Sept'22
The IUP Journal of Brand Management
Focus
The second paper, "Internal Brand Management to Build Stronger Brands and More Supportive Organizational Cultures" by Aditi Agrawal and Jessica Paulus, arrives at a conceptual framework on the theme of internal brand management. The study is mainly based on detailed interviews with eight branding experts based out of London and Amsterdam. The core finding is twofold: (1) internal branding leads to an alignment of the employees with the company's brand, thus making the brand stronger; and (2) it also leads to a supportive organizational culture by the construction of shared meaning through communication and interaction.
We end this issue with a very detailed empirical study on market share and customer satisfaction with a focus on Apollo Tyres in West Bengal. The last paper, "Market Share and Customer Satisfaction Index of Apollo Tyres: An Empirical Study on Tire Sales in West Bengal, India" by Kaushik Mahalder and Sarbani Mitra, is based on an exhaustive survey of a large number of truck/bus tire distributors in different parts of the state. The overall finding is that Apollo ranks second, and is only marginally behind MRF in terms of both market share and customer satisfaction index. The study concludes with a SWOT analysis of Apollo Tyres and also finds that there is a positive linear relationship between market share and customer satisfaction index.
Consulting Editor
Impact of Brand Personality on Consumers' Emotional Brand Attachment to Skincare Products
Given the intense competition in skincare products, the key market players need to identify and evaluate consumer behavior and the factors affecting brand loyalty and attachment to stay ahead in the game. Consumers are usually emotionally attach to only a limited number of brands, hence it is important for marketers to enhance the connection and thus the attachment consumers have to their preferred brands, which depends on self-concept and brand personality. The paper aims at identifying the impact of brand personality (sincerity, excitement, competence, sophistication and ruggedness) on the emotional brand attachment of consumers. The study was done by selecting skincare products, specifically face cream brands, in Sri Lanka. Primary data was collected through a well-structured online questionnaire. A total of 385 respondents were selected as sample in the Badulla area state. The data was analyzed using descriptive statistics, correlation and regression analysis. The results showed that there is a strong positive relationship between brand personality and emotional brand attachment. Further, there is a significant positive impact of brand personality dimensions on emotional brand attachment, and sincerity has the most significant impact on emotional brand attachment. The study provides insights on emotional brand attachment and how the consumers perceive themselves in relation to the brand and its personality. The results indicate that marketers should consider the interrelationships between multiple sources of competitive advantage when looking for explanations of emotional brand attachment in the skincare industry.
Internal Brand Management to Build Stronger Brands and More Supportive Organizational Cultures
The paper analyzes and explores to what extent internal brand management can lead to stronger and more supportive organizational cultures. The research focuses on the value of employees in the organization, on internal branding processes and on the impact of internal brand management. Secondary research is used to create a framework of how internal branding processes can be conceptualized. The primary research, in the form of qualitative interviews, serves to explore how brand consultants experience the reality of internal branding. Both research forms aim to understand the underlying processes of value creation, in order to reveal the importance and relevance of internal brand management for organizations. As an exploratory study, this research utilized the Interpretivist Research Philosophy and a phenomenological research strategy. It incorporates the use of eight semi-structured in-depth interviews with branding experts in London and Amsterdam. Based on secondary and primary research, an internal branding framework was developed that pictures the complexity and relationships within internal branding processes. Internal branding is a complex and continuous process of value-creation that takes place between various internal stakeholders throughout the whole organization and aims at turning employees into brand ambassadors. A brand identity with a clear strategic direction builds the fundament of internal branding. Managers need to understand and implement strategic tools such as HR initiatives, internal brand communication, and brand-driven leadership in order to establish more supportive organizational cultures. The results of the study indicate that identity-driven internal brand management can lead to a stronger and more supportive organizational culture.
Market Share and Customer Satisfaction Index of Apollo Tyres: An Empirical Study on Tire Sales in West Bengal, India
The paper determines the market share of Apollo Tyres in comparison with other heavy duty tire manufacturers in West Bengal. It further determines the Customer Satisfaction (CSAT) Index for truck/bus tire segment. Finally, the study ascertains the relation between market share and CSAT index. As per fitted tires in 500 truck/bus and 483 dealers in different markets (Dhulagarh, Dankuni, Haldia, Durgapur, Contai, Krishnanagar, Rampurhat, Dhuliyan, Mathabhanga, Malda, Raiganj, Siliguri and Coochbehar) of West Bengal, MRF had the highest market share followed by Apollo, Ceat, JK and Continental. As per the customer survey of 500 customers on different operational parameters (initial tread mileage, tread wear pattern, casing value, new tire price, claim return, service assistance and other parameters) MRF again led with a rating of 4.8, followed by Apollo (4.7), Ceat, JK and Continental. Feedback based on CSAT Index showed a similar pattern. Finally, this study has found that in the case of the truck/bus tire segment in West Bengal, CSAT index of top 5 brands is directly proportional to the market share of the brands.
| Click here to upload your Articles |
Journals
Magazines
- HRM Review
- Marketing Mastermind
- Global CEO
- The IUPs World of IOT
Articles of the Month
ISBN: 978-81-314-2793-4Price: ₹250
Payment by D.D. favouring
"ICFAI A/c IUP", Hyderabad
Reach us at
info@iupindia.in
Tel: +91 8498843633