EVALUATION OF LIMITED LIABILITY COMPANY TEIDA BRAND VALUE ASSOCIATIONS

Abstract

The friendliness, uniqueness, and strength of brand associations determine the ability of consumers to distinguish the brand from others, help the consumers to process information, form a positive attitude not only toward the brand itself but also to the product, and help to make a purchase decision. The goal of branding is to develop a meaningful system of brand images and associations. The friendliness, uniqueness, and strength of brand associations determine the ability of consumers to distinguish the brand from others, help the consumer process information, form a positive attitude not only to the brand itself but also to the product, and help to make a purchase decision. The most direct way to strengthen consumer loyalty to a brand is to increase consumer emotional attachment. The article presents the Limited Liability Company Teida brand value association from the consumer's point of view. Teida is a specialized healthcare company that has successfully operated in the market for more than 25 years.

Research problem. Limited Liability Company Teida brand associations have not been studied from the point of view of consumers. In order to maintain leadership and strong positions in the market, it is necessary to constantly look for innovations, follow consumer moods, get to know their subconscious brand image. Therefore the research will identify Limited Liability Company Teida brand value associations and assess their compliance with the company's aspirations.

The aim of the research is to evaluate the value associations of the Limited Liability Company Teida brand.

Methodology of investigation. 2020 April - August qualitative and quantitative studies were performed. An unstructured interview was conducted with the head of  "Teida" to determine with which value associations she associates the „Teida“ brand. Quantitative research was carried out using the data collection method - an electronic questionnaire. Random probability was used to select respondents. The study involved 344 respondents.

The main results of the research. It was found that the respondents recognized the specifics of the company's activities. The "Teida" brand mainly raises correctly recognized associations related to sports, health, physical condition, rehabilitation, and movement assistance, which meets the expectations of the company's manager - "looking at the brand, you can see a woman or a person sitting and doing exercises." Several misidentified associations, such as Asian Cuisine, Chinese, Opera, Telecommunications, and Cosmetics, came from respondents who did not buy goods from the company. In this case, the brand's relationship with the consumer was indirect (through advertising or other sponsorship), resulting in the brand associations being misidentified. The Teida brand has the following human qualities: "Excitement" and attributes: courage, energy, imagery. Brands that fall into the category of excitement are often associated with music or sports because they make the consumer feel more emotional, energetic, and independent. In the second place, the personality trait "Sincerity" is singled out, to which the trait of cheerfulness is attributed. This type includes family-oriented brands that have childhood associations that embody happiness and joy. Respondents also singled out "Sophistication" and "Competence." Consumers usually perceive such an image of the brand personality as reliable, cute, "harmless," has seriousness, stability, aristocracy, and creates an effect of trust. The least rated trait, Strength, is the type that is most male-centered. The "personality" of this type of brand is masculine, doing what it wants, unmanageable. For the respondents, the Teida brand is associated with two core values: health and professionalism, which also meet the expectations of the company's manager. The colors red and black chosen in the brand are more associated with positive emotions such as energy, health, passion, solidity, seriousness, and elegance. In contrast, negative emotional associations such as illness, blood arose only for a minority of respondents.

Main conclusions. The "Teida" brand is associated with the company's declared values, i.e., health and professionalism. When thinking about the Teida brand, respondents have in their subconscious positive, correctly recognized associations related to health, sports, physical condition, rehabilitation; when they look at the brand, they see a woman doing sports or a person sitting and doing exercises. The colors were chosen in the brand, red and black, are more associated with positive emotions such as energy, health, passion, solidity, seriousness, and elegance.