Measuring Public Sector Oil Marketing Companies’ Brand Awareness
The IUP Journal of Brand Management, Vol. VIII, No. 4, December 2011, pp. 7-24
Posted: 5 Sep 2012
Date Written: September 5, 2012
For a brand to have value, it must be valued by the customer. Brand equity is measured by understanding the customer’s 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 (OMCs), 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 their choice among the three brands (IOCL, BPCL, and HPCL) to refuel their vehicles. This research aims to study the level of brand awareness of the line and brand extensions of the public sector OMCs and the customer awareness of marketing communications and loyalty programs of these companies. The results point that there is a need to work on the integrated marketing communication strategies to increase brand awareness.
Suggested Citation: Suggested Citation