Brand Re-Positioning Through Advertising and Its Effect On Brand Image

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1 Conceptual Framework
Brand is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service or concept. The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include:

Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After your entire
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brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. Components of a Brand Essentially a brand can convey up to six levels of meaning. 1. Attributes: A brand first brings to mind certain attributes. 2. Benefits: A brand is mote than a set of attributes since customers are not buying attributes. They are buying benefits. Attributes need to be translated into functional and / or emotional attributes. 3. Values: The brand also says something about the producers values. 4. Culture: The brand may represent a certain culture. 5. Personality: The brand can also project a certain culture relates to personality. 6. User: The brand suggests the kind of consumer who uses the product.
Brand Positioning refers to target consumers reason to buy your brand in preference to others. It ensures that are brand activity has a common aim is guided, directed and delivered by the brands benefit/reason to buy and it focuses at all points of contact with consumers. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customers mind.Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customers views and opinions.Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand
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Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and its similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. Brand positioning must make sure that:

Is it unique/distinctive vs. competitors? Is it significant and encouraging to the niche market? Is it appropriate to all major geographic markets and businesses? Is the proposition validated with unique, appropriate and original products? Is it sustainable - can it be delivered constantly across all points of contact with the consumer?
Is it helpful for organization to achieve its financial goals? Is it able to support and boost up the organization?
Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organizations character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organizations mission and vision to all.
Brand image is the overall impression in consumers mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. Brand image develops and conveys the products character in a unique manner different from its competitors image. The brand image consists of various associations in consumers mind attributes, benefits and attributes. Brand image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image is exceeding the customers expectations. Positive brand image enhances the goodwill and brand value of an organization. Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. Re-positioning involves changing the identity of a product relative to the identity of competing product in the collective mind of the target market. Repositioning is built upon the change unique and differentiated associations with the brand in some kind of direction, it is about having a balance between the category party and differentiation when using reposition strategies
The reasons for repositioning the brand are: 1. 2. 3. 4. 5. 6. Increasing relevance to the consumer Increasing occasions for use Making the brand serious Falling sales Bringing in new customers Making the brand contemporary
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7. 8.
Differentiate from other brands Changed market conditions. The repositioning strategy is rolled out in three stages: introductory, elaboration and fortification stages. This involves the introduction of a new or a repositioned brand, seeking to underline the brands value over others, and to broaden the brand proposition. It is truly tough to change the customers perceived attitude towards a brand, and therefore the risk is great that the attempt to repositioning might be unsuccessful. After rolling out the strategy, it is time to modify the proposition through update of the personality and through repositioning. There are benefits and risks with both of this segments and it is of great significance that they are truly evaluated when deciding the next step in the process. To further understand the stages stated above, figure.1 will guide through the different phases that follow after establish a brand proposition.
The Stage of Repositioning

The implication with the term repositioning is that a company modifies something that is already present in the market and in the customers mind .the definition of repositioning changes different individual and profession. To view the different definition and perceive a greater understanding about this concept, three example of repositioning given by individual in different profession is stated below.
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The Principle of Repositioning

