A Study of Impact of Brand Awareness and Brand Identity with change in Brand Name from Zee24 Ghante Chhattisgarh to IBC 24: Chhattisgarh Region

Media technology has made communication increasingly easier as time has passed throughout history. It can be termed as “Media Explosion”. News Channels are continuously engage in entertaining as well as updating theirs viewers. The competition in news channel industry hinges on this very factor. The brand awareness is primary goal of advertising which helps in the understanding of present position of the product. Brand Identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, and typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers. This paper is study regarding the impact Change in brand name do really bring change in its Awareness and identity i.e. Zee24 Ghante Chhattisgarh to IBC24. IBC24 is a major Hindi language current affair channel of Central India, providing news and happenings from across the states of MADHYA PRADESH & CHHATTISGARH. IBC24 is from Goel Group of Industries, headquarter at Raipur, Chhattisgarh. The survey has been in done in various areas of Chhattisgarh. The study has been done in various region Chhattisgarh through Questionnaire and checklist. Through this it was analysed that it maintain the potential viewers but simultaneously attracted new viewers as well as got popularity in region. The findings show that both viewers’ satisfaction and brand attitudes were not affected by brand renaming, whereas the bank personality perception was to some extent modified.