How creation of brand identity affects consumer behavior (Kazakhstani old and new dairy brands)

Abstract

Companies need to build a strong brand and differentiate from competitors in today's highly competitive environment. The brand is the emotion, and it is the first thought that comes to the consumer's brain when he hears the company's name or sees the logo. There is a shift from a product economy to an experience economy, where consumers' focus shifts from what I get to how I get it or what I feel when I consume the product or service. The companies become providers of experience, not only products. As many goods have the same or likely the same characteristics, the company should add some intangible values to products to create the desire to buy them. Nowadays, a brand is essential because companies strive for customers' trust, leading to the final decision to buy the product. The branding also promotes recognition and helps to differentiate from the competitors. This paper aims to assess the impact of brand identity on consumer behaviour of some customers of Kazakhstani old and new dairy brands. This work aims to identify if there is a correlation between customers' perception of a brand and their purchases. The study is important for marketers, brand managers and owners of dairy companies