New Position, Price, Previous Position, Experienced quality when striving towards a new position in the market, it is important to understand that consumers minds are limited. Peoples minds select what to remember and it is therefore significant to convince the consumers with great arguments. The market demand changes rapidly and therefore reposition can be necessary to meet these demands, newer and stronger arguments have to be established to convince them to stay as loyal customers. As repositioning is a very complicated matter and therefore there are no detailed theories or models. The aim with repositioning differ from person to person, and the only connection between all the different theories is that repositioning is moving something from somewhere towards a greater position at the market.
Three Types of Repositioning Strategies
(1) zero repositioning, which is not a repositioning at all since the firm maintains its initial strategy in the face of a changing environment; (2) Gradual repositioning, where the firm performs incremental, continuous adjustments to its positioning strategy to reflect the evolution of its environment; (3) Radical repositioning that corresponds to a discontinuous shift towards a new target market and/or a new competitive advantage. A four-phased brand repositioning approach can be followed to achieve the intended benefits: Phase I. Determining the Current Status of the Brand Phase II. What Does the Brand Stand for Today? Phase III. Developing the Brand Positioning Platforms Phase IV. Refining the Brand Positioning and Management Presentation
Benefits of Repositioning
Value over others Updated personality Relevant position Up to date image The risks associated with such strategies are: Loss of focus Neglecting original customers
Losing credibility for the brand Confusing the brand Therefore, brand repositioning is more difficult than initially positioning a brand because one must first help the customer unlearn the current brand positioning. Three actions can aid in this process: (1) Carefully crafted communication, (2) New products, packaging, etc. that emphasize the new positioning and (3) Associations with other brands (co-branding, co-marketing, ingredient branding, strategic alliances, etc.) that reinforce the new brand positioning. This exercise is so critical to an organizations success that the organizations leadership team and its marketing/brand management leaders should develop it, preferably with the help and facilitation of an outside brand-positioning expert.
Literature of Review
According to Beierlein and Woolverton (1991) brands are signs of information about a product, a product group, or a company, that distinguishes the product or the company fromits competitors. (Bing 1999) A brand must reflect the nature of the product as well as offer something illusory, aspiration, or emotional to the consumer. According to Bing, some of the most important aspects to establishing a brand include defining and understanding the overall brand concept, target audience, brand packaging, possible tie-ins, pricing, logo, slogan, and position. All of these aspects of branding must be utilized when planning and developing the advertising for a brand. Ancient history provides evidence of the importance of brands. In those days, names were put on such goods as bricks in order to identify their maker (Farquhar, 1989). (Lee, 2003)When talking about brand, three critical issues need to be emphasized: (1) how to build a strong brand, (2) how to maintain competitive position without change when time goes by, and (3) how to extend brand name leverage to expand businesses. (Mariotti, 1999) Brand is often used to represent the reputation of manufacturers following by the increase of sales. Thus, the American Marketing Association defines a brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors (Kotler & Keller, 2006, p.256),and the basic function of brand is to deliver the messages of best quality guarantee of a product and to provide a set of congruence of product attributes, benefits, and services (Kotler, 1996). (Aaker, 1991; Kotler, 1996) Brand is one of the most important and ever lasting assets in a business because a strong and power brand stands for a group of loyal customers, and it is the foundation of competitive advantage and resource of earning. (Lai, 2006; Lin, 2004). Hung (2003) A powerful and high value brand will influence purchase decision of a consumer. Believes that enterprises have to build a brand to create their value and brand operation must start form brand equity building. To sum up, brand is a major asset in a corporation, and it not
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only brings brand image and brand value to a corporation but also helps consumers to differentiate a product and increase purchase intention.
Kapferer (1997) mentioned that the brand is a sign -therefore external- whose function is to disclose the hidden qualities of the product which are inaccessible to contact. Aaker and Joachimsthaler (2000) mention that within the traditional branding model the goal was to build brand image; a tactical element that drives short-term results. (Kohli and Thakor 1997,) The brand served to identify a product and to distinguish it from the competition. The challenge today is to create a strong and distinctive image. Upshaw, 1995) A brand is the sum o f its equity, identity, positioning, personality, essence, character, soul, culture, and finally the brand image. (Knox & Bicker ton, 2000) The concept of the brand can be raced back to product marketing where the role o f branding and brand management has been primarily to create differentiation and preference for a product or a service in the mind of the customer. (BEIERLEIN; WOOLVERTON, 1991) Branding can be understood as a set of strategies and marketing activities involved in creating and managing brands in the market. The benefits of branding include increased market segmentation, increased customer loyalty, increased repurchase probability, facilitation of new products introduction and improves the company's marketing image.
(Hankinson & Cowking, 1993) The building of strong brands is one of the ways in which a company can develop and sustain an advantage over its competitors, and thereby maintain or increase its sales or market share. According to Rooney (1995) branding is a powerful and effective tool for businesses and organizations. If brand owners use their pro ducts correctly, the payoffs can be substantial. However, if brand s are mismanaged, the results can be damaging. (Aaker, 1998) The associations attached to a firm and its brands can be important business assets. Product attributes and customer benefits are the associations that have obvious relevance because theyprovide a reason to bu y and thus a basis for a brand loyalty.
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Brand positioning was first defined and advocated by Al Ries and Jack Trout (1982). By this term, theymean the work on the consumers mind to build a unique image for a product, service, company, or person. Their seminal works were echoed and a huge body of literature on branding has been accumulated. The major consensus is that brand positioning is to communicate the value propositions of the brand to the target audience to carve out a clear image of its superiority relative to competitors. The values could be one or the combination of the following benefits: functional, sensational, social, affective, experiential, and symbol/selfexpression(Park, Jaworski, & MacInnis, 1986; Aaker, 1996; Roth 1995a; Keller, 1993; McCracken, 1993). Among the benefits listed above, symbol or self-expression benefit of a brand is achieved through the process of meaningtransfer (McCracken, 1993). That is, brand can be developed as having cultural meanings; for instance, brands may represent sexual type, country, race, or social class. Using advertising and other marketing communications does the transfer of meaning. Consumers who are identified with the cultural meanings of the brand notice the message and express their identification by purchasing and consuming the products and services. Thus, brand helps consumers to express their values and opinions towards the environment as well as to construct their social self-concepts. Alden et al. (1999) classified brand positioning revealed in advertisement with an analysis framework based on semiotics. Because semiotics is the study of signs and their meanings, applying semiotics approach to study verbal, thematic, and visual signs in brand advertisements can reveal the meaning associated with the brand. (REICHHELD, 2001, 2006) Brand is the most valuable intangible asset of a company, and serves as a powerful differentiator for the business and as a tool for decision making for the consumer. Branding initiatives confer individuality and differentiate one brand from the others, helping to enable consumers to recognize in a particular brand, promises kept. Such actions serve to build loyalty through trust, and result in continued demand and profitability. The concept brand covers a multitude of brand values. If brands served initially only to differentiate a product from its competitors (considering that the first brands were developed by industrial companies for over a century ago as a way of minimizing the control of sales of their products by retailers (BIEL, 1992)), they started to act today as an important factor in helping the consumer to make a purchase decision. Keller (2006) states that for consumers,
