Globally, the market for green products and services is worth billions of dollars and is growing year on year at an increasing rate. The following study investigated the congruence between brand image and brand identity within the green marketing space, focusing specifically on Pick ‘n Pay’s Green Line of environmentally friendly household cleaning products.Through interviewing Pick ‘n Pay’s brand manager for their Green Line and one hundred shoppers at Pick ‘n Pay’s on Nicol store in Bryanston, Johannesburg, South Africa, the brand identity and brand image were both respectively characterised. Data was also gathered from the shoppers to allow the brand loyalty and brand equity generated to be determined.This research identified that for Pick ‘n Pay’s Green Line to generate positive brand loyalty and brand equity:<ul><li> A strong alignment between brand image and brand identity must be achieved;</li><li> There must be a strong believability of the green claims made; and</li><li> The credibility (trustworthiness) of the green claims must be sound.</il></ul>A model designed specifically to illustrate and summarise the findings of the research is later presented with the aim of providing brand managers who oversee products with green credentials a quick and simple guide to ensure all is being done to ensure that brand loyalty and brand equity for their products may be maximized.
Mkhize, Londiwe(University of Pretoria, 2011-05-20)
The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships ...
ORIENTATION : Fast growth and intense competition characterise the South African cellphone
industry. Customers switch easily between cellphone brands and marketers are challenged to
cultivate brand relationships with ...
Petzer, Daniël Johannes; Mostert, P.G. (Pierre); Kruger, Liezl-Marie; Kuhn, Stefanie(University of Pretoria, Department of Economics, 2014)
In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose
from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand