CHAPTER
ONE
1.0 INTRODUCTION TO THE
STUDY
A brand is a
name, word, make term, letter, device or some combination that is used by
manufacturer or some combination that is used by merchants to identify their
goods and services and to distinguish them from those of competitions.
Branding
plays a vital role in product quality that it’s important cannot be over
emphasized.
A product
without branding or means of identification or means of differentiating it from
that of its competitive production has very little or no stand in a competitive
market.
The
first decision is whether a company or its deals should even put a brand name
on specific products, producers and middle men sold cases without any supplier
identification. The earliest signs of branding were in the efforts of medical
guides to require craftsman to put trademark of their craftsman to protect the
consumer against inferior quality by allowing producer to be traced
In
the United States, the earliest brand promotes were the patient medicine
manufacturers growth in branding occurred after the civil war with the growth
of national firms and national advertising medical. Some of the early brands
are still with us. Such as “Brodens condemned milk, quaker oats, Vaseline and
wory soap.
Interest
in branding has been so dramatic that today in the united state, hardly
anything is sole branded salt is packaged indisfunctive manufactures contained
oranges are stamped with growers name, common nuts and bolts are packages
cellelopiance with a distributors labels and various parts of automobile a spark
plugs, tyres, filters carry visible brand name different from the names of
automobile. Ever chickens hell recently been branded successfully.
1.1 BACKGROUND
OF THE STUDY
Therefore
companies brand names should not be treated lightly but as an integral re –
enforcement of the product concept, it is the duties of the companies to build
a unique brand name that will eventually become identified with the generic
product. It is worth recognizing at this stage that many companies fail because
they do not brand their product to differentiate them from the others sometimes
the pressure for branding came out from the distribution or ultimate buyers or
consumer.
Distributor
may want brand name as means of marking the product easier to handle
identifying suppliers, holding production to contain quality standard and
increasing buyers preference.
Ultimate
buyer want brand names to help them identify the product they want. The brand
names to help them identify the product they want. The brand name has
informational value to buy without it they could not have shop in modern
supermarket with a whole lot of different product.
Through
product differentiation and branding seller develop a customer by loyally some
companies organized their operation around the various brand. For example P.2. Industries
Lever Brothers Nigeria Limited and A.J. Steward have separate divisions
organized for products. As individual manage is place in change of each
products or brand. The national behind brand and product management is that, it
is desirable to have a single person coordinating the planning and strategy for
a product, rather than having numerous individual managers, the various
marketing activities for many products under a brand manage system, there is a
tendency for each brand manager to fail to see the total picture and demand
more company resources than his or her product should receive still the brand
management method of organization retains the major advantages of designating a
specific individual as being responsible for coordinating the total marketing
strategy for a product. This selection of brand is not a casual process. Names
convey images that can help or hunt a product.
Benson,
white London, brown London, sm. Rothmans, convey executing and favorable
images. The desirable qualities of brand name include.
a.
To avoid infringement
and to provide a distinctive identification of product, such as “benson”
b. Suggestion
of benefit so as to increase the products appeal such as “Rothmans”
c.
Easy to pronounce,
spell recognize and remember to aid repeat purchases such as SM. While London
benson, etc.
d. Suggestive
of desirable product qualities such as aspen, marboro, Rothmans
Being
destructive is especially important in naming a completely products, because
the brand name may become almost spononymous with the generic title of the
product.
A good brand name meets two important
requirement
a.
Maximum promotability
b. Minimum
risk or loss of ownership right
1.2 STATEMENT
OF PROBLEMS OF THE STUDY
Branding is the
practice of identifying a product or line of products by a special name or
symbol to organization corporate image.
ØTo
highlight the problems faced by organization in the choice of brand.
ØIt
may be costly for dealer to develop the demand for the brand
ØDistributors
assumed the risk and cost of carrying inventory because they are usually
required to buy in large quantities.