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brands can simplify choices, promise a particular level of quality, reduce the risks associated with buying and / or provide confidence about the product in question.
According to Kotler (2005), Positioning is the act of designing the companys offering and image so that they occupy a meaningful and distinctive competitive position in the target customers mind s. (Ries & Trout, 1985)If a company should be successful in todays over communicated society, they must create a good position in the mind of the customer. This position should not only consider the companys own strength and weaknesses it should also consider the competitors. (Aaker, 1998) In order to develop positioning alternatives, it is helpful to determine the image and brand personality of the major competitors. Weaknesses of competitors on relevant attributes or personality traits can represent an opportunity to differentiate and develop advantage; strengths of competitors on important dimensions may represent challenges to exceed them. (Ries and Trout 1985) Positioning is not what you do with the product. Positioning is what you do with the proposed customers. In other words, you place the product in the customer minds. (Fill, 2002) All products and all organizations have a position. An increasing number of organizations are trying to manage the positions occupied by their brands and are using positioning strategies to move to new positions in buyers mind s and so generate an advantage over their competitors.
(Sebastiao 1999) A successful positioning strategy translates into a high level of differentiation of attributes that are sustainable, measurable, and - most importantly valued by your target customers. The effectiveness of a brands position and the subsequent communication of this position are inextricably tied to your ability (as the sponsor) to deliver on your promises through the companys actions, procedures, programs, and products.
(Marsden, 2002) The commercial utility of positioning lies in how the imbuing of trademarks
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with unique, true and compelling values can influence purchasing decisions and impact upon sales. The entire enterprise of branding itself can be understood as an exercise in positioning; using product experience and marketing initiatives to increase profitability by associating trademarks with compelling consumer values. Hankinson and Cowking (1997) states that a brands positioning defines the brands point of reference with respect to the competition. (Fill, 2002, Positioning is about visibility and recognition of what a pro duct/service represents for a buyer. In markets where the intensity of rivalry and competition are increasing and buyers have greater choice, identification and under standing of a products intrinsic values become critical. (Gruenwald 1997) The goal of any brand is to continue to grow within the marketplace. In order to grow and continue to thrive, a brands position must be constantly evaluated as it relates to market needs and perceptions. Communication of brand position is inextricably linked to a brands success over time, necessitating all brand advertising to continuously communicate the brands position to consumers. Furthermore, communication of position establishes a base for adding affinity products: line extensions and flankers to the brand. Gunter and Furnham (1992) prescribe that after selecting target markets thestrategist should develop positioning objectives to then develop them into a detailed marketing mix.
(Rossiter and Percy 1997) The term positioning does not have a concrete definition; one that is applicable in all situations. Specifically, sometimes it refers to locating the brand within the product category with respect to competing brands; sometimes it refers to aiming the brand at a particular group of buyers; sometimes it refers to giving the brand an overall image, and yet at other times it refers to deciding which specific benefits of the brand to emphasize.
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Rationale
There is a significant amount of research existing on brand repositioning through advertising and its effect on brand image. The study helps in identifying the effect of brand repositioning through advertising and its effect on brand image. This type of research will be very beneficial to an marketing organization as well researches to identify the effect of advertising on brand image and this will help to bridge the gap between the existing researches. It helps to organization to attract customers towards their products and service. In order to earn the maximum profit and to maintain good relationship with the customers this study will endeavor the marketing organizations to retain their existing customers and to attract potential customers.
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Objectives
To analyze the antecedents of brand repositioning. To find out the effect of advertising campaigns on brand image. To find out the effect of brand repositioning through advertising campaign on brand image. To find out the effect of brand repositioning through advertising campaign on corporate image. To open a new Vistas for further research.
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2. RESEARCH METHODOLOGY
2.1 THE STUDY The study will be experimental in nature with experiment showing advertisement copy to the individuals followed by survey method used for data collection. 2.2 SAMPLE DESIGN The sampling design mainly consists of the sample taken for the study along with the sample size, sample frame and sampling method. Population- The population of the study will include the viewers of advertisements of Airtel, and Videocon in Gwalior region. Sampling Frame- The study will be conducted on the viewers/audiences who are located in the Gwalior Region. Gender difference will be analyzed. Sampling Element- Individual audience of advertisements of the said brands. Sampling Techniques- Purposive sampling technique will be used. Sampling Size- The overall sample size for the study will be 100 viewers. 2.3 TOOLS USED FOR DATA COLLECTION Self-designed questionnaires will be used to measure the 2 variables brand repositioning, brand image. 2.4 TOOLS USED FOR DATA ANALYSIS
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To examine the brand repositioning through advertising and its effect on brand image T-test has been applied.
To find out the relationship between brand image regression test has been applied. Internal consistency and Reliability was measured on brand image and brand positioning.
1. Reliability Test
1.1 Reliability Test of Brand Repositioning The reliability was computed by using SPSS Software 16. Croanbachs alpha reliability test was applied to check the reliability coefficients were computed for the entire item in the questionnaire. Brand repositioning of Videocon before advertising
Reliability Statistics Cronbach's Alpha .836 N of Items 7
It was found that value of reliability Croanbachs Alpha is 0.83 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand positioning of Videocon before advertising is highly reliable. Brand repositioning of Videocon after advertising
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It was found that value of reliability Croanbachs Alpha is 0.84 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand positioning of Videocon after advertising is highly reliable. Brand image of Airtel before advertising
It was found that value of reliability Croanbachs Alpha is 0.84 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand image of Airtel before advertising is highly reliable.
Brand image of Airtel after advertising

