The effectiveness of dual branding in the agricultural sector

Abstract

The study deals with the concept of competing in the market with a dual branding strategy against mono-brands. The research, more specifically, examines the market awareness of the brand regarding the company versus the product. Monsanto SA, as a company, deals in the market as DEKALB. The study is based on the principles of the Burrows model of corporate identity. A tailor-made questionnaire was used as the measuring instrument. A total of 281 respondents completed the questionnaires. Data analysis was done by means of descriptive statistics and a Varimax rotated factor analysis. The reliability of the data was verified by determining the Cronbach's alpha coefficient. In this investigation, for the brand DEKALB, only one factor contributes to the brand image identified as dynamism. For Monsanto SA, two factors contribute to the organisation image. These factors are identified as dynamism and visual identity. The research concludes that although brand identities are similar to a large extent, the market views Monsanto SA more defined. A second factor is identified in addition to the common factor in both identities. The final and most important conclusion is that dual branding in the marketing strategy influences corporate identity and image, and vice versa. Monsanto SA should, therefore, take care not to confuse the market. Currently, agreement exists between the two identities, but it could easily result in confusion. Marketing strategies of Monsanto SA and DEKALB should purposefully dovetail to ensure that market confusion does not set in.