareness is the extent
to which consumers are familiar with their product or services. Power of a brand is resides in
the minds of the customers. To build a strong brand, it is one of the great challenge for the
marketers to ensure that customers have the right experiences with products and services and
various marketing programs. So that tenderness, beliefs, perspective, perception and so on
linked to the brand. If we are presenting the brand with no enthusiasm or spunk, people are
going to forget about our brand. Even though that may seem harsh, it’s the naked truth in
today’s marketing world. Brand must reach out to the community by special events, creating
campaigns to keep the brand relevant also offer customer a unique experience. Here we study
about the brand consciousness and to identify the cohesion between brand awareness with
knowledge and performance and also to assess the effect of brand awareness on consumer
purchase. In this study we necessary statistical tools like chi-square test ad t- test has been used
to analyse the collected data. It is highly recommend to increase brand awareness, the
marketers are constantly required to build brand awareness both economically and efficiently
in the minds of customers at a competitive environment. Generating brand power begins with
building healthy brands. So that consumers are able to identify a brand through brand
recognition or recall performance. This article contains the following sub headings.
1. Introduction 2. Objectives 3. Research questions 4. Research methodology 5. Data
Analysis 6. Conclusion
Key words: awareness, recall, repeated purchase, attention, brand knowledge.
1. INTRODUCTION
In today’s fast paced modern era, one cannot be lethargic and cannot take rest on their old
laurels. Everyone’s in this world they feel that they are short on time. Customers takeout little
bit of time from their so called busy schedule to explore better quality products and services at
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Frontiers in Automobile and Mechanical Engineering IOP Publishing
IOP Conf. Series: Materials Science and Engineering 197 (2017) 012071 doi:10.1088/1757-899X/197/1/012071
a competitive price rather much cheaper price. Hence, now a days companies are facing stiff
challenge in sustaining their business edge by promoting their brand tirelessly through various
means at a highly competitive environment. Companies should device a clear strategy to
integrate their response towards marketing the brand. Ultimately the sales numbers will be
the yardstick for tangible and sustainable business environment. In today’s world wide buyers’
market, competition is becoming stiffer and stiffer. It becomes highly difficult for products and
services to differentiate themselves from other customers’. Awareness of their buying power
puts everyone on their toe to take care of them. Clash in the market takes place not between
the companies but between the brands. Developing a strong awareness about the brand is a
major responsibility of the firm. The brand only tie a customer to the firm by rational and
emotional hooks, so it is a loyalty generator.
Brand responsiveness is how our products stand out from other products, how the appearance
creates consumer awareness, it ramps up our attention, it leads to repeated purchase due to free
gifts and sales offer and it paves way for major decision.
Brand accomplishes various functions like Top-of-mind awareness, recall of past experiences,
quality sign and identity and it pulls the people towards brand loyalty. Xiaoling guo, Andy wei
Hao, Xia oyan shang, (2011). Henry Yu Xie, David J.Boggs, (2006) stated to build a framework
for the development of branding stratergy for international markets. Johan Anselmsson, Nikias
vestman Bondesson, Ulf Johansson, (2014) mentioned in his study customers pay a premium
price on the basis of brand image, quality, social image and uniqueness and awareness. Firm
should be aware of what drives price premium in addition to the dimensions of quality and
loyalty. Scott M.davis, (2000) mentioned brand occupies a space in the minds of the
consumer’s.
OBJECTIVES OF THE STUDY:
1. To study the brand consciousness
2. To identify the cohesion between brand awareness with brand knowledge and
performance.
3. To assess the effect of brand awareness on consumer purchase.
STATEMENT OF THE PROBLEM:
The study has been undertaken to examine some issues pertaining to create brand awareness
among people in Chennai city. The study gains relevance and importance in view of the
following. The firm supplies consumers around the world with healthy products designed to
promote health, vitality, beauty and overall good living. The concern focus on the continuous
development and introduces of new products and programs to ensure the growth of their sales
and profits while exceeding consumer expectations. Build brand awareness is equal
importance to sustain business edge.
RESEARCH QUESTIONS
1. How it ramps up our attention?
2. How it induced us for repeated purchase?
3. Constant advertisement and association coaxes us infavour to the brand.
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Frontiers in Automobile and Mechanical Engineering IOP Publishing
IOP Conf. Series: Materials Science and Engineering 197 (2017) 012071 doi:10.1088/1757-899X/197/1/012071
RESEARCH METHODOLOGY
Branding is all about creating a position in the market. The outcome depends on how value is
being added almost at the same cost. It is a way to measure how well brands rank in the minds
of consumers. In order to address the above questions an exploratory study was conducted.
The idea was to probe and get deeper insight into brand equity of various products. A
methodology has been framed in relation to the data collection, sampling, hypothesis and
statistical tools. The objective of the study was to ascertain how to build brand power among
the customers. For this best suited method was survey method. Hence the questionnaire
method is chosen which is free from bias of the interviewer and large sample can be made use
of and thus the result can be more dependable and reliable. For the purpose of the study, both
the primary and secondary data were collected. Primary data is obtained through well framed
questionnaire, which consist of optional type questions and sealing type questions. Scales are
given in Likert’ 5 point scale. Secondary data were collected from the published records,
related books, journals, reports, broaches, magazines and websites. The study is focused on
personal care products in Chennai city. Sample size consist of 320 customers. Responses from
all class of people like teenage, housewives, private employees and from others. Necessary
statistical tools like chi-square test and t-test has been used to analyses the data collected and
the findings are as follows.
