THE EFFECT OF BRANDING ON PRODUCT MARKETING

THE EFFECT OF BRANDING ON PRODUCT MARKETING

Abstract

The project’s work aims to give insight into the impact of branding on product marketing. This is so that the reader understands that branding contributes to business and that such companies and industries are developing successfully.

Branding is essential to increase advertising effectiveness. Because it is branding that distinguishes similar products from different manufacturers. This helps the consumer to determine the brand his identity of different manufacturers. Branding can be defined as names, terms, symbols, designs, or combinations thereof that identify the consumer, associate it with consumer-facing brands and products, and associate it with branded product design.

The purpose of marketing is to find or develop a brand name that has a strong connection with the personal value structure of the majority of the market.

The research work consists of five chapters.

chapter One

Foreword

1.1 Research background

Before independence, Nigerian citizens relied heavily on imported goods, especially household goods, provided by colonial rulers and Western merchants. After that, many people preferred foreign products because there were not many local alternatives, and even if they were, they were not of the same quality as the imported ones. With independence in 1960, another kind of independence was sought: economic independence.

The 3rd and 4th National Development Plans contributed to self-sufficiency. The country had to minimize imports in order to become economically self-sufficient. Much effort has been made to promote products made in Nigeria, using local raw materials to produce their products. This is supported by the introduction of the Structural Adjustment Program (SAP), which works to promote local sourcing of raw materials, food self-sufficiency, and growth investment. Branding programs such as trade fairs are often organized to promote and showcase local manufacturers. Product awareness will increase. Hosted by the Chamber of Commerce.

Product industries include Unilever Nigeria Plc, Patherson and Zochoms (PZ), UAC and International Equitable Association (IEA). They produce similar product substitutes, but use brand names to differentiate their products and secure a stronger market position. Branding is essential to increase advertising effectiveness. Because it is branding that distinguishes similar products from different manufacturers. This helps the consumer to determine the brand his identity of different manufacturers. Branding can be defined as the use of names, terms, symbols, designs, or a combination thereof to identify a product.

Identify consumer products and associate them with brand and product design. Promoting a brand benefits both branders and customers. Great brands speed up the customer’s shopping process and save marketers time and effort in selling. It also protects your brand from competition if your customers make repeat purchases of it. This allows you to increase your sales volume and reduce your advertising costs. Trademarks can enhance a company’s image and promote acceptance of new products marketed under the same name. Unilever Nigeria PLC is a marketing organization that sells over 40 different brands in 82 pack sizes in the home care, personal care and food categories. To ensure marketing excellence, the company has a clear policy of maintaining the high quality of its products, which is respected nationally.

A company’s quality policy defines the guidelines to which the company commits. The company is committed to meeting consumer needs for product performance and quality standards

Unilever Nigeria PLC is a marketing organization selling over 40 different brands in 82 pack sizes in the home care, personal care and food categories. To ensure marketing excellence, the company has a clear policy of maintaining the high quality of its products, which is respected nationwide.

A company’s quality policy defines the guidelines to which the company commits. The company strives to better meet consumer needs in terms of product performance and its quality standards than its competitors, ensuring that its quality standards meet the brand’s promotional claims and generally We support the entire positioning of the company and maintain regular contact with markets, distribution chains, trade and consumers. We closely monitor the performance and quality of our products compared to other competitors.

Unilever Nigeria PLC competes with other industries. Their products are specifically designed, manufactured, branded and marketed to meet specific consumer needs. Hence the slogan “a friend in every house”. It is of interest to researchers to examine how branding affects product marketing.

1.2 Problem Description

A highly competitive landscape characterizes virtually all markets for manufacturing in Nigeria today. Competing products have a big difference in quality.

Everyone wants to be the best, just like every industry wants the best products. It’s a general feeling that some materials are inferior and a higher quality product is preferred. In some cases, some products sell better than others. This is not because the quality is excellent, but because of the name of the product and the amount of advertising. The challenge of this study is therefore to clarify the role that product branding has played in the marketing of Unilever PLC products.

1.3 Purpose of the survey

The general purpose of this study is to examine the impact of branding on the marketing of Unilever Nigeria PLC products.

Specifically, this study will confirm:

(a) Branding influences product selection. (b) Branding has a competitive advantage

(c) Branding contributes to profits

(d) the nature of the product determines the brand name;

1.4 Importance of research

The results of this study are very useful to marketing departments and many private and public organizations when making decisions about marketing strategies.

Again, the results of this study provide additional knowledge for students aiming to become great marketers.

Additionally, the results of this study help consumers distinguish between product name and product quality.

Moreover, the results of this study form the basis for further studies.

1.6 Research question

This research is guided by the following research questions:

1. How does branding influence consumer product choices?

2. Does your branding give you a competitive advantage?

1.8 Definition of terms

product

Products refer to physical goods, services, experiences, events, people, places, property, organizations, and ideas that can be offered to a target market to satisfy its wants and needs.

brand

A product strategy that refers to a symbol or design, or a combination thereof, to identify a product and distinguish it from other products.

marketing

It is a social process by which individuals and groups obtain what they need and want by offering goods and services and freely exchanging anything of value with others.

trademark

A brand component that enjoys legal protection as it is exclusively assigned to the company.

trade name

The official name of an organization such as Unilever Nigeria PLC or Nigeria Brewery PLC.