The researcher work examined that impact of Effectiveness Branding
on the 2011-2008 Sales volume of NBL Plc. The study made use of primary
and secondary data, primary data was sourced from questionnaire and oral
interview, while secondary data came from text books, magazines, newspapers and
journals. The research instrument used in gathering the data was the
questionnaire, in Enugu Metropolis out of the 200 consumers of NBL Plc brands
of Effective Brandin on the Enugu Metropolis. Out of the 200 copies of the
questionnaire issued to the consumers 190 were returned and used for analysis.
The data collected were
analyzed using tables, frequencies and percentages.
After data analysis /discovered that:-
1. Brand name makes it for the consumers to
recognized their products.
2. Branding helps in advertising and promoting
3. Branding helps in consumer to repeat purchases
4. Branding enhances the quality of their product.
5. Branding increase the product.
Based on the above findings, recommendations, were made which the
researcher feel will go along way in helping NBL to marketing their products.
CHAPTER ONE: INTRODUCTION
1.1 Background of the
1.2 Statement of Problem
1.3 Objectives of
1.5 Significance of the
1.6 Scope and Limitations of the
TWO: REVIEW OF RELATED
2.1 Brand Polices
2.2 Characteristics for Selecting a Good Brand
2.3 Types of Branding Strategies
2.4 Branding as an Effective Marketing
Strategy for Toiletries
2.5 The Importance of Branding in Manufacturing
2.6 The Impact of branding on Consumer
2.7 Consumer Purchase Decision
2.8 Branding as Tools for Product Posting.
3.1 Sources of
3.2 Population of the
3.3 Sample Size Determination
3.4 Selection and Construction of the Research
3.5 Sampling Procedure
3.6 Administration of the Research Instrument
3.7 Data Analysis Method.
FOUR: DATA PRESENTATION AND
CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS
5.1 Summary of
BACKGROUND OF THE STUDY
Perhaps the most distinction skill of professional marketing is their ability
to create, maintain, protect and enhance brands. Marketers say,
“Branding is the art and cornerstones of marketing”. The American
Marketing Association define branding as a name, term, sign, symbol or design
or a combination of them, intended to identify the goods or services of one
seller or group of sellers.
In essence, a brand
identifies the seller or maker. It can be a name, trademark or other
Brand name is a name
given to a product which can be vocalized or pronounced and services to
distinguish it from others. Brand mark is that part of a brand show
in front of sign, symbol, letter, design which are not alterable. A
trademark is a brand mark or a brand name with legal protection. No
other seller is given the right to use a trademark except the registered owner.
For trademark law the
seller is granted exclusive right to use of the brand name in
perpetuity. These brands differ from other assets such as patents
and copyright which have expiration data.
A brand is essentially
a seller’s promise to consistently deliver a specific set of features, benefits
and services to the buyers. The best brand conveys a warranty of
quality. But a brand is even a more complex symbol. A brand can
convey up to six levels of meaning.
A brand first brings to mind certain attributes.
A brand is more than a set of attributes customers are not buying attributes;
they are buying benefits.
VALUES: The brand also
says something about the producer’s values.
brand may represent a certain culture.
brand can also project a certain personality.
brand suggests the kind of consumer who buys or uses the product.
If a company treats a brand only as a name, it misses the point of
branding. The challenge in branding is to develop a deep set of
meanings for the brand. When the audience can visualize all six
dimensions of brand is deeps otherwise it is shallow.
Given the six level of
a brands meanings marketer must decide at which level(s) to deeply anchor
identify. One mistake would be to promote only the brands
attributes. Firstly, the buyer is not interested in the brand
benefits. Secondly, competitor 45 can easily copy the attribute.
Third, the current attributes may become less valuable later, hunting a brand
that is too tried to specific attributes.
has certain advantage. It enables the seller to build a consumer
following and identify a given level of quality with a product from competitions.
It expedites the process of communicating to buyers. Thus, it is
impossible to identify some products as those of a particular manufactures
without the aids of a brand name. Moreover, brand identification enables
the manufacturer to communicate to buyers not only a point of purchase but
through the medium of advertising and occasionally through
publicity. Finally, branding may enable the firm to communicate
psychological as well as material values.
STATEMENT OF THE PROBLEM
Despite the importance
of branding and its un-preventing role and its restrictive (legal) measures on
the product policy copy right and patent right, people still devour in product
imitation, refinement and passing off image in order to project their product
image in the market place. That is, non-original and unbranded
product are placed headlong with the original in the market place committing
for the same market share.
In view of these,
branding is important in considering these statements.
a) Whether branding creates impulse purchase.
b) Whether branding helps Unilever Brother Nigeria
Plc in segmenting their market.
c) Whether it has been enhancing Unilever Brother
Nigeria Plc sales volume buyer’s motives.
d) Whether it has improving the company profit
e) If branding has any impact in determining the
distribution channels of Unilever Products.
OBJECTIVES OF THE STUDY
Brand as the name
implies could be seen as a name, term, symbol, design or a combination of them
which is intended to identify the goods or services of one seller or group of
sellers and also shows the distribution from those of competitors.
This study therefore,
seeks to know the effectiveness of branding on manufactured products with a
view to establish the extent to which it has helped in the manufacturing
companies like Unilever products.
1) To identify how the consumer of the entire
public react to branding and the impact and impressions it creates in them.
2) To find out if a well planned branding strategy
can make a product of Unilever Brothers Nigeria Plc to lead the market and
suppose it’s competitors.
3) To determine the problems that are association
within branding as a strategy and the panacea to it.
4) To examine the importance of branding as a
promotional tools to the Unilever products.
5) To examine critically Unilever products.
The aiding research
question are intended to achieved the following:
1) What interact does branding contribute towards
the success of business growth.
2) What are problems associated with to product branding?
3) Whether branding promote the sales volume of
4) Does product branding increase the cost of
5) Whether there are means to promote sales volume
of a product?
1.5 TESTING OF HYPOTHESIS
has impact on the sales volume of a company .
has no impact on the sales volumeof a company
quality of a product is determine by its packaging
quality of a product do not determine by its packaging
and branding hinders imitation in brewery industry.
and branding do not hinder imitation in brewery industry.
SIGNIFICANCE OF THE STUDY
This research work has
significant for both the companies and their consumes it affords the searcher
an insight into the role it could play in any firm. It will bring
to the knowledge to the Nigeria entrepreneurs and companies who produce toiletries
to appreciate the use of branding of consumers product. Also that they could
locate adequate finance of their budget on any major branding decision.
It is now a common
practice that consumers buy most of their product its because of good branding
and packaging. It therefore go along way to suggest the priority
that should placed on it by the firm.
TERMS AND CONDITIONS APPLY
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