2.2 Characteristics for Selecting a Good Brand Name
2.3 Types of Branding Strategies
2.4 Branding as an Effective Marketing Strategy for
2.5 The Importance of Branding in Manufacturing
2.6 The Impact of branding on Consumer Buying
2.7 Consumer Purchase Decision
2.8 Branding as Tools for Product Posting.
3.1 Sources of Data
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
4.1 Data Presentation and Analysis
FIVE: SUMMARY OF
FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1 Summary of Finding
1: Consumer Questionnaire
1.1 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 symbol.
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.
The brand also says something about the producer’s values.
The brand may represent a certain culture.
The brand can also project a certain personality.
The brand suggests the kind of consumer who buys or uses the product.
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.
Brand identification 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.
1.2 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.
1.3 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
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.
1.4 RESEARCH QUESTIONS
The aiding research question used is intended to achieved the following:
1) To find out how branding decision is users and
2) To asses the knowledge of Unilever Brothers
towards their product.
3) To find out possible strategy towards the
branding of Unilever product.
4) To determine the response of people towards the
branding of toiletries.
5) To find out the factors that influences of
1.5 SIGNIFICANT 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.
1.6 SCOPE OF THE STUDY
The scope of the study is one of
the importance branding in the marketing of the unlace product in Enugu
metropolis. The researcher will carryout an indept study on how unilever
their products as well as their customer perceptions on their product branding.
TERMS AND CONDITIONS APPLY
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