The Impact of Brand Variance on Gender in FMCG Sector: With a Special Reference to Toothpaste Category

The Impact of Brand Variance on Gender in FMCG Sector: With a Special Reference to Toothpaste Category

Priya Grover, Sabyasachi Dasgupta
DOI: 10.4018/978-1-5225-7116-2.ch069
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With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny (masculinity or femininity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.
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Consumers have always been the judge and jury of brand communication. The way the brand communication influences the way consumers interprets and ultimately decides the course of action of the consumers. From the past, people have been analysing a brand in three ways-rational, emotional and behavioural. Even in the early days, when a brand communicated about the rational benefits, people would build emotional and behavioural associations though they did not have a dominant and significant impact on the consumer's perception about the brand. With time, people began to make their decisions more on personal emotional associations, brands moved to own emotions but it created a great challenge for the companies to differentiate from their competitors. So, where do brands go next? The next level of brand communication emerged to be emoti-behavioural campaigns, combining the emotional area with the relatively untapped behavioural one. Till now, companies need to understand the behavioural aspects of consumers if they wish to differentiate in today's time. Emotions do trigger a positive association with the brand but the differentiation lies in the top-of-mind recall for certain brands by the consumers.

Brands create value for customers thereby resulting in more revenue for the company. So, if they are evaluated continuously, they can perform better. So, measuring equity of a brand on different dimensions with time is an indicator of the growth or decline of a brand. Product market measures brand's market performance, most commonly being the price premium (David, 1991)

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