2. DATA ANALYSIS
2.1. Hypothesis:
The following hypothesis were formulated:
2.1. HO – Repeated purchase is independent to the perpetual advertisement.
TABLES
Chi-Square Tests
Table no.2.1.a
Constant advertisement * Awareness Cross tabulation
Count
Awareness
Total
High
moderate
low
Constant
advertisement
Often
132
67
27
226
Rare
64
23
7
94
Total
196
90
34
320
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Frontiers in Automobile and Mechanical Engineering IOP Publishing
IOP Conf. Series: Materials Science and Engineering 197 (2017) 012071 doi:10.1088/1757-899X/197/1/012071
Table no.2.1.b Chi-Square Tests
Value
Df
Asymp. Sig. (2-sided)
Pearson Chi-Square
2.913a
2
.233
Likelihood Ratio
3.001
2
.223
Linear-by-Linear
Association
2.877
1
.090
N of Valid Cases
320
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 9.99.
The Chi-square value is 2.913 for 2df and significance value is 0.233, (p value). Here the p
value is less than 0.05, the difference between observed frequencies and expected frequencies
is insignificant. Therefore the Alternate hypothesis (H1) is rejected.i.e. There is no
significant relationship between perpetual advertisement and repeated purchase among the
people. Advertisement is a way of communication for launch and strengthen the brand
identity. This help pushes bond with customers and sales progress. Marketing keeps the
customers informed about the choice and its worth. The advertisement should effectively
improve the brand awareness and should have a impact on customers decision but on the
other hand Perpetual advertisement may not be effective in case of luxury items and high end
products Where customers buy based on their own experience and knowledge.2.2.Paired
sample t-test
Ho: There is no significant relationship between market recognition and brand performance.
H1: There is a strong relationship between market recognition and brand performance.
Paired sample t-test
Table no.2.2.a Paired Samples Statistics
Mean
N
Std.
Deviation
Std. Error
Mean
Pair 1
Before market
recognition (MS)
10.65
15
.814
.210
After Market
recognition (MS)
11.23
15
.942
.243
Refer Table.2.2.b Paired Samples Test
Paired Differences
1
df
Sig(2-
tailed)
Mean
Std.
Deviatio
n
Std.Error
Mean
95% confidence
interval of the
difference
Lower
Upper
Pair 1 Before- Market
recognition-After- Market
recognition
-.587
.391
.101
-.803
-.370
-5.815
14
.000
5
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Frontiers in Automobile and Mechanical Engineering IOP Publishing
IOP Conf. Series: Materials Science and Engineering 197 (2017) 012071 doi:10.1088/1757-899X/197/1/012071
From the above table the mean market recognition level among the individual before the brand
performance is 10.65 with a standard deviation of 0.81(market share) and 11.23 with a standard
deviation of 0.94 (market share) after the brand performance. From the paired sample test, the
t-value of -5.815 for 14 degrees of freedom(df) is highly significant as significant value for two
tailed test is 0.000 (output 2). Therefore, we reject the null hypothesis. Consumer are ready to
pay high price or best price once they recognize the performance of the product. Customers
always want to pay as little as possible for true quality. Customers often eagerly pay more for
a product even when they can get a functionally similar or even identical product elsewhere for
less because easier to buy, it arrives more quickly. If we can indulge our customer’s desires
preferably than the competitors, they will usually pay a premium price.
CONCLUSION:
This findings state that how the necessity of brand building becomes more important and plays
vital role in today’s rapidly changing scenario. It is only way to sustain the entire business.
Developing a strong brand is a major responsibility of the firm and it is more challenging.
Brand is acting as a bridge between customers and firm. Market value of a business is
determined by the type of brands one has, and to what extent the awareness is created among
the people. Brand awareness is not only about how many people are aware of a brand, it also
refers to the extent and ease with which consumers recollect and recognize the brand and can
classify the products and services with which it is associated. From this result it is highly
recommend to increase brand awareness, the marketers are constantly required to build brand
awareness both economically and efficiently in the minds of customers at a competitive
environment. Generating brand power begins with building healt brands. So that consumers
are able to identify a brand through brand recognition or recall performance.
REFERENCE:
[1] Chris macrae (1996). Re-thinking brand management: the role of brand
chartering. Marketing Intelligence and Planning 14(7), 46-55
Greyser, S.A.(2009). Corporate brand reputation and brand crisis management.
Management decision, 14(7), 590-602
[2] brightblue.com.al/index.php/blog/article/consumers.
[3] https:://brandvision2009.wordpress.com
[4] https://en.m.wikiboks.org/wiki/marketing/introduction
[5] The effect of price bundling on consumer perception of value”, journal of
service marketing, vol.15, Issue: 4, pp.270-281.
[6] www.palgrave –journal.com/bm/journal/v16/n3/2550139a.htm.
