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| Article Name : | | | BRAND BUILDING STRATEGIES THROUGH PROMOTIONAL CAMPAIGNS: AN EMPIRICAL STUDY | | Author Name : | | | SRINIVASA RAO BEHARA AND M. V. SURYANARAYANA | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-2672 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | The present study is based on exploring the link between brand building and the Promotional Campaigns. Companies are spending millions of rupees on these promotional Campaigns with an objective of build their brands thus this study is an attempt to study the connectivity between them. With this objective carbonated soft drink market was selected and various umbrella / sub-brands of Pepsi along with their promotional Campaigns were studied to assess their contribution in the brand building process. Also the various parameters on which consumers evaluate a particular brand along with perception of the consumers about these Promotional Campaigns were studied so to conclude that “Are they successful in changing the perception of the consumers?” Finally, Promotion was studied broadly and the various Promotional tools used by these companies were studied and the consumers were asked to rate these tools on a five point likert scale to assess the effectiveness in the brand building process. Thus findings of the study suggested that also to consider new Promotion strategies along with traditional methods of Promotion. | | Keywords : | | - Branding, Brand building, Pepsi, Promotion, Promotional Campaigns; Promotional tools.,
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