1.0 Introduction
1.1 Background of the Study
A brand is a name, term, symbol, or design, or a combination of them, which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitions.
A brand is the set of physical attributes of a product or services, together with the beliefs and expectations surrounding it a unique combination which the name or logo of the product or services should evoke in the mind of the audience.
A brand name consists of words, letter and numbers which may be pronounced. A brand also consists of brand mark which cannot be vocalized e.g. Mercedes Volvo and a trade mark which gives legal protection to the manufacture.
Brands were first used by manufactures. They found it necessary to advertise their product either locally, regionally, nationally, or internationally for such advertising, they used somewhere to advertise these products successfully, and so brands came into existence.
Consumer products are those goods and services used by the ultimate consumers for satisfying his personal and non-business needs, it could be tangible or intangible, durable or non-durable etc. marketing is a social and management process by which individuals and group obtain and exchanging products and services with others.
Branding has serious effect on consumer product marketing, which helps the product to be sold effectively and also to combat competitors. But despite this benefit it has some shortcomings.
1.2 Statement of the Problem
It will be observed that the product mix in any large wholesale or retail establishment provides strong evidence that marketing today involves a battle of brands. Many food retailers handle five to ten manufacturers' brands of products such as tea or coffee with 2 or 3 of their own private brands in addition. These brands compete or battle against one another for acceptance by the consumer and for shelf-space.
Because of competitive nature in every market, in Nigeria consume product, there is a great variety in the quality between competitive products and its brand name. Nigeria breweries for instance is faced with some problems like other industries. A critical study on the effect of branding on consumer products marketing revealed this.
They are faced with the problem of competing with the giants, that is the instance presume of large competitors and as a result, they are faced with the problem of offering an array of brands and using some strategies to stands the competition of the giants.
Managerial problem can cause elapse in some firms because some brands are so powerful, thus, they are now in every day use. This research work therefore, focuses on the of brands, its effect to consumer product marketing.
1.3 Purpose / Objectives of Study
This project work tries to look at the effect of branding on consumer product marketing in Nigeria breweries Aba, it equally tries to analyze the role branding have played in Nigeria breweries Aba, it will enable a company to know the problems it is facing with branding of consumer product and how it affects the company.
This research work will enable the researcher to provide the company ways of branding its product in order to draw more customers and to increase the sale of its consumer products, and also help indigenous companies to alter their pattern of branding a product to meet the changing needs of consumers and to achieve their desires profit.
It will also serve as a guide to people setting up a company to dial with marketing of a consumer product and improve their techniques of production.
1.4 Research Questions
- In what ways does branding of a product create awareness to the public?
- What role does branding play in marketing of consumer products?
- What effect does banding have on marketing of Nigeria Breweries consumer products?
1.5 Significance of the Study
The study is of importance to the general public and to individuals who would want to improve on the formulating of brand name for effective consumer products marking. The general public will achieve quality differentiation through branding.
The company will also use it to segment at market in such a way that different grades of products are offered to consumers according to quality and purchasing power.
To the researcher, it will enable the researcher to know the importance of branding and its effect were a company to brand it prods.
To the future researcher, it will guide them to know about branding and other related topics and make some contributions to general knowledge.
1.6 Scope / Delimitation of the Study
This research work delimited on the effect of branding on Nigeria breweries consumer product marketing. It focused on the type of branding adopted by them and their effectiveness and efficiency on the use of brand name, trade mark and brand mark.
The study also focused on the benefits and importance of branding on consumer products marketing of this organization. But no attempt was made to look at the effect of branding on the consumer product marketing of other organizations.
1.7 Definition of Terms
Buy Wise:
The tendency for consumer to buy the right product.
SAP:
Structural Adjustment Programme
Publicity:
Process of securing public attention for message to be impacted.
Customer:
One who is actively engaged in buying.
Packaging:
Group of activities in product planning which, involves designing, producing wrappers and containers for a product.
Consumer:
An individual who purchase or has the capacity to purchase.
Brand:
A name, term, symbol, design or she combination of these which identifies the product of one seller from another.
