Title: “Corporate branding versus product branding in emerging markets: A conceptual framework”

by

ACKNOWLEDGEMENT

I am very greateful to my supervisor who supports me a lot to carry out this entire research work. I would like to say special thanks to my family and friends for their support.

DECLARATION

It is declare that the entire research work which is presented in this dissertation is my own work. This research work has not been submitted to any other institution.

Signed __________________ Date _________________

ABSTRACT

This research study aims to examine the importance of corporate brandings vs. product branding in today's emerging market. To accomplished this aim the quantitative research study approach is selected. The quantitative survey is design to analyse the corporate brandings and product branding product's quality and value attributes. The target population of this study is the customers who used to regularly shop from the retail supermarkets. The following hypothesis were examine in this research study:

H1: There is a significant relationship among the marketing strategies of retail store brand and shelf placement to measure the value of customer attitude towards store brand.

H2. There is a significant impact of consumer-measured values and willingness to select store brand or manufacturer brand.

The findings of this research study indicate that the emerging market customers are willing to purchase the products from the manufacturer brands because of their quality. These products are quite successful in attracting the attention of customers beuase of their good quality.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER # 1: INTRODUCTION1

The Topic Selection Rationale1

Problem Identification1

Background of the Study2

Research Aim3

Research Objectives3

CHAPTER # 2: LITERATURE REVIEW4

Brand Image5

Brand Personality6

Brand personality scales and framework8

The spirit of the brand10

Confidence10

Dialogue10

The brand management over time11

Communicate the history of the brand and its evolutions11

Ensure news from Brand11

Manage day to day systems12

Reinsurance and risk-taking12

Management by the signs13

Change adaptation14

Brand Loyalty Model15

Empirical Model18

Advertising19

Brand Attitude23

CHAPTER # 3: RESEARCH METHODOLOGY26

Methodology26

Research Hypothesis26

Population27

Sampling27

Data Gathering Process27

Primary Data27

Secondary Data28

Research Instrument28

Data Analysis28

CHAPTER # 4: RESULTS AND FINDINGS30

Introduction30

Questionnaire Analysis30

Hypothesis44

Correlation Analysis45

Summary47

CHAPTER # 5: CONCLUSION AND RECOMMENDATIONS48

Conclusions48

REFERENCES50

APPENDIX55

Questionnaire55

SPSS Files62

CHAPTER # 1: INTRODUCTION

The Topic Selection Rationale

This research study aims to examine the emergin g markets corporate branding and product brandings. The impotance of corporate branding and product branding is highlighted in this research study. To accomplish this aim a conceptual framework will be design which aims to investigate the brandings of companies in emerging markets.

Problem Identification

The branding strategy of companies which are operating in emerging markets are can compete by using strong branding strategy. The concept of branding is a general idea of ??developing a brand, display it to the consumer market and manage its development. Branding strategy determines the next steps of the company. This complex and time-consuming process can be divided into four phases: research, brand development, brand building and brand management (Kyffin and Gardien 2009 57).

Branding is a method of moving product to market. The advent of foreign global brands as foreign giants are trying to promote their products in emerging market. With the help of technology branding in the minds of consumers are adopting, seeking perceptions of the goods particularly important and unique. What is more successful and more successful will be the ...