It was found that value of reliability Croanbachs Alpha is 0.83 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand image of Airtel after advertising is highly reliable.
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1.2 Reliability Test on Brand Image Brand image of Videocon before advertising
It was found that value of reliability Croanbachs Alpha is 0.83 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand image of Videocon before advertising is highly reliable.
Brand image of Videocon after advertising

It was found that value of reliability Croanbachs Alpha is 0.84 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand image of Videocon after advertising is highly reliable.
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Brand image of Airtel before advertising

It was found that value of reliability Croanbachs Alpha is 0.84 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand image of Airtel before advertising is highly reliable.
Brand image of Airtel after advertising

It was found that value of reliability Croanbachs Alpha is 0.83 which is more than the standard value of 0.7 so it can be understood the questionnaire of brand image of Airtel after advertising is highly reliable.
2. Regression Analysis
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Y Y =
A + BX
GDP (Gross Domestic Product) Dependent variable FDI (Foreign Direct Investment) Constant
BX = A =
Videocon: - Regression between Brand Image and Brand Positioning Before Advertising
Model Summary Adjusted R Model 1 a. b. R .658 Positioning Dependent variable Brand Image R Square .433 Square .428 Std. Error of the Estimate 5.76289
Predictors: (Constant), Brand
The model summary table contains the model reports of regression equation. The R square value measures how much of the variability in the outcome is accounted in the dependent variable Brand Image is explained by the independent variable Brand Positioning. In this model the value of R square is .433 that indicates independent variable. Brand Image explains 43.3% variance in Brand Image of Videocon.
Anova
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Model
Sum of Squares 2490.087 3254.673 5744.760
df 1 98 99
F 74.978
Sig. .000
Regression Residual Total
a. Independent Variable, Brand Positioning

b. Dependent Variable: Brand Image
The ANOVA table summary indicates that the value of F (74.978) was significant at 0% level of significance and thus the null hypothesis was rejected at 5% level of significance.
Coefficients
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Standardized Unstandardized Coefficients Model B -.420 0.869 Std. Error 3.923 0.100 0658 Coefficients Beta Sig. .915 .000
(Constant) Brand Positioning
The coefficient table summarizes the results with all the variable that were significant at 5% level of significant .The beta value 0.658 in case of Independent variable that was Brand Image of Videocon and show positive and significant relationship with Brand Image and Brand positioning of Videocon before advertising.
Videocon: - Regression between brand Image and Brand positioning after advertising
Adjusted R Model 1 a. b. R .072 Positioning Dependent variable Brand Image R Square .005 Square -0.005
Std. Error of the Estimate 7.63630
The model summary table contains the model reports of regression equation. The R square value measures how much of the variability in the outcome is accounted in the dependent variable Brand Image of Videocon is explained by the independent variable Brand
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Positioning of Videocon. In this model the value of R square is .005 that indicates independent variable Brand Image explains 0.5% variance in Brand Image.
Anova
Model
Sum of Squares 30.079 5714.681 5744.760
df 1 98 99
F 0.516
Sig. .474
Regression Residual Total

The ANOVA table summary indicates that the value of F (.516) was insignificant at 47.4% level of significance and thus the null hypothesis was not rejected at 5% level of significance.
Coefficientsa Model Unstandardized Coefficients B 1 (Constant) BP a. Dependent Variable: BI 29.200 .103 Std. Error 5.595 .144 .072 Standardized Coefficients Beta t 5.219 .718 Sig. .000 .474
The coefficient table summarizes the results with all the variable that were insignificant at 5% level of significant .The beta value 0.072 in case of Independent variable that was Brand Positioning of Videocon after advertising and show positive and insignificant relationship with Brand Image .
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Airtel: - Regression between brand Image and Brand positioning before advertising
Model Summary
The model summary table contains the model reports of regression equation. The R square value measures how much of the variability in the outcome is accounted in the dependent variable Brand Image of Airtel is explained by the independent variable Brand Positioning of Airtel. In this model the value of R square is .002 that indicates independent variable Brand image explains 0.5% variance in Brand Image.
Anova
Model 1 Regression Residual Total
Sum of Squares 13.688 5665.702 5679.390
df 1 98 99
F 0.516
Sig. .628

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Standardized Unstandardized Coefficients Model B 36.082 Brand Positioning -.0.074 Std. Error 5.993 .152 -.049 Coefficients Beta Sig. .000 .628
The coefficient table summarizes the results with all the variable that were insignificant at 5% level of significant .The beta value -.049 in case of Independent variable that was Brand Positioning of Airtel after advertising and show positive and insignificant relationship with Brand Image .
Airtel: - Regression between brand Image and Brand positioning after advertising
Model Summary
Independent variable: Brand
The model summary table contains the model reports of regression equation. The R square value measures how much of the variability in the outcome is accounted in the dependent variable Brand Image of Airtel is explained by the independent variable Brand Positioning of Airtel. In this model the value of R square is .004 that indicates independent variable Brand Image explains 0.5% variance in Brand Image.
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ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), BP b. Dependent Variable: BI Sum of Squares 21.483 5606.227 5627.710 df 1 98 99 Mean Square 21.483 57.206 F .376 Sig. .541a
The coefficient table summarizes the results with all the variable that were insignificant at 5% level of significant .The beta value 0.062 in case of Independent variable that was Brand Positioning of Airtel after advertising and show positive and insignificant relationship with Brand Image .
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3. Paired Sample T- Test

