Loyalty to the logo, the slogan and the package: the Lebanese case

Abstract

With globalization and the excessive presence of Mass Media, the level of competition has increased in noticeable approach. This made customer relationship inevitable, before making a purchase decision. This case is valid on the international level and in Lebanon where the market is global and products from all over the world are available (Belle de France products from France, Henkel products From Germany, Haagen-Dazs from the U. S. A). Traditional Lebanese companies are excessively focusing on advertising, marketing, and promotions, not only to emphasize the quality of the product that is on the top of the pyramid in decision-making process before doing the act of buying, but also to offer the customers the chance of identifying the brand or the product. Even more, many companies head towards rebranding to redefine their selves and adapt to the changes in the environment by doing a change either in their logo or slogan or package to stay up to date. Since 2012, Gandour (a wellestablished Lebanese company) has been adopting a new strategic plan to pump life to its products, adopting rebranding and repositioning. Rebranding and repositioning of three Gandour confectionaries were studied: Tarboosh Chocolate, Unica Wafer, and Dabké Cookies. Research is based on focus groups as a primary qualitative research methodology used for data collection from one person or a group of persons who have buying features in common. The acknowledged results showed that "52%" of interviewed people appreciate that Gandour is a traditional Lebanese brand that survived many life cycles , "78%" believe that this campaign did not reach them properly, "32%" of interviewed persons are not aware of the changes that occurred. The study indicated that Lebanese like better if the company works on one branding (repositioning the brand itself) using nostalgia technique.