IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS
Chapter one
Introduction 1.1: Background of the Study Perhaps the most distinguishing characteristic of professional marketers is their ability to establish, preserve, protect, and enhance brands. According to marketers,
“Branding is the art and cornerstones of marketing”. The American Marketing Association defines branding as a name, word, sign, symbol, or design, or a combination of them, used to identify the goods or services of a single seller or group of sellers.
In essence, a brand identifies the seller or manufacturer. It could be a name, a trademark, or another symbol.
A brand name is a moniker given to a product or service that may be spoken or pronounced in order to distinguish it from competitors. A brand mark is a portion of a brand that appears in front of a sign, symbol, letter, or design and cannot be altered.
A trademark is a brand mark or name that is legally protected. Except for the registered owner, no other seller has the right to use the trademark.
Under trademark law, the seller is awarded the exclusive right to use the brand name in perpetuity. These brands differ from other assets like patents and copyright, which have expiration dates.
A brand is essentially a seller’s commitment to continuously providing a specified set of features, perks, and services to consumers. The finest brand communicates a guarantee of quality. However, a brand is a much more sophisticated symbol. A brand can express up to six layers of meaning.
Attributes: When people think of a brand, they immediately think of particular characteristics.
Benefits: A brand is more than a collection of features. Customers do not buy traits; they purchase advantages.
Values: The brand communicates something about the producer’s values.
Culture: The brand may reflect a specific culture.
Personality: The brand can also convey a distinct personality.
User: The brand represents the type of consumer that purchases or utilises the product.
If a corporation merely considers a brand’s name, it misses the goal of branding. The difficulty of branding is to create a rich collection of meanings for the brand. When the audience can see all six dimensions of the brand, it is deep; otherwise, it is shallow.
Given a brand’s six levels of meaning, marketers must determine which level(s) to deeply establish its identity. One mistake would be to just showcase the brand’s attributes. First and foremost, the buyer is unconcerned about brand benefits.
Second, competitor 45 can easily duplicate the attribute. Third, existing traits may become less valued in the future, resulting in a brand that is overly reliant on specific attributes.
Brand identification has some advantages. It allows the vendor to establish a consumer following and differentiate a product’s degree of quality from competitors. It speeds up the process of connecting with buyers.
As a result, it is impossible to identify some products as those of a specific manufacturer without the use of a brand name. Furthermore, brand identification allows manufacturers to engage with buyers not only at the point of purchase, but also through advertising and, on occasion, publicity.
Finally, branding may allow the company to communicate both psychological and material values.
1.2 Statement of the Problem
Despite the importance of branding and its unstoppable function, as well as the restrictive (legal) measures on product policy copyright and patent rights, individuals continue to engage in product copying, refining,
and passing off image in order to project their product image in the market. That is, non-original and unbranded products compete directly with the original in the market, claiming the same market share.
In light of this, branding is vital while analysing these assertions.
a) Whether branding generates impulse purchases.
b) Whether branding assists Unilever Brother Nigeria Plc in segmenting its market.
c) Whether it has improved Unilever Brother Nigeria Plc’s sales volume buyer motivations.
d) Whether it has improved the company’s profit margins.
a) Determine whether branding has an impact on Unilever product distribution networks.
1.3 GOALS OF THE STUDY
As the name implies, a brand can be defined as a name, term, symbol, design, or a mix of these that is meant to identify the goods or services of one seller or group of sellers while also indicating their dispersion from competitors.
This study tries to determine the efficiency of branding on manufactured products in order to determine the extent to which it has aided manufacturing firms such as Unilever products.
1) To determine how consumers and the general public respond to branding and the influence and impressions it makes in them.
2) Determine whether a well-planned branding strategy can propel Unilever Brothers Nigeria Plc’s product to the forefront of the market and outperform its competitors.
3) To identify the challenges that are associated with branding as a strategy and the solution to them.
4) To investigate the significance of branding as a promotional strategy for Unilever products.
5) To critically evaluate Unilever items.
1.4 RESEARCH QUESTIONS.
The helping research question employed aims to achieve the following:
1) Determine how branding decisions affect users and producers.
2) To assess Unilever Brothers’ knowledge of their product.
3) To determine a feasible approach for branding Unilever products.
4) To assess people’s attitudes towards toiletry branding.
5) Identify the variables that drive consumer branding.
1.5 Significance of the Study
This study is important for both businesses and their customers since it provides the searcher with insight into the position it could play in any organisation.
It will educate Nigerian entrepreneurs and manufacturers of toiletries on the importance of consumer product branding. Also, they could find ample funding for every big branding move.
It is now normal practice for consumers to purchase the majority of their products due to effective branding and packaging. As a result, it goes a long way towards suggesting the priority that the firm should give it.
1.6 Scope of the Study
The study’s scope focuses on the importance of branding in the marketing of unlace products in the Enugu metropolitan. The researcher will conduct an in-depth assessment of how Unilever
trademarks its products as well as customer impressions of their product branding.
Need help with a related project topic or New topic? Send Us Your Topic