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Understanding brand identity confusion

R.K. Srivastava (University of Mumbai, Mumbai, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 21 June 2011




The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit. The main aim of this research is to unveil the consumer perception about Cinthol and to understand the importance of brand identity of a product and the factors influencing it.


A descriptive study was conducted in the age group of 21‐55 years to ascertain the perception change in the brand identity of Cinthol, its brand personality, its awareness levels, its usage pattern, its promotional campaigns and the factors influencing the buying behavior of the consumers.


It was also observed that most of the respondents identified Cinthol as a family soap closely followed by male soap, though the difference between the two was not significant. Company is projecting this brand as male's soap overall satisfaction and loyalty, hence the ultimate outcomes.

Practical implications

The view presented in this paper is drawn from the marketing research perspective but question raised should be of great interest to practitioner as well. The work outlined should provide a marketing manager with a clear view and understanding of brand identity and image.


This brand identity and brand image study should help the brand to assess the impact of change in brand personality. Frequent changes may affect the brand image due to identity crisis.



Srivastava, R.K. (2011), "Understanding brand identity confusion", Marketing Intelligence & Planning, Vol. 29 No. 4, pp. 340-352.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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