Brand Strategy as a Lever for Consolidating the Client Relationship: Bracongo - Research Project
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Brand Strategy, Client Relationship, Customer Loyalty, BRACONGO, Research Project, Market Competition, Product Quality, Brand Development
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Abstract
This research project aims to study the influence of brand strategies on customer relationships, focusing on BRACONGO's client loyalty process and its repercussions on the client. The study will analyze the current strategy's effectiveness in meeting client expectations and creating loyalty. The research will provide recommendations for improving productivity and client satisfaction.
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[...] The solutions, research results and interpretation of the results will be communicated to the participants (commercial and commercial manager), so that they are aware of our recommendations for the potential flaws seen during the surveys in order to to improve their productivity even more. ? Reference References - Aaker, D. (1994) Managing Brand Equity, Dalloz, - Bathel, B. (2018, September 21). Definition: Marque. Retrieved June from Marketing Definition "The Encyclopedia Illustrated Marketing https://www.definit ions-ma marketi ng. com/defini tion/marque / - Changeur S. (2002). The brand capital: concepts and methods. [...]
[...] - How many products are manufactured? What are their raw materials and sources (imports, etc.)? - What are the subsidiaries of the group? - Can you give us the website of your company? - Would it be possible to know the company's capital? Its turnover? Its net result? - What types of equipment are used in the factory (old or state-of-the-art)? - How many employees do you make work? - What are the different departments and services existing within your company? [...]
[...] Questionnaire for the customer survey: Introduction Madam/Sir, we are conducting a study on purchasing behavior related to various ranges of beverages. Our questionnaire will take 5/10 minutes. You will be able to 1. Will you take a little of your time to answer it? Yes/No First Part: Knowledge of the Company 2. What is the first local beverage distribution company that comes to mind? List of main local companies / Don't know / NSP 3. Do you know the company BRACONGO? Yes/No If not to previous question skip the next question. 4. How did you hear about the company? [...]
[...] - Lacoeuilh J. (2000). Attachment to the brand: proposal of a measurement scale. Research and Application in Marketing Management, 13è édition. Paris: Pearson. Marketing. - Lawde in, R. (2003). Consumer and buyer behavior. Economic - Lewi G. Lacoeu il he J. (2012). [...]
[...] Open-ended choice: Bad quality of a range, not enough products in the range, too expensive, bad taste, not accessible everywhere, other, NSP 15. If there is no Bracongo product available, which product do you turn to? Local company products, Artisanal products, Imported products Third part 16. Sex: Male or female 17. Age: 18-24 / 24-34 / 35-44 / 45-54 / 55-65 / over 65 years 18. Profession: Student / Employee / Technician / Private sector manager / Public sector manager / Business leader / Craftsman / Unemployed / Housewife / Retired 19. [...]