Null Hypothesis H0: There is no significant difference between Brand Positioning before and after advertising. Null Hypothesis H1: There is no significant difference between brand image before and after advertising.
Paired sample T Test between brand positioning of Videocon before and after advertising
Paired Samples Test Paired Differences 95% Confidence Interval Std. Mean Pair 1 0.030 Deviation 1.74920 Std. Error Mean 0.17492 of the Difference Lower 0.31708 Upper 0.37708 t 0.172 df 99 Sig. (2tailed) 0.864
The paired sample t- Test table indicates that the t value calculated between the Brand positioning of Videocon before advertising and after advertising is .172 which was insignificant at 86.4% which indicates no significant difference between brand positioning before and after advertising.
Paired sample T Test between brand positioning of Airtel before and after advertising
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The paired sample t- Test table indicates that the t value calculated between the Brand image of Airtel before advertising and after advertising is .000 which was insignificant at 1% which indicates no significant difference between brand image before and after advertising.
Paired sample T Test between brand image of Videocon before and after advertising.
The paired sample t- Test table indicates that the t value calculated between the Brand image of Videocon before advertising and after advertising is .000 which was insignificant at 1% which indicates no significant difference between brand positioning before and after advertising. Paired sample T Test between brand image of Airtel before and after advertising.
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The paired sample t- Test table indicates that the t value calculated between the Brand positioning of Airtel before advertising and after advertising is 1.83 which was insignificant at 70% which indicates no significant difference between brand positioning before and after advertising.
IMPLICATIONS OF THE STUDY
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This study is indented to be a useful contribution to the academicians, researchers and students in their studies to understand the relationship between brand positioning and brand image.
The academicians for their further research may use data. Reference of the study can also be helpful for the academicians for their research It is also intended to be useful contribution for further research because it provides a link between theory and practice.
The study is useful in opening new vistas for the further research. The study is beneficial for investors to analyze the impact of advertising. The study is useful for marketing organizations as it provides help to understand the pre and post advertising relationship between brand positioning and brand image.
SUGGESTIONS
The study has been done in a very narrow prospective by taking only two companies as the sample size. Thus it is suggested to take large sample size so that more appropriate and accurate results can be obtained.
Further research can be conducted on all companies of India.
The time period study can be extended conducted so that it can be possible to analyze facts deeply.
Study is also useful for students who have an interest in the particular field or doing research on any related topic.
SUMMARY
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This study has been divided into six chapters. The first chapter includes introduction and its sub parts i.e. conceptual framework, literature review, rational and objectives. In conceptual framework all definitions and introduction about the topic has been included. In literature review all related researchers, which has been done previously, is included. Rationale shows the need of the study i.e. why we have done this study. The objective includes all the objectives of the study. Second chapter is the research methodology which includes nature of the study, the sample design, tools for the data collection and analytical tools like this study empirical and causal in nature and methodology used in this was to examine the difference between pre and post impact of advertising on brand positioning and brand image of Airtel and Videocon. The sample size of this research is two companies of India such asAirtel and Videocon. The tools for data analysis show that which type of technique has been applied in this, like in this. Third is result and discussion, it includes the results of the research and discussion means whether review of literature match with our result or not. Fourth is implication and fifth is suggestion, sixth is summary and seventh is conclusion and in the end, references and annexure were included.
CONCLUSION
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The study was carried out to examine the Pre and Post impact of advertising on brand positioning and brand image of Airtel and Videocon a companies of India and also to examine the relationship between brand positioning and brand image before and after advertising. It was conducted on two companies of India such as Airtel and Videocon. In our study we have applied Paired Sample t-test to examine the difference between brand positioning of Airtel and Videocon before and after advertising and Regression analysis have applied to find out the relationship between brand positioning and brand image of Airtel and Videocon before and after advertising. The results of Regression analysis indicated that there was no significant relationship between brand positioning and brand image before and after advertising. The Paired Sample t-test examined that there is no significant difference between brand positioning and brand image of Airtel and Videocon before and after advertising. However brand positioning and brand image have insignificant relationship before and after advertising and there was no significant difference between brand positioning and brand image before and after advertising. Thus advertising does not impact on brand positioning and brand image.
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Chung, K. C. & Ellis, A. 2003. Online education: Understanding market acceptance in the higher education
sector of Singapore. In: Crisp, G, Thiele, D., Scholten, I., Baker, S. and Baron, J. (Eds), Interact, integrate,
impact. Proceeding of the 20 th Annual Conference of the Australasian Society for Computers in Learning in Tertiary Education, Adelaide, 7-10 December 2003. Clarke, G. 2005. An examination of self-monitoring and the influence of others as
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determinants of attitude to the higher education application service process in the UK. Journal of Marketing for Higher Education 15: 1-22. Coakes, S. J. & Steed, L. G. 2001. SPSS: Analysis without Anguish. Brisbane: John Wiley and Son. Condon, J.C. Jr 1978. Intercultural communication from a speech communication perspective. In: Casmir, F.L. (ed.), Intercultural and International Communication. Washington, DC: University Press of America. Dahlman, C. 2003. Challenges of the knowledge economy for education. Paper presented at World Education Market, Lisbon, 20 May 2003. de Chernatony, L. & McDonald, M. 2003. Creating Powerful Brands in Consumer, Service and Industrial Markets. Oxford: Butterworth-Heinemann,
QUESTIONNAIRE
I Abhishek Laghate student of MBA IV SEM am undergoing my research project. You are requested to kindly fill the questions on a scale of 1 to 7 where 1 = strongly Disagree and 7 = strongly Agree. The information so collected will be used for academic purpose only Brand Repositioning Questionnaires Old (Videocon) Have you seen this advertisement on entertainment & news channels?
36
i. Yes No If Yes, How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-7.
1. To what extent do you like this advertisement? 1 2 3 4 5 6 7
2. I believe the content of this advertisement is good 1 2 3 4 5 6 7
3. I think the presentation of the advertisement is 1 2 3 4 5 6 7
4. I paid more attention to the picture in the advertisement 1 2 3 4 5 6 7
5. I paid more attention to the headlines & text in the advertisement 1 2 3 4 5 6 7
6. This advertisement makes me feel good. 1 2 3 4 5 6
7. What is your overall evaluation of this advertisement? 1 2 3 4 5 6 7 New (Videocon) Have you seen this advertisement on entertainment & news channels? i. Yes ii. No
If Yes, How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-7.
8. To what extent do you like this advertisement?

