Measuring Public Sector Oil Marketing Companies’ Brand Awareness
IUP Journal of Brand Management, Vol. VIII, No. 4, pp. 7-24, 2011
18 Pages Posted: 11 Jan 2012
Date Written: January 11, 2012
For a brand to have value, it must be valued by the customer. Brand Equity is measured by understanding the customer brand knowledge in terms of the position that the brand occupies in the customer’s mind, the level of brand association, brand awareness and brand loyalty. India's oil market has so far been dominated by public sector oil marketing companies especially in the marketing of petroleum products. One particular customer behavior that has intrigued the marketers and researchers for long has been the indifference exhibited by fuel consumers while making choice amongst these three brands to refuel their vehicles. This research aims to study the level of brand awareness of the line and brand extensions for public sector oil marketing companies and the customer awareness for marketing communications and loyalty programmes of these companies. The results point towards the need to work on integrated marketing communication strategies to increase brand awareness.
Keywords: brand awareness, brand equity, PSU (Public Sector Units), OMCs (Oil Marketing Companies), HPCL (Hindustan Petroleum Corporation Ltd.), BPCL (Bharat Petroleum Corporation Ltd.), IOCL (Indian Oil Corporation Ltd.)
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