Local product brand image: A case study of small and medium enterprises in Muar, Johor

The most preferred product branding behavior by local customers and local product is equivalent competitive standing for local and foreign products. Basically, well-known brands are likely to be purchased rather than those that are unknown. People often trust what they know and distrust, or, at the very least, feel suspicious with unknown brands.
Nội dung trích xuất từ tài liệu:
Local product brand image: A case study of small and medium enterprises in Muar, Johor 183Int. J Sup. Chain. Mgt Vol. 8, No. 1, February 2019 Local Product Brand Image: A Case Study of Small and Medium Enterprises in Muar, Johor. Hasmah Zanuddin1#, Norrosellah Mukhtar2# # Department of Media Studies Faculty of Arts & Social Sciences, University of Malaya, Kuala Lumpur, Malaysia. 1hasmahz@um.edu.my or hasmahmedia@gmail.com, 2norrosellah@yahoo.comAbstract --- Malaysia, which has a variety of races and need higher emotional level and some would lie tocultures, is booming with commercial activities. be at the level [4, p. 13-14].Currently, small and medium enterprises in Malaysia The distinction between brand and producthave received increasing attention from the public and is fundamental. Product is what the company makes;government. Today, brand plays important roles what the customer buys is a brand [7, p. 2].which is to improve consumers’ lives and enhance thefinancial values of firms. It can also differentiate James R. Gregory in 2002 defines brand ascompanies’ products with those of competitors’. an important asset to the company which needsStrong brands don’t just happen. They are usually the regular governance as well as other assets. In thisresults of a long-term strategy that guides how a global market, James says that many are aware ofcompany does business and is tightly bound to its brand importance and corporate as a factor to buildunderstanding of customer needs. The focus of this company value for not just in the country [8, p. 4].research is an examination of brand and branding of However, James adds, to grow the brand inlocal products produced by small and medium the market, company needs to have a strong brandenterprises of local people at Bandar Muar, Johor. which is presentable to users. Every company has itsBranding theory signifies three important frameworksfor this study, namely symbol, communication and own way to the growth of their product [8, p. 16].behavior. Overall, branding benefits in terms of Therefore, this study will delve into ancustomer recognition. The brand image plays an examination of brand and branding of local productsimportant role when a customer decides to buy one produced by the Small and Medium Industriesproduct over another. Usually, well-established brands (SME’s) of local people at Bandar Muar, Johor.have good reputations and are immediatelyrecognizable to consumers. Almost 86 percentcustomers who have been interviewed prefer good and 2. Literature Reviewattractive packaging, which is reflected in symbolframework. Around 82 percent customers demand According to Suhaini Mat Daud & Nor Hasminithat communication element uses all mediums of Abd. Ghani [6, p. 183], the findings from A Reviewcommunication for wider reach. The most preferred of Branding Benefits Among Small and Mediumproduct branding behavior by local customers and Sized Enterprises (SME’s) says that branding willlocal product is equivalent competitive standing for benefit in terms of customer recognition. Peoplelocal and foreign products. Basically, well-known often trust what they know and distrust or at leastbrands are likely to be purchased rather than those feel suspicious with unknown brands.that are unknown. People often trust what they knowand distrust, or, at the very least, feel suspicious with Muhammad Wasim Jan Khan andunknown brands. Muhammad Khalique said that SME traders play important part in expanding economies equally [2,Keywords— Branding, Small and Medium Enterprises, p. 46].Bumiputera As an addition, according to Nurulhuda Che Abdullah and Ramlee Mustapha [3, p. 162], their respondents agree that business which bases on food, beverages, and agricultural are businesses that1. Introduction have high prospect because in long term, whatever happens, people still need to eat.Branding is really familiar in business world. Peter They state strongly that productCheverton said, brands are also considered genuine commercialization is really important in the market.symbols that need marketing. Some of the brands Packaging is a critical factor. Nice packaging will need higher cost [3, p. 160]. ...