IMAGE BRANDING OF LOCALLY MANUFACTURED AUTOMOBILES (CARS & MOTORCYCLES)
Abstract
The objective of this study was to measure the brand identity and image of locally manufactured automobiles of Pakistan. A composite model for assessing image branding was developed and close ended questionnaire based on a Likert rating scale was administered to vendors. The field survey was carried out in November 2006. Results present individual vehicle scores on different dimensions of brand image and standard statistical tests were applied to assess significant difference among mean scores.References
. Aaker, D.,A.(1996) Building strong brands. New York: The Free Press – A division of
Simon & Schuster Inc.
. Aaker , David A. and Erich Joachimsthaler (2000), Brand Leadership, London free press.
. Chernatony, L. (1999) “ Brand management through narrowing the gap between brand
identity and brand reputationâ€. JOMM, vol.15, issue 1-3,p.157
. Eadie, D., Hastings, G., stead, M. & Mackintosh A., M. (1998) “Branding: could it hold
the key to future?â€. Health education,vol.99,issue 3,p.103.
. Johansson, J.K. & Hirano, M. (1999), Brand Reality: Journal of Marketing
Management, vol.15, issue 1-3, pg.93.
. Park, C.Whan , Bernard J. Jaworski and Deborah J.MacInnis (1986), “ Strategic
Brand Concept-Image Managementâ€, Journal of Marketing,50(October, 135-145.
. Pierre Chandon, (2004) “How to measure Brand Awareness and Brand Image,
INSEAD, Fontainebleau, France.
. Kohli, C.& Thakor, M. (1997). “ Branding consumer goods: insight from theory and
practiceâ€. Journal of Consumer Marketing, vol.14, issue 3, p.206.
. Kapferer, Jean-Noel (1997), Strategic Brand Management, GB.
. Moorthi, Y., L., R. (2002) “An approach to branding servicesâ€. Journal of Services
Marketing, Vol.16, issue 3,p.259.
. Martin Anderson & Johan Otterheim (2003) “ The Strategic Development of
Brand Identityâ€. An Empirical Study of Lansforsakringar AB.
. Subodh, B. & Reddy, S., K.(1998) “ Symbolic and functional positioning of brandsâ€.
Journal of consumer marketing, vol.15, issue1, pg.32.
. Sara Albertsson & Katrina Klingenstierna (2002), “ extending brands to emerging
markets†Implications for brand Management strategy.
. Sekran, Uma (2003), “ research methods for business – A skill building approachâ€, 3rd
edition, Newyork city.
. Urde, M.(1999) “Brand Orientationâ€: A Mindset for building brands into strategic
resources†JOMM, vol.15, issue 1-3,p.117
. Young & Rubicam (1994), Brand Asset Valuator, London: Young & Rubicam
. Wajahat Khan, Marketing Manager – Transmission Motor Corporation, 2006.
Web Sites
. www.valuebasedmanagement.net/methods_brand_asset_valuator.html
. www.marketing prof.com
Downloads
Published
Issue
Section
License
- Copyright of all the submissions to the Market Forces will remain to the contributors.
- Anyone is allowed to distribute, remix, tweak, and build upon his/her work, even commercially, as long as it is credited/cited to the original contributors of the Market Forces.