Page 14 - Microsoft Word - Dissertation

2.4 Brand

Brand and product are distinct entities. Brand is always intangible and offers value whereas the
product may or may not be tangible and performs a function. Product is created by the
manufacturer but a Brand is created by the customers over years and years. The product has a life
whereas a Brand is forever. A product may be replaced but a Brand cannot be replaced. It is easy
to copy a product but not so to copy a brand.

2.5 Brand Prominence

Brand Prominence may be defined as the visibility of the brand logo on the product sold to the
customer. The prominence may be loud or discreet depending on various factors. The customers
may prefer different loudness depending on their personality type and perceived status.

To capture Brand Prominence an appropriate scale will be developed. This scale will capture the
inclination of a customer towards his preference for a particular loudness of the Brand. The
Brand Prominence will be captured with the help of the following questionnaire.

1. While deciding to buy any branded product I am careful what my friends think about this
brand.
2. I am careful of the view that people should always dress in style
3. I want the logo to be displayed prominently on the product
4. While deciding to buy any branded product I am careful what others think of people who
use this brand.
5. While deciding to buy any branded product I am careful that I create a good impression
on others with this brand.
6. I want people to notice and acknowledge the brand I possess.
7. While deciding to buy any branded product I am careful what kind of people buy this
brand
8. I am careful that I have the latest in style
9. I believe in ostentatious (showy) display of the brand logo

I would run a Cronbach’s alpha to find out in case the questions are capturing the same latent
variable “Brand Prominence”. Deleting certain questions to see in case the Cronbach’s alpha
improves at all.Confirmatory Factor Analysis would be done to confirm if the scales are
unidimensional. A scale could then easily be structured to give rankings.