Abstract:
The subject matter of this research work is to determine the degree to which symbols can predict consumer perception of a brand image. The main objective of this research work was to find out how symbols put out by an organisation influence consumer brand image perception and choices. The theories used to further aid understanding of this project were the Peirce model and the symbolic interactionism theory. The design used for the study is a descriptive survey method. It relies on structured questionnaire as an instrument of data collection. Four research questions were formulated to guide the study, from which the questionnaire was designed. 255 questionnaires were administered. From the analysed data, the researcher concludes that symbols play a key role in consumer perception of a brand image, with 43.9% of respondents agreeing that the symbols put out by the bank positively affected their perception of the brand. The researcher found out that symbols influences perception as it showcases the brand to the consumers, sustains and maintains their attention. The researcher found out that after attracting consumers to the brand, consistent brand symbol usage encourages the consumers to stay loyal to such a brand. It was recommended that organisations leverage their symbols as extensions of their main services.
