| dc.description.abstract | The general objective of this research was to establish the factors that influence brand identity by organizations in Kenya. The specific objectives were to establish how design elements affect brand identity; to determine the effects of product awareness on brand loyalty and to determine how product quality affects Brand loyalty particularly Blue Band at Unilever. A descriptive research design was adopted for this study. This design was used to allow for discretion on the part of the researcher to make comments and interpretations in respect of the variables under study. The target population of this study was customers in selected supermarkets, school going children and professional designers who have a fast knowledge of sourcing ideas for design layouts. From each stratum a random sample of 36% of participants was selected in order to ensure that every unit was represented.
Both primary and secondary data were collected through questionnaires. The key informants were interviewed using a semi structured interview guide. The interviews were tape recorded, with permission from respondents, to make it easier to capture the responses and quotations to be used in the report. All the questionnaires were checked for completeness, coded and analyzed. The results were presented on frequency distribution tables, pie charts and bar charts.
The study established that the company had not changed the brand name of Blue Band. The brand name is liked and is appealing to most people.
It was also established that the design affected their perception of the brand. The majority of the respondents were of the opinion that the package should be changed. Further the study established that the package design affected the brand identity. It was established that the company created awareness of the brand name Blue Band through television, referrals from friends and visits to the supermarkets. The Blue Band advert was liked by many people as it catches the attention of the audience and confirmed that the advertisement affected the loyalty of the brand. It was found out that the quality of the product affected brand loyalty as attested by the majority ofthe respondents.
The study concludes that the company has tried to maintain its brand name over the years because it is well known worldwide, the customers have developed brand loyalty over the years and a change in the brand name would Jead to Joss of the loyalty. The design of the package influences its identity because it gives the aesthetic appeal to the customer and an improvement in the package design would enhance the design of product identity. Product awareness is important in developing product loyalty because it creates knowledge in the potential customers which may lead to desire and eventual purchase of the product. Customers wish to identify with products that meet their expectations and give value for their money. When the quality is right, then the customers are likely to identify with the product.
The study recommends that the management of Unilever ensures that the product is attractive by identifying common attributes that may be very appealing in different markets, and differentiating product attributes that make it an unforgettable experience. The management should create a general awareness campaign to communicate the existence and benefits of the product in social networks like Facebook, blogs, and even Twitter. The management of the company should also encourage more research into the product quality to keep it ahead of the competition in the global market. Further, the study recommends that managers of Unilever develop a brand strategy that would help increasing the appeal and value of Blue Band besides being committed to managing and measuring brand equity. | en_US |
