An examination of product marketing communications on brand equity: A case study of a luxury goods brand in Kano
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Background of the study
Product marketing communications are essential in establishing and enhancing brand equity, particularly in the luxury goods sector where brand image and exclusivity are crucial. In Kano, a luxury goods brand employs sophisticated communication strategies—including high-end advertising, exclusive events, and digital storytelling—to convey its superior craftsmanship and heritage (Aminu, 2023). These efforts aim to build a strong, aspirational brand image that resonates with affluent consumers. Effective marketing communications contribute to positive consumer perceptions, fostering brand loyalty and enabling premium pricing strategies (Okafor, 2024). Despite significant investments in luxury marketing communications, there is limited empirical evidence on their direct impact on brand equity. This study examines how various elements of product marketing communications—such as message consistency, media channels, and visual aesthetics—affect brand equity in the context of a luxury goods brand in Kano (Chukwu, 2025).
Statement of the problem
Although the luxury goods brand invests heavily in marketing communications, the precise effect on brand equity is not well established. Inconsistent messaging or ineffective use of media channels may weaken consumer perceptions of exclusivity and quality (Aminu, 2023). Moreover, intense competition in the luxury sector poses challenges in isolating the impact of communication strategies on brand equity (Okafor, 2024). This study seeks to address these gaps by evaluating the relationship between product marketing communications and brand equity, thereby providing actionable insights for luxury brands to optimize their communication strategies (Chukwu, 2025).
Objectives of the study:
To assess the impact of product marketing communications on brand equity.
To identify key communication elements that influence luxury brand perceptions.
To recommend strategies for optimizing marketing communications to enhance brand equity.
Research questions:
How do product marketing communications affect brand equity in luxury goods?
Which communication elements 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. Findings will help luxury brands in Kano refine their messaging to strengthen brand image and consumer loyalty. The research contributes to academic literature on luxury branding and offers practical recommendations for improving communication strategies to enhance brand equity (Okafor, 2024).
Scope and limitations of the study:
The study is limited to a single luxury goods brand in Kano, Nigeria, and may not be generalizable to other brands or regions.
Definitions of terms:
Product Marketing Communications: The methods and messages used to promote a product and build brand image.
Brand Equity: The value and strength of a brand as perceived by consumers.
Luxury Goods Brand: A company that produces high-end, exclusive products with premium positioning.
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