The influence of brand equity on the choice of marketing strategies by manufacturers of carbonated drinks in Kenya

Abstract

Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers. The main objective of the study was to determine the influence of brand equity on the choice of marketing strategies by manufacturers of carbonated drinks in Kenya. The study adopted a descriptive survey research design in five manufacturers of carbonated drinks in Kenya, which are Coca-Cola, Keroche Breweries, EABL, Highlands and Pepsi manufacturing companies and the respondents were the Sales Managers. The study found that brand loyalty influences the choice of marketing strategies by manufacturers of carbonated drinks in Kenya. The study also established that brand loyalty consumers are more concerned with quality than price, are heavy spenders and are slightly more store loyal also. The study showed that brand awareness influences the choice of marketing strategies by manufacturers of carbonated drinks in Kenya. The study also established that promotions, specifically advertising play a critical role in creating brand awareness. The study also found that perceived quality influence the choice of marketing strategies by manufacturers of carbonated drinks in Kenya. The study also established that the variety a brand offers often serves as a quality cue and thus influences which brand consumers choose. The study further established that associations can also be formed by assumptions made on persons, logo, place, brand itself, country, distribution channels, and company. However the study concluded that brand loyalty leads to increased market share, higher profits and better goodwill among consumers. The study also concluded that to develop a strong brand equity companies have to develop a high level of brand awareness