Branding : a study of the Maltese scenario

Abstract

Today's world is characterized by people constantly choosing one brand over another. Every individual is a consumer and as a consumer one must make an average of 25 brand decisions a day. People spend most of their time interacting with different brands within different fields. Be it turning on ones Sony TV, going for a drive in one's BMW 318 or even just opening an ice cold Coca-cola, a person is constantly interacting with brands. This study delves into the world of brands and branding. It looks at basic branding principles and the theory behind branding. It then takes two specific age brackets (1. between 20 and 30 years / 2. between 45 and 55 years) within Maltese society and puts these under the microscope, looking at how brands infl11ence local cons11mer behavior. The conclusions point to brands as having a very strong influence on local consumers and this influence is more intense on those aged between 20 and 30 years of age. Yet people do not yet seem to be sure attributing value to strong brands even though they admit that these strong brands give an assurance of quality and are therefore the better buy. These conclusion where reached by means of a survey.