Having the established certain perspective of how brands revolve around us as consumers, and the importance of brands to us, a focus should be given towards the concerned attribute of brand which would be the primary investigative entity of this dissertation; brand expression/ brand message/ brand tagline/ brand slogan. Brand slogans are exploited as a marketing tool to facilitate message diffusion among the consumer market, as well as a powerful tool for targeted segment�s brand positioning (Cheng et al, 2006).
In our every day lives, we come across hundreds of brands with several brand taglines targeting at different level of positioning towards the consumer mind, however have we ever critically analyzed these brand messages? Are they just complimentary to a powerful brand? Do they enable the company to communicate with the consumer? Is it a viable form of marketing communications? All these questions lead to our discussion of what do these brand messages mean to a consumer and how consumers perceive them.
In this research, the previewed agenda�s will be incorporated from the perspective of the automobile industry in Malaysia. The brand messages of various automobile manufacturers present in Malaysia will be scrutinized and will be conjured as the primary instrument for the research.