Role Of Brand Leadership On Brand Management Practices - A Study On Hero Motocorp

Volume 13 Issue 2 September - November 2018

Research Paper

Role Of Brand Leadership On Brand Management Practices - A Study On Hero Motocorp

CH. Sahyaja*, K. S. Sekhara Rao**

* Research Scholar, KLU Business School, Koneru Lakshmaiah Education Foundation, Vaddeswaram, Guntur, Andhra Pradesh, India.

** Associate Professor, KLU Business School, Koneru Lakshmaiah Education Foundation, Vaddeswaram, Guntur, Andhra Pradesh, India.

Sahyaja, C., Rao, S. S. K. (2018). Role of Brand Leadership on Brand Management Practices - A Study On Hero Motocorp.i-manager's Journal on Management,13(2), 31-36. https://doi.org/10.26634/jmgt.13.2.14447

Abstract

Brand image can play an important role in the business of two wheeler industry. The study determines the significant parameters that influence the brand image of locally manufactured vehicles in India. Parameters such as: customer service, innovation, and organizational values greatly influence the brand image of any motor vehicle industry. Other parameters that significantly influence the brand image include the people related aspects such as competence and trustworthiness. The study mainly focused on finding the performance of Hero Motocorp, and the influence of brand image on its performance. The outcome of this research can significantly contribute in designing the strategies by the company in order to improve its brand image and company performance. The role of brand leadership helps in improving its brand management practices at Hero Motocorp.