IS THE BRAND DEFORMITY A SYMBOL OF SUCCESS?. - A STUDY IN THE VIEW OF CHENNAI CONSUMERS

The main aim of this paper is to ascertain whether the brand deformity phenomenon for a
firm is a symbol of success (or) failure (or) simply a strategy to manage to stay in the
marketing arena. The study depends on primary data collected from 472 consumers in
Chennai City through the convenience sampling method. It is found from the study that the
popular firms involved in the process of brand deformity when they realize the popularity of
their brand exist in the market and brand performance which is offering the best satisfaction
to their customers. They strongly believe that highly satisfied customers have very high
confidence in their brands and they are very much useful to develop brand equity. and brand
loyalty towards their firms.