The Effect Of Branding On Product Marketing

THE EFFECT OF BRANDING ON PRODUCT MARKETING (A CASE STUDY OF UNILEVER NIGERIA PLC)

ABSTRACT

The project work is designed to give insight to the effect of branding on product marketing.  This is to enable the reader to appreciate the contributions of branding to business and the successful operation of development of such firms and industries.

Branding is essential for advertising effectiveness.  This is because it is branding that distinguishes similar products of different manufacturers.  It helps consumers to establish the brand identity of various producers.

Branding can be defined as of a name, a term, symbol or design or a combination of these to identify for the consumer and relates it to brand and product for the consumer and relates it to brand product design.

The hope of the marketing is to find or develop a brand name that strongly relates to the personal value structures of a large segment of the market.

The research work consists of five chapters.

TABLE OF CONTENTS

Title page                                                                                i

Approval page                                                                        ii

Dedication                                                                               iii

Acknowledgement                                                                             iv

Abstract                                                                                  vi

Table of contents                                                                     vii

CHAPTER ONE

1.0     Introduction

1.1     Background of the Study

1.2     Statement of the Problems

1.3     Purpose of the Study

1.4     Significant of the Study

1.5     Scope and Limitation of the Study

1.6     Research Question

1.7     Hypothesis

1.8     Definition of Terms

CHAPTER TWO

2.0            LITERATURE REVIEW

2.1     Historical Background of Unilever Plc

2.2     Definition of Brand

2.3     Characteristics of Branding

2.4     Types of Branding

2.5     Reasons for Branding

2.6     Brand Decision

CHAPTER THREE

3.0     Research Methodology

3.1            Research Design

3.2            Area of Study

3.3            Population of the Study

3.4            Sampling and Sample Techniques

3.5            Instrument for Data Collection

3.6            Method of Data Analysis

CHAPTER FOUR

4.0     Presentation and Analysis of Data

4.1            Hypothesis Testing

CHAPTER FIVE

5.0     Summary

5.1     Recommendations

5.2     Conclusion

REFERENCE

APPENDIXES

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO THE STUDY

Prior independence, Nigerian citizens depended much on imported goods especially household products which were made available by the colonial masters and Western Merchants.  Then there were not much local substitute and where there is, they were no match to the imported goods in quality, hence the preference for the foreign products by many.

With the attainment of independence in 1960 came the clamour for another kind of independence economic independence.

The third and fourth National development plan was for self sufficiency.  The country had to minimize importation so as to become economically self sufficient.  A lot of efforts had been made towards the promotion of made in Nigeria goods.  To produce goods with local raw materials which was backed by the introduction of Structural Adjustment Programme (SAP) which embark on local sourcing of raw materials, food self-sufficiency and encouraging investment in growth.

Marking programmes such as trade fair are often organized to encourage and give exposure to local manufacturers.  It creates more awareness to the products.  It I been organized by the chamber of commerce and industries.

The product industries included Unilever Nigeria Plc, Patherson and Zochoms (PZ), UAC and International Equitable Association (IEA).  They