Research Paper: Brand Personality and Brand Loyalty

Research Paper: Brand Personality and Brand Loyalty
April 11, 2011 Comments Off on Research Paper: Brand Personality and Brand Loyalty Academic Papers on Business Studies,Sample Academic Papers admin

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Introduction

The American Marketing Association defines a brand as “a name, term, sign, symbol, design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” (cited in Kotler 2002). While a brand personality is a set of certain features that a brand carries and projects through advertisements and other communication media (Kotler 2002).

According to Esomar (2009), it is an expression of basic values of a particular brand which are described and promoted similar to human personality attributes like freshness, intelligent etc. These specific attributes are similar to the personalities of its target market. For example, apple computer wants to address buyers who are not interested in monotonous computer systems (Kotler 2002).  Brand loyalty is the extent to which consumers are devoted and faithful to a certain brand, which is indicated by their repeat purchase behaviour (Business Dictionary 2009). This repeat purchase behaviour doesn’t change against of the efforts done by the other competitors (Business Dictionary 2009).

By analysing the United Kingdom (UK) soft drink industry, it is estimated that the total size of the market is almost £ 8.4 billion during the year 2008 which is less than one percent than the previous year (Adbrands 2009). Among the top selling brands of UK’s soft drink industry, Coca-Cola and Pepsi are at the high position. Coca-kola is on the first position and Pepsi comes after Lucozade and Robinsons in 2008 (Adbrands 2009).  But if we look the overall world, Coca-Cola is at the top position with 26.3% market share while Pepsi hold second position with 13.4% in the global soft drink industry. The coca-cola is the world’s largest soft drinks company which has dominated more than half of the worlds carbonated soft drinks market (Britvic 2009). Company’s principal brand is the Coca Cola while it also has around 500 subsidiary brands like Diet Coke, Vanilla Coke, Diet Coke and Coca-Cola Zero etc (Britvic 2009). Company’s global advertising expenditures are $ 207 billion in 2008 which ranked it the world number six advertiser (Britvic 2009). Pepsi is the biggest competitor of Coca-Cola in carbonated soft drink industry, spending $1.4billion on advertising in 2008 which makes it world’s 27 biggest advertisers. Some of its major brands are Lay’s, Fritos and Doritos etc (Britvic 2009).

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