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A Study on the Evaluation of Brand Positioning and Identification of Key Branding Strategies W.R.T. to Moustache in the Kolkata Market

Dr. Sougata Banerjee1, Ms. Trisha Banerjee2

 DOI : https://dx.doi.org/10.31142/rajar/v4i7.06

 Author's Affiliations

1Assistant Professor Dept. Of Fashion Management Studies National Institute of Fashion Technology Ministry of Textiles, Govt. Of India.

Block-LA, Plot No: 3B, Sector-III Salt Lake City, Kolkata – 700098. India

2Masters in Fashion Management (2016-2018) Dept. Of Fashion Management Studies National Institute of Fashion Technology Ministry of Textiles, Govt. Of India

Block-LA, Plot No: 3B, Sector-III Salt Lake City, Kolkata – 700098. India


 

ABSTRACT

In this research the researchers tried to study the brand positioning of Moustache, an entry level denim wear brand from Kolkata. Around 22 branding dimensions were studied in a Likert scale with a total of 109 parameters which resulted in extracting out some important factors, through exploratory factor analysis which influenced the decisions of the consumers in terms of their brand choice. The factors extracted were, namely, Brand Loyalty, Brand Satisfaction, Brand Renown-ability, Brand Knowledge, Brand Promise, Brand Performance and Brand Assurance. All these factors in totality help to shape the position of the brand in the minds of the consumers. These factors collectively explain 60.789% of reasons dictating the branding strategies which affect the purchase behaviour of the consumers of Moustache. A perceptual mapping, through multi-dimensional scaling, of the brand along with its competitors, namely, Mufti, Hoffmen and Passport were done in order to determine how the well the brand is perceived by its consumers in its segment. It was seen that among all the consumers, Moustache was perceived as a brand which has very low perception in Product Innovativeness and Product Promotion. Lastly all the responses of the consumers of the Likert scale was subjected to a mean score analysis in order to understand the mean agreement or disagreement of each branding dimension with respect to the Moustache brand in the mind. It was seen that around 7 branding dimensions namely, Brand Love, Behavioural Commitment, Brand Respect, Action Loyalty, Cognitive Loyalty, Affective Loyalty and Brand Symbolism were the dimensions which according to the consumers, Moustache was lagging behind as compared to its competitors. This research shall help in a better understanding of the denim jeans brand market and shall help further researchers and organisations based out of Kolkata to work upon these characteristics before launching their brand or product with respect to the brand Moustache.