An appraisal of product launch events on brand awareness: A study of a lifestyle brand in Abuja.
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Background of the study
Product launch events have long been a cornerstone in building brand awareness, particularly for lifestyle brands seeking to establish a unique identity in competitive markets. In Abuja, lifestyle brands leverage high-profile launch events to generate buzz and capture the attention of diverse audiences (Eze, 2023). These events combine physical interactions with digital activations, creating a multifaceted approach to engage consumers and media. The experiential nature of launch events facilitates immediate consumer feedback and fosters an emotional connection with the brand. By strategically incorporating elements such as live entertainment, influencer participation, and interactive displays, brands can significantly enhance their visibility and credibility (Obi, 2024). Such events serve as a critical platform for introducing new products, generating media coverage, and establishing a distinctive brand narrative that resonates with target audiences. Recent studies have highlighted that well-executed product launch events can lead to sustained increases in brand recognition and consumer loyalty (Uche, 2023). This study examines how product launch events contribute to building brand awareness, focusing on the various components that drive successful brand communication in the lifestyle sector.
Statement of the problem
Although product launch events are widely utilized by lifestyle brands to boost brand awareness, there is limited research quantifying their direct impact. Many brands invest considerable resources in these events without clear metrics to evaluate their success (Chinwe, 2023). Factors such as event planning, execution quality, and audience engagement may vary, leading to inconsistent outcomes in terms of brand awareness. Additionally, the rapid evolution of digital media complicates the ability to isolate the effects of launch events from other marketing activities. This study aims to address these issues by critically assessing the role of product launch events in enhancing brand awareness and identifying the key challenges that may hinder their effectiveness (Nwankwo, 2024).
Objectives of the study:
To assess the impact of product launch events on brand awareness.
To identify the key elements that drive successful launch events.
To evaluate challenges and propose recommendations for optimizing event effectiveness.
Research questions:
How do product launch events affect brand awareness in the lifestyle sector?
What are the critical success factors of effective launch events?
What challenges hinder the successful execution of product launch events?
Significance of the study
This study is significant as it provides empirical evidence on the effectiveness of product launch events in enhancing brand awareness for lifestyle brands. The findings will help marketers refine their event strategies and improve brand positioning in competitive markets. Additionally, the study addresses a critical gap in academic literature by linking event components with measurable brand outcomes, offering practical recommendations for future marketing initiatives (Afolabi, 2023).
Scope and limitations of the study:
This study is limited to examining product launch events for a single lifestyle brand in Abuja and does not encompass other marketing channels or regions.
Definitions of terms:
Product Launch Event: A publicized event designed to introduce a new product to the market.
Brand Awareness: The extent to which consumers recognize and recall a brand.
Lifestyle Brand: A brand that embodies a particular lifestyle or set of values.
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