DO TAGLINES HAVE A POSITIVE IMPACT ON BUILDING THE BRAND PERCEPTION? A CASE STUDY ON KIT KAT

Abstract

Purpose: This study, focusing on the relationship of tagline and brand image, finds the impact of the Kit-Kat’s tagline on the product’s popularity. Methodology: For the purpose, a correlational test and regression analysis have been conducted. The data was collected by preselected enumerator through shoppers’ intercepts method by collecting the responses of 378 consumers of KitKat. Findings: Findings of the study suggest that taglines not only have strong impact on brand perception, but they also help in creating strong brand associations. Kit Kat is a famous brand that has various attributes and has gained popularity among the customers not just because of its tagline but because of various other elements. The Study has concluded that the tagline of the brand has a strong impact on building positive brand perception about Kit Kat. Practical Implications: This study contributes to knowledge development on brand management, and it might be helpful to other companies in designing their products’ taglines around correct parameters. However, limitation of this research is that it is based on the respondents of one area of Karachi. Hence, results may differ if this study is conducted in a wider geographical area with bigger sample size.