Brand Lap- An Empirical Study On Loyalty, Awareness, Promotion

Abstract

The term brand has become the buzzword of the twentieth century. Manufacturers, marketers and corporate think tanks have left no stone unturned in coming up with new and innovative brand strategies that have not only captivated customers but have led to paradigm shift in the whole process of branding. Gone are the days when a ‘Brand’ was meant to giving recognition to a product or at the most to the company. The 21st century has revolutionized the meaning of the brand, Retro branding, Employer branding, Brand gendering etc.

Though the whole world is now in the brand bubble wrap it is the Generation Y that has actually brought about the brand revolution. GEN Y is an important market segment and marketers were shrewd to realize this. The maxim “let the buyer beware” has been replaced by “the customer is king” to cater to the needs of the fastidious GEN Y. This paper attempts to analyze the level of brand awareness that exists among Generation Y and the role of advertisement in creating such awareness.