Presly Ogheneruke Obukoadata

Presly Ogheneruke Obukoadata

Consumers’ Inclusiveness and Migration: Evaluation of Selected Brands through the Brand Identity Prism

ABSTRACT:Brand identity management is central to brand building which prompted our evaluation on two master brands – Coca Cola and CloseUp – using the Brand Identity Prism. It explored how consumer inclusiveness and socioeconomic migration have affected consumers’ identification with…