The impact of product marketing communications on brand strength: An evaluation of a consumer goods company in Kano.
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- NGN 5000
Background of the study
Product marketing communications are central to building and sustaining brand strength in the competitive consumer goods sector. In Kano, companies in this sector employ a range of communication strategies—including advertising, public relations, digital marketing, and in-store promotions—to articulate their brand values and product benefits. These integrated marketing communications aim to create a coherent brand image that resonates with consumers and distinguishes the brand from competitors (Okafor, 2023). Effective communication not only informs consumers about product attributes but also builds emotional connections that translate into brand loyalty. Innovations in communication, such as personalized digital messaging and interactive campaigns, have further enhanced the ability of consumer goods companies to engage with a diverse customer base (Ibrahim, 2024). Additionally, consistency in messaging across multiple channels reinforces brand recall and enhances market positioning. This study evaluates the impact of comprehensive product marketing communications on brand strength, analyzing how various communication elements contribute to consumer perceptions and long-term brand equity in a competitive market environment.
Statement of the problem
Despite the recognized importance of product marketing communications, many consumer goods companies in Kano struggle to quantify their effect on brand strength. Challenges such as fragmented messaging, inconsistent communication channels, and rapidly evolving consumer expectations hinder the ability to build a strong and cohesive brand identity (Adeniyi, 2023). The absence of standardized metrics for measuring communication effectiveness further complicates strategic decision-making. This study addresses these gaps by investigating the relationship between product marketing communications and brand strength, identifying the critical communication elements that bolster brand equity, and exploring obstacles that may impede the effectiveness of marketing communications (Chinwe, 2024).
Objectives of the study:
To evaluate the impact of marketing communications on brand strength.
To identify the key communication elements that enhance brand equity.
To recommend strategies for optimizing product marketing communications.
Research questions:
How do product marketing communications influence brand strength?
What communication elements are most critical in building a strong brand?
What challenges affect the effectiveness of marketing communications?
Significance of the study
This study is significant as it provides empirical evidence on how product marketing communications contribute to brand strength in the consumer goods sector. The insights derived will help companies in Kano refine their communication strategies to enhance brand equity and competitive positioning. By identifying the most effective communication elements, the research offers actionable recommendations that can improve overall marketing effectiveness and drive long-term brand success (Okafor, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Product Marketing Communications: The strategies used to convey product benefits and brand values to consumers.
Brand Strength: The overall equity and market positioning of a brand.
Consumer Goods Company: A business that manufactures and markets products for everyday use.
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