The Effectiveness of Dual Branding in the Agricultural Sector

Christo A. Bisschoff, Hendrik P. Van Staaden and Amareza Buys
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Christo A. Bisschoff: North-West University, South Africa
Hendrik P. Van Staaden: Monsanto SA, South Africa
Amareza Buys: Pondera CC, South Africa

Managing Global Transitions, 2013, vol. 11, issue 1 (Spring), 79-110

Abstract: The study deals with the concept of a dual-branding strategy by investigating the market awareness of two brands: the Roundup herbicide, DEKALB seed products and biotechnology traits and Montana SA. 281 respondents completed a tailor-made questionnaire. Descriptive statistics and a Varimax rotated factor analysis informed the data analysis. Reliability was verified by determining the Cronbach alpha coefficient. Currently, agreement exists between the two identities, but it could easily result in confusion; therefore, care should be taken. Regarding the brand DEKALB, only one factor contributes to the brand image, namely dynamism. For Monsanto SA, two factors contribute to the organisation image, namely dynamism and visual identity. The research concludes that although brand identities are similar, the market views Monsanto SA more defined. Most importantly, the conclusion drawn is that dual branding in the marketing strategy influences corporate identity and image, and vice versa.

Keywords: corporate identity; marketing strategy; dual branding; mono-branding; market awareness (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Date: 2013
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