Key Features:
- No of Pages: 65
- No of Chapters: 05
Introduction:
Abstract
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 their products.
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.
Table of Content
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of Problem
1.3 Objectives of Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope and Limitations of the Study
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Brand Polices
2.2 Characteristics for Selecting a Good Brand Name
2.3 Types of Branding Strategies
2.4 Branding as an Effective Marketing
Strategy for Toiletries
2.5 The Importance of Branding in Manufacturing Industries
2.6 The Impact of branding on Consumer
Buying Decision
2.7 Consumer Purchase Decision
2.8 Branding as Tools for Product Posting.
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Sources of Data
3.2 Population of the Study
3.3 Sample Size Determination
3.4 Selection and Construction of the Research Instrument.
3.5 Sampling Procedure
3.6 Administration of the Research Instrument
3.7 Data Analysis Method.
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Data Presentation and Analysis
CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1 Summary of Finding
5.2 Conclusion
5.3 Recommendation
Bibliography
Questionnaire
Introduction
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.
ATTRISUTES: A brand first brings to mind certain attributes.
BENEFITS: 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.
CULTURE: The brand may represent a certain culture.
PERSONALITY: The brand can also project a certain personality.
USER: The 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.
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.
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