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
CHAPTER ONE
1.0Â Â Â Â Â Â Introduction
1.1Â Â Â Â Â Â Background of the Study
1.2Â Â Â Â Â Â Statement of the Problems
1.3Â Â Â Â Â Â Purpose of the Study
1.4Â Â Â Â Â Â Significant of the Study
1.5Â Â Â Â Â Â Scope and Limitation of the Study
1.6Â Â Â Â Â Â Research Question
1.7Â Â Â Â Â Â Hypothesis
1.8Â Â Â Â Â Â Definition of Terms
CHAPTER TWO
2.0Â Â Â Â Â Â Â Â Â Â Â Â Â LITERATURE REVIEW
2.1Â Â Â Â Â Â Historical Background of Unilever Plc
2.2Â Â Â Â Â Â Definition of Brand
2.3Â Â Â Â Â Â Characteristics of Branding
2.4Â Â Â Â Â Â Types of Branding
2.5Â Â Â Â Â Â Reasons for Branding
2.6Â Â Â Â Â Â Brand Decision
CHAPTER THREE
3.0Â Â Â Â Â Â Research Methodology
3.1Â Â Â Â Â Â Â Â Â Â Â Â Â Research Design
3.2Â Â Â Â Â Â Â Â Â Â Â Â Â Area of Study
3.3Â Â Â Â Â Â Â Â Â Â Â Â Â Population of the Study
3.4Â Â Â Â Â Â Â Â Â Â Â Â Â Sampling and Sample Techniques
3.5Â Â Â Â Â Â Â Â Â Â Â Â Â Instrument for Data Collection
3.6Â Â Â Â Â Â Â Â Â Â Â Â Â Method of Data Analysis
CHAPTER FOUR
4.0Â Â Â Â Â Â Presentation and Analysis of Data
4.1Â Â Â Â Â Â Â Â Â Â Â Â Â Hypothesis Testing
CHAPTER FIVE
5.0Â Â Â Â Â Â Summary
5.1Â Â Â Â Â Â Recommendations
5.2Â Â Â Â Â Â Conclusion
REFERENCE
APPENDIXES
CHAPTER ONE
INTRODUCTION
1.1Â Â Â Â Â Â 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.
