THE IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS
TABLE OF CONTENTS
Title Page
Abstract
Table of Contents
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 of the Study
1.7 Limitation of the Study
1.8 Definition of Terms
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Overview of Branding
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 Recommendations
5.3 Conclusion
5.4 References
Appendix 1: Consumer Questionnaire
CHAPTER ONE
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
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THE IMPORTANCE OF BRANDING IN THE MARKETING OF UNILEVER PRODUCTS
