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An exploration of the influence of branding on consumer choice in the Irish beer market: a brand manager's perspective.

O'Connor, David (2004) An exploration of the influence of branding on consumer choice in the Irish beer market: a brand manager's perspective. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

The primary objective of this study is to explore the theory and process of branding and brand image, as relevant to the Irish beer market. The alcohol industry generates massive amounts of revenue in each year and is widely considered to be an inherent part of Irish culture.
This study will attempt to illustrate the importance of brands in modern day society as well as showing how brands have evolved due to the advantages in technology and globalisation. It will also attempt to explore to what extent brand image plays a role in consumer choice. It will then consider the strategies employed by beer companies to increase and maintain their brand equity as well as examining the communication methods used to attract customers. The methods used in conducting the research will be critically appraised, followed by a discussion of the results obtained from both the primary and secondary research.
The research reveals the need for strategic planning in order to enable drinks companies to meet customer's requirements, and to operate more efficiently and effectively. It is essential that these companies develop long-term realistic objectives for the brand, so as to competitively position and develop their brands in an increasingly competitive marketplace.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Branding
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: Tim Lawless
Date Deposited: 04 May 2010 13:48
Last Modified: 27 Apr 2012 16:15
URI: http://trap.ncirl.ie/id/eprint/163

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