An Empirical investigation of the extent of usage of brand personality in brand positioning in the lubricants market

Abstract

This study examined the extent of usage of brand personality in lubricants. This is achieved by seeking opinions of marketers in the Kenyan economy. The results are summarized using mean and standard deviation. The specific issues looked at included lubricant functions used by marketers, factors useful in marketing lubricants, the Big Five-Personality Scale (BPS) and positioning strategies.

The findings are that the factors studied are relied on by marketers of lubricants. In terms of positioning strategies, top on the list was associating product with a feature by using product characteristics, associating a product with a customer benefit and associating the product with a lise/application. It was also discovered that the answers across the firms to the questions raised by the researcher are similar.

The conclusion is that the Big Five-Personality scale is employed by the marketers. The implication is that successful marketers of lubricants cannot ignore the Big Five-Personality Scale (BPS)