A STUDY ON BRAND MANAGEMENT WITH REFERENCE TO LOUIS PHILIPPE BRAND

A brand is defined as a consistent and clearly stated promise to deliver unique, focused and relevant benefit that differentiates an offering from those competitors. The function of branding is to create preference by managing consumer’s awareness and expectations of the brand. This is accomplished by developing a brand strategy that outlines rules and guidelines to ensure tha6 the brand owner’s goals and objectives are met. The role of branding has become the integral part of business strategy as it defines a realistic and manageable brand promise, dealing what the brand owner must deliver as what consumers expect of the brand. The study entitled “A study on brand management of Louise Philippe brand” of Madura Fashion and Lifestyle among its customer’s aims to understand more about the brand managing activities in today’s dynamic business environment. The primary interest in choosing this area of study is to gain more information about the current trends related to the topic. Perception can be created in the mind of target markets if the brand is effectively managed. Branding is creating that right perception. The perception of the target market has to be analyzed and that has to be adjusted with the companies positioning statements so that perceptions match. This enjoys higher brand equity in the market place. The main objective of the study is to know about the brand management of Louise Philippe of Madura Fashion and Lifestyle. In this research study the size of sample selected is 100 customers from the population of customers of Trissur. Data is collected with the help of structured questionnaire, which includes open end and closed end questions. Here the hypothesis is done with the help of the chi-square test; this is done to know the relation between age group and brand loyal customers and also to know the relation between age group and online purchase of LP. The next important step in this research process is analysis and interpretation of data collected from respondents. The analysis and interpretation is done with the help of graphs and tabulation. From data analysis and interpretation, findings were drawn and some suggestions also been given to help Louise Philippe showroom to improve their strategies