Kvasny Prum. 2005; 51(5): 166-168 | DOI: 10.18832/kp2005009

Perception of XYZ brewery's brand.Peer-reviewed article

Vratislav KOZÁK, Petr FUSEK

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky, Zlín

Knowledge of the consumers' shopping behaviour and their perception of the brand, which we are trying to sell, is key for the creation of a communication strategy. The main part of the research focused on assessing RP XYZ's brand image. The responders assessed the brand using the semantic differential method and an analysis of terms of two factors shaping a brand image. The responders perceive the brand RP XYZ as high quality, traditional, modest, not very successful and hard to obtain. The brand is better perceived by females. There are major differences in the RP XYZ brand's perception in different regions. While males perceive the brand the best in the Brno region and the worst in the Olomouc region, females have a positive view on the RP XYZ brand particularly in Olomouc. The last point of the was the characteristic of the RP XYZ brand. The responders were to choose a predefined description (possibly think of their own), which to them best characterized the RP XYZ brand. They were choosing between the descriptions "Comfort", "After a job-well-done", "Fun", "For moments with friends" and "Other characteristic" (if they selected this one they characterized the brand in their own words). According to males and females, the RP XYZ brand is best characterized by "For moments with friends". "Comfort" placed second and "After a job-well-done" was third.Knowledge of the consumers' shopping behaviour and their perception of the brand, which we are trying to sell, is key for the creation of a communication strategy. The main part of the research focused on assessing RP XYZ's brand image. The responders assessed the brand using the semantic differential method and an analysis of terms of two factors shaping a brand image. The responders perceive the brand RP XYZ as high quality, traditional, modest, not very successful and hard to obtain. The brand is better perceived by females. There are major differences in the RP XYZ brand's perception in different regions. While males perceive the brand the best in the Brno region and the worst in the Olomouc region, females have a positive view on the RP XYZ brand particularly in Olomouc. The last point of the was the characteristic of the RP XYZ brand. The responders were to choose a predefined description (possibly think of their own), which to them best characterized the RP XYZ brand. They were choosing between the descriptions "Comfort", "After a job-well-done", "Fun", "For moments with friends" and "Other characteristic" (if they selected this one they characterized the brand in their own words). According to males and females, the RP XYZ brand is best characterized by "For moments with friends". "Comfort" placed second and "After a job-well-done" was third.

Keywords: brand image, marketing, communication strategy, responder, consument

Published: May 1, 2005