ØTo
discovers whether distributor brand will often compete directly with a
manufacturer brand
ØTo
explain buyer good – will to a product is describe to the distributor, and
buyer loyally to the distributor, not to the manufacturer
ØTo
suggest something about the products characteristics or benefit
ØPurchased
as a result of deceptive brand identified and them corrected so that he could
make a repeat purchases?
1.3 AIMS AND
OBJECTIVES OF THE STUDY
The aim of this
study is to evaluate the significance of branding to effective marketing.
To assist buyers
in the identification of specific products they like or do not like.
To facilitate
the purchases of items that satisfy individual needs.
To and buyers in
evaluating the quality of products because brand symbolizers a certain quality
level to a purchaser.
To brand psychological
rewards to the buyer of the branded product line a brand may have a
considerable status associated with it
Secondly, to
know the extent to which brand as a promotional strategy has really helloed,
the manufacturer and the middle man in marketing their product.
Thirdly, this
study will afford manufacturer the economic justification for branding product,
Also the different methods that can be sued to distinguished a product from
another will be enlighten on why consumers are loyal to specific product and
not other.
Finally, the
aims and objectives of the study lead to a source acknowledge for students who
are studying business are in particular marketing to why
companies brand their product. It will also be of great assistance to potential
manufacturers in future. This is because branding can make the difference
between success and failure of profit
and loss of the organization.
1.4 SIGNIFICANCE OF THE STUDY
By
branding the product, a procedure or distribution topic to develop among
consumers position and confidence attitude towards his product. That will give
it a market position supervisor to that held by unidentified product, they may
be willing product.
Even
when consumers will not pay more, if consumers preference can be developed
,dealer may be induced to handle the product for smaller margins.
In competing
with there branded product. The owner of a particular brand feels that he
secures the good with arising from satisfaction with product. Through branding,
the owner hopes to make his product special so that customers not only will
request it specifically, built will refuse to accept substitute. Through
branding, the branded development habitual use of his product to the extent
that selection of the brand become routine his position is then insulted
because competitor have to break the habit pattern in order to have opportunity
to send to his customers branding also permits the owner of the brand to give
brand preference to other product organized as a line or family of product
marketed under the same brand. This makes line extension and the introduction
of new product easier.
It may also
reduced promotional cost because part of this benefit from any advertising is
gamed by all products marketing under the same brand name in the light of the
above reason, I am interesting in studying the significance of branding to
effective marketing of the tobacco product s in Nigeria.
1.5.
SCOPE
OF THE STUDY
This scope of
the study is designed to make research on branding and know how it has helped
the manufacture in his products effectiveness in its marketing undertaking as
well as the consumers. The study was concentrated an a manufacturing company
sited in Ilorin. It was intended to know how the manufacturer use branding to
persuade consumers and society in general. The principal scope of the study
include the identification of the problem that the manufacturer will encounter
when he is trying to use branding as a means of marketing his branded product
and the kind of relationship that exists as a t the particular period and the
objectives of the study which will be eminent to the researcher.
1.6.
LIMITATION
AND CONSTRAINTS TO THE STUDY
In the course of
carrying this project, worth allot of constraints were encountered among which
are non response by some respondents, lack of cooperation form some of the
customer, financial constrain and lack of time.
Firstly, this difficult for the
researcher to distribute the questionnaire to all the customers that patronize
international tobacco company in Ilorin, out of the questionnaires distributed
some were not returned.
Secondly, lack
of cooperation was experienced from the customers. They were complaining of
their time been wasted. Also some of the company’s staff in getting out
information as they were termed “official secrets” hence, This not easily to
get necessary in department information that could help the researcher to make
predictions after they must have been worked upon. The financial position of
the researcher and the cost of research materials impinge on the extent of the
investigation. More so, the time allowed to carryout the research work is too
short. In spite of all the above mentioned construes the researcher still
comment same respondents for their useful suggestion and constructive
criticism.
Finally
, branding is excessively expensive on most of our products, this brand special
design made on such products is costly. The aspect of selecting a good brand
name is very difficult mostly to the marketing management .