37
14. What is your overall evaluation of this advertisement? 1 2 3 4 5 6 7
Airtel (Old) Have you seen this advertisement on entertainment & news channels? ii. Yes No If Yes, How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-7.

38
Airtel (New) Have you seen this advertisement on entertainment & news channels? iii. Yes No If Yes, How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-7.

39
Brand Image Questionnaires 1. How much do you care about using brands? 1 2 3 4 5 6 7
2. How image of product help in rating the other product of same brand?
40
3. How much company vision help in making the brand image? 1 2 3 4 5 6 7
4. Do you think logo differentiate our products from our competitors? 1 2 3 4 5 6 7
5. Do you think changing new logo helps in making brand image? 1 2 3 4 5 6 7
6. Do you think brand personality affect the brand image of the product? 1 2 3 4 5 6 7
7. Do you think word of mouth help in making brand image of product? 1 2 3 4 5 6 7
8. Do you think advertising helps in making the brand image? 1 2 3 4 5 6 7
Name: Gender:
Reliability
41
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Matrix Input Missing Value Handling Definition of Missing User-defined missing values are treated as missing. Cases Used Statistics are based on all cases with valid data for all variables in the procedure. Syntax RELIABILITY /VARIABLES=VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007 VAR00008 /SCALE('ALL VARIABLES') ALL /MODEL=ALPHA /STATISTICS=SCALE ANOVA COCHRAN. DataSet0 <none> <none> <none> 100 23-Sep-2011 15:14:45
Resources
Processor Time Elapsed Time
00:00:00.015 00:00:00.008
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Scale: ALL VARIABLES
Case Processing Summary N Cases Valid Excludeda Total 100 0 100 % 100.0 .0 100.0
a. Listwise deletion based on all variables in the procedure.
Scale Statistics Mean 33.1800 Variance 58.028 Std. Deviation 7.61760 N of Items 8
43
ANOVA with Cochran's Test Sum of Squares Between People Within People Between Items Residual Total Total Grand Mean = 4.1475 718.095 12.695 805.805 818.500 1536.595 df 99 7 693 700 799 Mean Square 7.253 1.814 1.163 1.169 1.923 10.857 .145 Cochran's Q Sig
44
Reliability
Resources
00:00:00.015 00:00:00.008
45
46
47
Reliability
Resources
00:00:00.015 00:00:00.008
48
49
50
Reliability
Resources
00:00:00.016 00:00:00.010
51
52
53
Regression
Descriptive Statistics Mean BI BP 33.2300 38.6500 Std. Deviation 7.53960 5.76891 N 100 100
Model Summaryb Model R 1 .062a R Square .004 Adjusted R Square -.006 Std. Error of the Estimate 7.56349 Durbin-Watson 1.490
dim
ensi
on0
a. Predictors: (Constant), BP b. Dependent Variable: BI
54
Regression
55
dim
ensi
on0
Coefficientsa Model Unstandardized Coefficients B 1 (Constant) BP a. Dependent Variable: BI 36.082 -.074 Std. Error 5.993 .152 -.049 Standardized Coefficients Beta t 6.021 -.487 Sig. .000 .628
Regression
56
dim
ensi
on0
57
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), BP b. Dependent Variable: BI Coefficientsa Model Unstandardized Coefficients B 1 (Co nsta nt) BP .103 .144 .072 .718 .474 29.200 Std. Error 5.595 Standardize d Coefficients Beta t 5.219 Sig. .000 Sum of Squares 30.079 5714.681 5744.760 df 1 98 99 Mean Square 30.079 58.313 F .516 Sig. .474a
a. Dependent Variable: BI
Regression
58
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), BP b. Dependent Variable: BI Coefficientsa Model Unstandardized Coefficients B 1 (Constant) BP a. Dependent Variable: BI -.420 .869 Std. Error 3.923 .100 .658 Standardized Coefficients Beta t -.107 8.659 Sig. .915 .000 Sum of Squares 2490.087 3254.673 5744.760 df 1 98 99 Mean Square 2490.087 33.211 F 74.978 Sig. .000a
59
Paired T Test
60
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User defined missing values are treated as missing. Cases Used Statistics for each analysis in a list are based on the cases with no missing or out-of-range data for any variable in that list Syntax T-TEST PAIRS=BPB WITH BPA (PAIRED) /CRITERIA=CI(.9500) /MISSING=LISTWISE. DataSet0 <none> <none> <none> 63325 23-Sep-2011 16:19:04
Resources
00:00:01.342 00:00:01.744
61
Paired Samples Statistics Bootstrapa 95% Confidence Interval Statistic Pair 1 BPB Mean N Std. Deviation Std. Error Mean BPA Mean N Std. Deviation Std. Error Mean 39.0400 100 5.01899 .50190 38.6500 100 5.76891 .57689 -.05399 .33744 5.02701 6.35178 .0124 .5737 37.5303 39.8097 -.04706 .29845 4.36362 5.54824 Bias .0137 Std. Error .4963 Lower 38.1103 Upper 40.0297
a. Unless otherwise noted, bootstrap results are based on 1000 bootstrap samples
