MODELLING THE BRAND IDENTITY OF BISCUIT BRANDS IN NAMAKKAL DISTRICT

Brand identity is the way a company recognizes and identifies itself in a materialistic way. This research study examined the brand identity of the familiar biscuits brands Britannia, Sunfeast, other Brands (Parle, Horlicks, and Cadbury).The brand identity of these biscuits brands were analysed on the basis of six different dimensions namely such as Brand Personality, Brand Capabilities, Brand Value, Shared Value & Community, Brand Noble Purpose and Brand Image. The sample size considered for the study was 330.