The Impact of Promotion on Brand Image: The Case of Diageo Meta PLC
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Date
2015-05
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Addis Ababa University
Abstract
The research paper presents the impact of promotion on Brand image of Meta Beer. It assesses Diageo Meta’s promotional mix elements usage and their impact on its brand image. The integrity of the promotional mix elements, the brand elements used on their promotion, the celebrity endorsement and the overall success of the promotional campaign have been observed from the perspective of building up positive brand image. All the issues mentioned above have been assessed by conducting Survey Questionnaires to Meta consumers who were selected based on convenience. And the data has been analyzed by using descriptive method.
The Survey shows that Meta’s brand image is positively built by its promotion. Advertisement plays a major role in building up Meta’s brand image positively. The brand elements used on its promotion like the background music, the Logo and the Slogan have enhanced its brand image.
Though the brand image is positively placed by the Advertisement and the brand elements used, there are also other problems cited by the research paper. Diageo Meta doesn’t use Interactive marketing. It isn’t included in its promotional mix elements. It is also witnessed that there is a high usage of a sales promotion tool: Price off (Free gift), regular usage of this tool is suspected to have a negative effect on Meta’s brand image. Lack of communication of public relation tool: community activity participation and fund raising like a Water project has been done to the community around the brewery factory but it was not effectively communicated to Meta’s customer base. If these public relation tools were known by its customers, it would have been an input in building up Meta’s brand image. The other outcome that was mentioned by the research paper is source unpopularity. The celebrity endorsers (The Sources) were not popular by Meta’s customers before the Promotion was placed by the company. Much concern must be given to the choice of the message source since it’s influential in shaping up perception of a brand. All in all Meta’s positive image is enhanced by its promotion placed by the company but there is still lack of promotional mix elements and tools unused.
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Keywords
Brand image, promotional mix, brand elements