Paired Samples Correlations Bootstrap for Correlationa N Pair 1 BPB & BPA 100 Correlation .931 Sig. .000 Bias -.001 Std. Error .019
62
Paired Samples Correlations Bootstrap for Correlationa 95% Confidence Interval Lower Pair 1 BPB & BPA .887 Upper .963
Paired Samples Test Paired Differences 95% Confidence Interval of the Difference Mean Pair 1 BPB - BPA .39000 Std. Deviation 2.13151 Std. Error Mean .21315 Lower -.03294 Upper .81294
Paired Samples Test t Pair 1 BPB - BPA 1.830 df 99 Sig. (2-tailed) .070
63
Paired T Test
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User defined missing values are treated as missing. Cases Used Statistics for each analysis in a list are based on the cases with no missing or out-of-range data for any variable in that list Syntax T-TEST PAIRS=BIB WITH BIA (PAIRED) /CRITERIA=CI(.9500) /MISSING=LISTWISE. DataSet0 <none> <none> <none> 63609 23-Sep-2011 16:16:32
Resources
00:00:01.607 00:00:01.926
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Paired Samples Statistics Bootstrapa 95% Confidence Interval Statistic Pair 1 BIB Mean N Std. Deviation Std. Error Mean BIA Mean N Std. Deviation Std. Error Mean 33.1800 100 7.61760 .76176 33.1800 100 7.61760 .76176 -.08514 .43572 6.68038 8.34041 .0172 .7711 31.7403 34.7397 -.06396 .44081 6.63407 8.40342 Bias -.0133 Std. Error .8205 Lower 31.5605 Upper 34.7995
Paired Samples Correlations Bootstrap for Correlationa N Pair 1 BIB & BIA 100 Correlation -.059 Sig. .563 Bias .000 Std. Error .096
65
Paired Samples Correlations Bootstrap for Correlationa 95% Confidence Interval Lower Pair 1 BIB & BIA -.257 Upper .141
Paired Samples Test Paired Differences 95% Confidence Interval of the Difference Mean Pair 1 BIB - BIA .00000 Std. Deviation 11.08370 Std. Error Mean 1.10837 Lower -2.19925 Upper 2.19925
Paired Samples Test t Pair 1 BIB - BIA .000 df 99 Sig. (2-tailed) 1.000
66
Paired T Test
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User defined missing values are treated as missing. Cases Used Statistics for each analysis in a list are based on the cases with no missing or out-of-range data for any variable in that list Syntax T-TEST PAIRS=BPF WITH BPA (PAIRED) /CRITERIA=CI(.9500) /MISSING=LISTWISE. DataSet0 <none> <none> <none> 63377 23-Sep-2011 16:11:23
Resources
00:00:01.342 00:00:01.745
67
Paired Samples Statistics Bootstrapa 95% Confidence Interval Statistic Pair 1 BPF Mean N Std. Deviation Std. Error Mean BPA Mean N Std. Deviation Std. Error Mean 38.6500 100 5.76891 .57689 38.6200 100 5.34805 .53480 -.03414 .29394 4.78408 5.91165 -.0159 .5375 37.5500 39.6797 -.03830 .34821 5.12919 6.48167 Bias -.0269 Std. Error .5701 Lower 37.4803 Upper 39.7400
Paired Samples Correlations Bootstrap for Correlationa N Pair 1 BPF & BPA 100 Correlation .953 Sig. .000 Bias .000 Std. Error .017
68
Paired Samples Correlations Bootstrap for Correlationa 95% Confidence Interval Lower Pair 1 BPF & BPA .912 Upper .983
Paired Samples Test Paired Differences 95% Confidence Interval of the Difference Mean Pair 1 BPF - BPA .03000 Std. Deviation 1.74920 Std. Error Mean .17492 Lower -.31708 Upper .37708
Paired Samples Test t Pair 1 BPF - BPA .172 df 99 Sig. (2-tailed) .864
69
Paired T Test
Notes Output Created Comments Input Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing User defined missing values are treated as missing. Cases Used Statistics for each analysis in a list are based on the cases with no missing or out-of-range data for any variable in that list Syntax T-TEST PAIRS=BPB WITH BPA (PAIRED) /CRITERIA=CI(.9500) /MISSING=LISTWISE. DataSet0 <none> <none> <none> 63325 23-Sep-2011 16:19:04
Resources
00:00:01.342 00:00:01.744
70
Paired Samples Statistics Bootstrapa 95% Confidence Interval Statistic Pair 1 BPB Mean N Std. Deviation Std. Error Mean BPA Mean N Std. Deviation Std. Error Mean 39.0400 100 5.01899 .50190 38.6500 100 5.76891 .57689 -.05399 .33744 5.02701 6.35178 .0124 .5737 37.5303 39.8097 -.04706 .29845 4.36362 5.54824 Bias .0137 Std. Error .4963 Lower 38.1103 Upper 40.0297
Paired Samples Correlations Bootstrap for Correlationa N Pair 1 BPB & BPA 100 Correlation .931 Sig. .000 Bias -.001 Std. Error .019
71
Paired Samples Correlations Bootstrap for Correlationa 95% Confidence Interval Lower Pair 1 BPB & BPA .887 Upper .963
Paired Samples Test Paired Differences 95% Confidence Interval of the Difference Mean Pair 1 BPB - BPA .39000 Std. Deviation 2.13151 Std. Error Mean .21315 Lower -.03294 Upper .81294
Paired Samples Test t Pair 1 BPB - BPA 1.830 df 99 Sig. (2-tailed) .070
72

