Abstract:
Purpose- in this study the main aim is to explore the impact of taglines on brand perception.
How dependent variable is impacted by independent variable and what is the relationship
between them? This study will also give some parameters that are used for evaluating brand
perception and how it is impacted by tagline of Kit-Kat. Popularity of Kit-Kat and how taglines
have an important pail in it will also be presented. In the end evaluation and critical debate will
be present that identifies the relationship between brand perception and taglines and how taglines
impact brand perception; positively or negatively.
Methodology/sample- main method for collecting the data was questionnaire method. Sample
size allocated for this study constituted of 378 respondents. Sampling technique used in the study
was convenient sampling method.
Findings- findings of the study suggested that taglines not only have strong impact on brand
perception but they also help in creating strong brand associations. Kit Kat is a famous brand that
has various attributes and has gained popularity among the customers not just because of its
tagline but because of various other elements. Study has concluded that tagline ofthe brand has
strong impact on building positive brand perception about kit kat. This conclusion is based on the
respondents of one area that is Karachi and results can differ because of different environments
all over the world.
Practical Implications- outcomes of this research can help other companies in designing their
taglines around correct parameters. Taglines are more than an element today because they have
evolved with the passage of time. Strong brands fulfill all brand elements and Kit-Kat is one of
them.
