ii. Agreed that the slogan “Life can’t wait” belongs only to Sunsilk iii.“Damage repair, strong and soft, hair for solution, straight away” Are thesebelongs only to sunsilk shampoo? iv. Sunsilk shampoo is easily available at all retailer outlets. v. Celebrity endorsement are play vital role in Sunsilk promotion in media. Female slogan product range available endorsemet 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 70% 57% 73% 83% 47% According to the survey, the Sunsilk brand image and brand associations that people hold are not very clearly stated. There is 70% respondent agree that Sunsilk main target customer is female. 57% of respondents know that “life can’t wait” slogan is belongs to Sunsilk and other are not aware about slogan. 83% respondents said Sunsilk shampoos are easily available at retailer outlets. In overall, Sunsilk brand image are well known among respondents but the brand association such as slogan, endorser are less aware by respondents. These associations are conform to Sunsilk brand but less aware by customers. 11
BPMM3113 BRAND MANAGEMENT-SUNSILK 4.4 Brand Judgement Brand judgements are opinion about and evaluations of the brands, which consumers from by putting together all the different brand performance and imagery association. The sample questionnaire that we have used to identify brand judgement among our 30 respondents is: i. I feel like I’m getting what I pay for. ii. I feel more satisfied with Sunsilk shampoo usage iii. I will recommend Sunsilk brand to my family and friends. Quality credibility consideration 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 87% 80% 70% The question “I feel like I’m getting what I pay for” refer to the brand quality. 87% of respondents out 30 agree that they receive high quality products from Sunsilk brand. They said Sunsilk set value based pricing for their product. The product price is equal to the quality. Besides, in term of credibility, 80% of respondents are more satisfied when using Sunsilk shampoo and hair conditioners. Lastly, Consideration refer to 70% of respondents agree that they will recommend Sunsilk product to their friends and family. The Judgment of Sunsilk product is positive. In conclusion, Sunsilk provide high quality product which create credibility for the brand. 12
BPMM3113 BRAND MANAGEMENT-SUNSILK 4.5 Brand Feelings Brand feeling is customer’s emotional responses and reaction to the brand. The sample questionnaire that we have used to identify brand Feeling among our 30 respondents is: i. Sunsilk shampoo has nice fragrances. ii. Sunsilk shampoo are secure to use iii. I feel more satisfied with Sunsilk shampoo usage Fragrances secure satisfaction 88% 89% 90% 91% 92% 93% 94% 94% 90% 90% Based on survey, the brand image and association are consistent to all. Because above 90% respondents agree that Sunsilk brand provide same feeling to them. For example, 94% or 28 respondents agree that sunsilk have nice fragrances but only few (6%) have bad feeling.
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- Spring '19
- Brand, SUNSILK, BRAND MANAGEMENT-SUNSILK