Brand Re-Positioning Through Advertising and Its Effect On Brand Image

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Brand Re-Positioning Through Advertising and Its Effect On Brand Image

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1.

The Stage of Repositioning

The Principle of Repositioning

Three Types of Repositioning Strategies

Reliability Statistics Cronbach's Alpha .836 N of Items 7

Brand image of Airtel after advertising

Brand image of Videocon after advertising

Brand image of Airtel before advertising

Brand image of Airtel after advertising

Predictors: (Constant), Brand

Sum of Squares 2490.087 3254.673 5744.760

Regression Residual Total

a. Independent Variable, Brand Positioning

(Constant) Brand Positioning

Std. Error of the Estimate 7.63630

Predictors: (Constant), Brand

Sum of Squares 30.079 5714.681 5744.760

Regression Residual Total

a. Independent Variable, Brand Positioning

Std. Error of the Estimate 7.60350

Predictors: (Constant), Brand

Model 1 Regression Residual Total

Sum of Squares 13.688 5665.702 5679.390

a. Independent Variable, Brand Positioning

Std. Error of the Estimate 7.56349

Independent variable: Brand

3. Paired Sample T- Test

IMPLICATIONS OF THE STUDY

1. To what extent do you like this advertisement? 1 2 3 4 5 6 7

2. I believe the content of this advertisement is good 1 2 3 4 5 6 7

3. I think the presentation of the advertisement is 1 2 3 4 5 6 7

4. I paid more attention to the picture in the advertisement 1 2 3 4 5 6 7

5. I paid more attention to the headlines & text in the advertisement 1 2 3 4 5 6 7

6. This advertisement makes me feel good. 1 2 3 4 5 6

8. To what extent do you like this advertisement?

9. I believe the content of this advertisement is good 1 2 3 4 5 6 7

10. I think the presentation of the advertisement is 1 2 3 4 5 6 7

11. I paid more attention to the picture in the advertisement 1 2 3 4 5 6 7

13. This advertisement makes me feel good. 1 2 3 4 5 6

14. What is your overall evaluation of this advertisement? 1 2 3 4 5 6 7

15. To what extent do you like this advertisement?

16. I believe the content of this advertisement is good 1 2 3 4 5 6 7

17. I think the presentation of the advertisement is 1 2 3 4 5 6 7

18. I paid more attention to the picture in the advertisement 1 2 3 4 5 6 7

20. This advertisement makes me feel good. 1 2 3 4 5 6

21. What is your overall evaluation of this advertisement? 1 2 3 4 5 6 7

22. To what extent do you like this advertisement?

23. I believe the content of this advertisement is good 1 2 3 4 5 6 7

24. I think the presentation of the advertisement is 1 2 3 4 5 6 7

25. I paid more attention to the picture in the advertisement 1 2 3 4 5 6 7

27. This advertisement makes me feel good. 1 2 3 4 5 6

28. What is your overall evaluation of this advertisement? 1 2 3 4 5 6 7

3. How much company vision help in making the brand image? 1 2 3 4 5 6 7

4. Do you think logo differentiate our products from our competitors? 1 2 3 4 5 6 7

5. Do you think changing new logo helps in making brand image? 1 2 3 4 5 6 7

7. Do you think word of mouth help in making brand image of product? 1 2 3 4 5 6 7

8. Do you think advertising helps in making the brand image? 1 2 3 4 5 6 7

Processor Time Elapsed Time

Scale: ALL VARIABLES

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .840 N of Items 8

Processor Time Elapsed Time

Scale: ALL VARIABLES

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .840 N of Items 8

Processor Time Elapsed Time