Relationships between Brand Identity and Marketing Performance of Beverage Businesses in Thailand

Abstract

                 The purpose of this research was to test the relationship between brand identity and marketing performance of beverage businesses in Thailand by using a questionnaire as an instrument. The data were collected from 109 marketing executives of beverage businesses in Thailand. The statistic techniques used for analyzing the collected data were multiple correlation analysis and multiple regression analysis. The findings revealed that brand identity in aspects of physical characteristics and brand relationships positively related to and affected on the overall marketing performance, whereas brand identity in the aspect of brand personality had no effect on marketing performance. Therefore, the marketing executives of beverage business should have solid plan to develop brand identity and have the accumulation of appropriate brand identities by focusing on brand design with distinctive characteristics to create trust and commitment with brand. Furthermore, firm should develop product quality to meet customers’ needs and demands.  Moreover, firms have to pay attention to marketing activities for creating positive perception of brand to obtain satisfaction and repurchase of customers. In addition, firms have to promote brand image regularly to attain customer optimistic attitude and loyalty. Likewise, firms have to focus on customer relationship to retain current customers and attract new customers.  This could differentiate firms’ brands from others and create competitiveness, which triggers to the sustainable success of the firms.