Perception of Brand Equity of Daily Newspapers by Media Buying Agencies in Nairobi, Kenya

Abstract

Brands are the basis for sustainable advantage for most organizations. Therefore, the perception that a brand attracts can make or break it. The purpose of this study was to look at the perception that media buyers have on the brand equity of the various daily newspapers. The study sought to establish whether this perception affects their buying behavior. The study adopted the Aaker (1996) model of brand equity. The brand equity elements of brand awareness, brand loyalty, brand perceived quality, brand associations and other proprietary assets were studied to establish the perception that media buyers have on daily newspaper brands. This was done through administering of questionnaires to media buying agencies in Nairobi that were identified to have a significant media buying share in 2010 in a report by Synovate. Media buying agencies are tasked with the responsibility of buying and monitoring media on behalf of their clients. They drive the advertising agendas of their clients and ensure that the client’s objectives are met. To do this, media buyers need to be objective in order to get the best advertisement placement. Media buyers control huge advertising budgets. The media buyer’s perceptions are of concern to media owners as this determines consumption of their brands. Indeed, this study revealed that perception of the brand equity elements of the daily newspapers affected the buying behavior of the media buyers as the main findings. It is therefore in the best interest of newspaper brands to understand how their brand equity elements are perceived and thereby adopt proper responses to ensure sustainability and have a competitive advantage.