Factors Determining Brand Image: A Product Comparison of Proctor & Gamble and Unilever in Pakistan

Abstract

A brand is unlikely to have one brand image, but several, though one or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications. The aim of the research is to conduct a study of brand image and provide recommendations for brand image enhancement after theoretical analysis of brand image on sales .This research has been done as a comparison between the products of P&G and Unilever in Pakistan with respect to their brand image that, Does the brand image has any impact on the fast moving consumer good’s consumption of different companies? Does brand image affects consumer behavior? For this research the tool we are using questionnaire. Brand image can be reinforced by brand communications such as packaging, advertising, promotion, customer service, word-of-mouth and other aspects of the brand experience. This would also be seen with having different kind of questions in questionnaire to cover as many aspects of brand image. The results show that there were more users of Unilever Products as compared to Proctor and Gamble with advertising, Customer Satisfaction and Innovation positively correlated with Brand Image.