An examination of product marketing communications on brand equity: A case study of a luxury goods brand in Kano
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Product marketing communications are vital in building and maintaining brand equity, especially in the luxury goods sector where image and exclusivity are paramount. In Kano, a luxury goods brand employs sophisticated communication strategies to highlight its superior craftsmanship, exclusive design, and heritage. These communications utilize high-end advertising, social media storytelling, and targeted events to create a strong, desirable brand image (Aminu, 2023). Effective marketing communications help consumers perceive the brand as prestigious and valuable, thereby enhancing overall brand equity (Okafor, 2024). Despite the importance of these strategies, there is limited empirical research on how specific communication elements influence brand equity in the luxury market. This study investigates the impact of product marketing communications on brand equity, examining factors such as message consistency, media channels, and consumer perceptions within the context of a luxury goods brand in Kano (Chukwu, 2025).
Statement of the problem
Although luxury goods brands invest heavily in product marketing communications, the direct impact on brand equity remains ambiguous. Consumers in Kano may appreciate high-quality communications, yet inconsistent or poorly executed messages could weaken the brand’s perceived value (Aminu, 2023). Moreover, intense competition in the luxury sector makes it challenging to isolate the effects of communication strategies on brand equity (Okafor, 2024). This study seeks to address these uncertainties by examining the relationship between marketing communications and brand equity, providing evidence-based insights into which strategies are most effective in enhancing the luxury brand image (Chukwu, 2025).
Objectives of the study:
To assess the impact of product marketing communications on brand equity.
To identify key communication elements that enhance consumer perceptions of luxury.
To recommend strategies for optimizing marketing communications to strengthen brand equity.
Research questions:
How do product marketing communications affect brand equity for a luxury goods brand?
Which elements of marketing communications are most influential in building brand equity?
How can luxury brands optimize their communications to improve overall brand value?
Significance of the study
This study is significant as it explores the role of product marketing communications in shaping brand equity in the luxury goods sector. The findings will provide valuable insights for luxury brands in Kano to refine their communication strategies, ensuring that they effectively convey exclusivity and quality to enhance consumer perceptions. The research contributes to academic literature on luxury branding and offers practical recommendations for improving brand equity through strategic communications (Okafor, 2024).
Scope and limitations of the study:
The study is limited to evaluating product marketing communications and their impact on brand equity for a luxury goods brand in Kano, Nigeria. Results may not be applicable to other sectors or regions.
Definitions of terms:
Product Marketing Communications: The messaging and promotional efforts used to market a product.
Brand Equity: The value and strength of a brand as perceived by consumers.
Luxury Goods Brand: A company that produces high-end products characterized by exclusivity, superior quality, and premium pricing.
Related Project Materials
The impact of mobile social media advertising on consumer engagement: An evaluation of a digital platform in Port Harcourt.
Background of the study
Mobile social media advertising combines the reach of social media pl...
BUDGETING AS AN INSTRUMENT OF INTERNAL CONTROL IN A MANUFACTURING ORGANIZATION
ABSTRACT
An efficient budgeting control system is one that produces the desired result. A balanced budget is the one that produces no var...
An appraisal of traditional conflict resolution mechanisms: A study of Zango Kataf Local Government Area, Kaduna State
Background of the Study
Traditional conflict resolution mechanisms have been a cornerstone of community-based governance an...
An investigation of the role of gender in political appointments in Bauchi Local Government Area, Bauchi State
Background of the Study
Gender plays a significant role in political appointments, especially in regions like Bauchi Local...
THE EFFECT OF ENVIRONMENTAL FACTORS ON THE SMALL AND MEDIUM SCALE BUSINESS IN NIGERIA
STATEMENT OF THE PROBLEM
The effects of environment on organizational performance vary from one situation to another. Th...
An Evaluation of the Effectiveness of Nurse-Led Cardiac Rehabilitation Programs for Women in Nasarawa State
Background of the Study
Cardiovascular diseases (CVDs) remain one of the leading causes of mortality worldwide, with women increasingly a...
DESIGN AND IMPLEMENTATION OF RADIO CONTROLLED CAR LOCK WITH 5MIN IGNITION DEACTIVATION
Abstract
The rate of car theft nowadays according to daily crime analysis is on the increase. Manual key locks have prov...
An examination of students' motivations for choosing vocational education in Obi Local Government Area, Nasarawa State
Background of the Study: Understanding students' motivations for choosing vocational education is vital for designing programs that meet their career...
Design of an IoT-Based Smart Attendance System for Secondary Schools in Zaria LGA, Kaduna State
Background of the Study :
In educational institutions, efficient and accurate attendance monitoring is crucial for managing...
The effect of economic empowerment on women’s involvement in politics in Keffi Local Government Area, Nasarawa State
Background of the Study
Economic empowerment is often cited as a key factor in increasing women’s political participa...
