MURFATLAR BRAND PERSONALITY

Alex Gavrilescu
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Alex Gavrilescu: Academy of Economic Study, Bucharest, Romania

Revista Tinerilor Economisti (The Young Economists Journal), 2011, vol. 1, issue 17, 93-99

Abstract: This paper aims at observing the issue of brand evaluation and at conducting a case study at Murfatlar S.A. The brand evaluation is a problem in the context of competition between brands to have their market share, recognition and reputation. Brands are fighting for a more privileged place in the consumer's mind. In this way, they can be sure that they will be chosen in the moment of buying. The objective of this research is to answer the question how customers rate the brands, and in particular to determine the coordinates of brand personality. Reviewing the literature I found that, often, between customers and brands closed relationships are established based on respect, trust, emotions, and resonance with the brand. The customers want to interact with the brands on the basis of the identified affinities. In this way, the brands have come to borrow from the human personality. To achieve the objective of the proposed research I have conducted a case study on a sample of 100 respondents, wine consumers, to assess the Murfatlar brand personality. I chose this brand because Murfatlar is the largest vineyard in Romania as cultivated area and also ranks first in wine consumption in our country, according to the market share. Murfatlar has a diverse portfolio that blends traditional brands with the new launched brands. The research results show that the new launched brands introduced in the company's portfolio have a more youthful, more exuberant personality being adapted to the young consumers segment, which focus on brand, fashion and quality when they buy a product. The Murfatlar traditional brands enjoy a more quiet and conservative personality. The practical implications of the study demonstrate the need to launch new brands and their proper positioning, to ensure the congruence with the changing needs of customers. The main achievements of the study refer to brand personality practical testing and to the need to incorporate this method of evaluation in the measurement analyses of the brand potential.

Keywords: brand evaluation; brand personality; consumer-brand relationship (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2011
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