Analysis on consumer recall, recognition and brand association of the Savlon Social Media Campaign

Abstract

The research caters to the impact of social media campaign on brand recall, recognition and associations which in turn would create a change on their purchase intention. The demography was chosen based on three professions with a wide age bracket. The findings should that Savlon being an established brand already has instilled the colour blue and its logo in people’s minds. Hence the brand recognition is strong. Brand recall was strong in the area of its product type but it was not the case in terms of its use for handwash and cleaning floors. The overall evaluation can be drawn out to be that the campaign had a significant impact on the respondents however, Savlon itself has a strong brand identity from before hence the campaign could achieve brand loyalty easily through its social media presence.