Abstract:

The organizations’ develop brands as a way to attract and keep customers by promoting value, image, prestige and lifestyle. They may enjoy a trust or customer loyalty if they able to differentiate the brand from the competitor. Some of the brands have through a change in the organization, but is able to maintain the customer due to strong branding. The purpose of this study is to examine the importance of brand competitiveness in the cement production industry for Company XYZ. For the purpose of this research, both open-ended and the closed questions were adopted in the questionnaire design. Results indicated that the level of knowledge and awareness among customers are some of the factors contributed to the brand success for Company XYZ. Based on the findings, this study has addressed some recommendations in order to create confidence among customers and encourage more customer involvement.