| dc.description.abstract | Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol
that add to or subtract from the value provided by a product or service to a firm and/or to
that firm’s customers. The main objective of the study was to determine the influence of
brand equity on the choice of marketing strategies by manufacturers of carbonated drinks
in Kenya. The study adopted a descriptive survey research design in five manufacturers
of carbonated drinks in Kenya, which are Coca-Cola, Keroche Breweries, EABL,
Highlands and Pepsi manufacturing companies and the respondents were the Sales
Managers. The study found that brand loyalty influences the choice of marketing
strategies by manufacturers of carbonated drinks in Kenya. The study also established
that brand loyalty consumers are more concerned with quality than price, are heavy
spenders and are slightly more store loyal also. The study showed that brand awareness
influences the choice of marketing strategies by manufacturers of carbonated drinks in
Kenya. The study also established that promotions, specifically advertising play a critical
role in creating brand awareness. The study also found that perceived quality influence
the choice of marketing strategies by manufacturers of carbonated drinks in Kenya. The
study also established that the variety a brand offers often serves as a quality cue and thus
influences which brand consumers choose. The study further established that associations
can also be formed by assumptions made on persons, logo, place, brand itself, country,
distribution channels, and company. However the study concluded that brand loyalty
leads to increased market share, higher profits and better goodwill among consumers. The
study also concluded that to develop a strong brand equity companies have to develop a
high level of brand awareness | en_US |
