EFFECT OF BRANDING ON PRODUCT MARKETING
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EFFECT OF BRANDING ON PRODUCT MARKETING
ABSTRACT
The project work aims to provide insight into the impact of branding on product marketing. This is to help the reader understand the value of branding in business and the effective operation and development of such organisations and industries.
Branding is crucial for advertising effectiveness. This is because branding distinguishes between comparable products from various manufacturers. It assists consumers in determining the brand identity of diverse producers.
Branding can be defined as the use of a name, term, symbol, or design, or a mix of these, to identify a product for the consumer and tie it to the brand.
The marketing team’s goal is to discover or create a brand name that is firmly associated with the personal value structures of a broad portion of the market.
The research consists of five chapters.
Chapter one
INTRODUCTION
1.1 Background of the Study
Prior to independence, Nigerians relied heavily on imported commodities, particularly domestic supplies, which were made available by colonial overlords and Western merchants.
There were few local substitutes at the time, and when there were, they were inferior in quality to imported items, which explains why many people preferred foreign products.
With the achievement of independence in 1960, there was a call for another type of freedom: economic independence.
The third and fourth national development plans aimed for self-sufficiency. To achieve economic independence, the country needed to reduce its reliance on imports. Many efforts have been made to promote Nigerian-made goods.
To make items using local raw materials, the Structural Adjustment Programme (SAP) was implemented, which focuses on local raw material procurement, food self-sufficiency, and supporting growth-oriented investment.
Marking initiatives, such as trade fairs, are frequently organised to promote and expose local manufacturers. It raises awareness about the products. It was organised by the Chamber of Commerce and Industry.
The product industries included Unilever Nigeria Plc, Patherson and Zochoms (PZ), UAC, and the International Equitable Association (IEA). They create similar items, but they differentiate their products and establish a higher market position through the usage of brand names.
Branding is crucial for advertising effectiveness. This is because branding distinguishes between comparable products from various manufacturers. It assists consumers in determining the brand identity of diverse producers. Branding is the use of a name, term, symbol, or design to identify a product.
It identifies the product for the consumer and links it to the brand and product design.
Brand promotion benefits both branders and customers. A good brand speeds up the customer’s buying experience, reducing the marketers’ selling time and effort. When clients make recurring purchases from a brand, the brand is protected from competition from other companies.
This can boost sales volume while lowering promotion expenditures. Goods brands can boost the company’s image, accelerating acceptance of new items promoted under the same name.
Unilever Nigeria PLC is a marketing company that sells over 40 different brands in 82 box sizes throughout home care, personal care, and food categories. To ensure marketing excellence, the organisation has a clear policy of maintaining excellent product quality that is widely respected.
The company’s quality policy outlined the criteria to which it is dedicated. The company is committed to meeting consumer needs in terms of product performance and quality standards better than competitors; it ensures that quality standards satisfy brand advertising claims and,
in general, are supportive of overall brand positioning; and it maintains regular contact with the market, distribution chain, trade, and consumers for close monitoring of product performance and quality against other competitors.
Unilever Nigeria PLC competes against different industries. Their products are designed, manufactured, branded, and sold particularly to satisfy the specified demands of consumers.
Hence the phrase “A visible friend in every home”. The researcher is interested in learning about the effect of branding on product marketing.
1.2 Statement of the Problem
Today, competitive conditions characterise almost every market in Nigeria’s manufacturing business; the quality of competitive products varies greatly.
Every human being, by nature, wants to appear to be the greatest, and every industry wants to have the best products. This is a common perception that some materials are inferior, with a preference for higher-quality products.
In some circumstances, some things sell better than others not because they are of higher quality, but because of the name associated with them or the amount of advertising they receive. The purpose of this study is to determine what role product branding has played in the marketing of Unilever PLC products.
1.3 PURPOSE OF STUDY
The overall goal of this study is to determine the impact of branding on the marketing of Unilever Nigeria PLC products.
Specifically, the investigation will determine if
(a) Branding influences product choice.
(b) Branding provides an advantage in competitiveness.
(c) branding contributes to profit making.
(d) The nature of the product dictates its brand name.
1.4 Significance of the Study
The study’s findings will be extremely valuable to the marketing department as well as many private and public organisations when making marketing strategy decisions.
Again, the conclusions of this study will help students who want to be successful marketers.
Additionally, the conclusions of this study will assist consumers in distinguishing between product name and product quality.
Furthermore, the outcomes of this study will form the foundation for future research.
1.6 Research Questions
The study will be directed by the following research questions.
1. How does branding influence consumer product choice?
2. Does branding provide an advantage in competition?
3. Does branding aid to profit generation?
4. Does the nature of the product dictate the brand name?
1.7 Hypothesis.
HO1: Branding of Unilever products does not influence consumers’ product choices.
HO2: Unilever’s product branding does not provide a competitive edge.
HO3: Branding does not contribute to profit generation.
HO4: The nature of the product does not dictate its brand name.
1.8 Definition of Terms
PRODUCT
A product is defined as any tangible commodities, services, experiences, events, people, locations, properties, organisations, or ideas that can be supplied to a target market in order to fulfil a want or need.
BRAND
It is a product strategy that uses a symbol or design, or a combination of the two, to identify and differentiate a product from others.
MARKETING
It is a sociocultural process in which individuals and groups achieve what they require and desire by establishing offers and freely exchanging goods and services for a value with others.
TRADE MARK.
Is a part of a brand that is legally protected because it belongs only to the corporation.
TRADE NAME:
Is the formal name of an organisation, such as Unilever Nigeria PLC and Nigeria Breweries PLC?
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