EVALUATION OF DUFIL PUBLIC RELATIONS STRATEGIES IN ITS BRAND MANAGEMENT

ABSTRACT

This study evaluated the public relations strategies used by DUFIL in its brand management using Indomie Noodles as a case study. The study was hinged on the Two- way Symmetric Model and System Theory. The survey design was adopted with the aid of a 9-item questionnaire. The sample comprised 400 respondents from the youth in Benin City. Data obtained were analyzed and presented with simple percentages and frequency tables. Findings showed that a large amount of the youths in Benin City are familiar with the Indomie noodle brand and its brand management strategies especially the Indomitables strategy. The study also revealed that price/affordability is a major factor influencing the loyalty of youths in Benin City towards the Indomie noodles brand. Also, the study investigated the relationship between public relations and brand strategy and confirms that public relations is a useful tool to implement brand strategy. The study emphasized enhancing the awareness, understanding and commitment to a brand through public relations is usually an essential part of any overall strategy aimed at sustaining and raising standards of performance and credibility.