An investigation of cohesive multi-channel marketing on brand consistency: A study of a lifestyle brand in Kano, Nigeria.
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Background of the study
Cohesive multi-channel marketing is vital for maintaining brand consistency, which in turn drives consumer trust and loyalty. In Kano, lifestyle brands are increasingly adopting integrated approaches that align marketing efforts across digital, print, broadcast, and in-store channels. This study investigates how a cohesive multi-channel marketing strategy can create a uniform brand message that reinforces brand identity and builds a strong emotional connection with consumers (Ibrahim, 2023). By ensuring that all channels communicate the same brand values and aesthetics, lifestyle brands can minimize consumer confusion and enhance recognition. Recent literature highlights the importance of consistency in messaging for sustaining competitive advantage and fostering brand equity (Uche, 2024). However, achieving cohesion across diverse channels poses challenges such as disparate content creation processes and varying audience behaviors. This research examines the impact of multi-channel integration on brand consistency and identifies best practices that can be implemented by lifestyle brands in Kano to strengthen their market position (Adebayo, 2025).
Statement of the problem
Lifestyle brands in Kano face difficulties in maintaining brand consistency due to fragmented multi-channel marketing efforts. Inconsistencies in messaging across digital and traditional media create confusion and dilute the brand identity, adversely affecting consumer perception and loyalty. Despite investing in multiple channels, the lack of integration hinders the development of a unified brand experience. This study aims to identify the challenges of implementing cohesive multi-channel marketing and assess their impact on brand consistency (Ibrahim, 2023; Uche, 2024).
Objectives of the study:
To evaluate the impact of cohesive multi-channel marketing on brand consistency.
To identify challenges in coordinating marketing across multiple channels.
To propose strategies for enhancing brand consistency through integration.
Research questions:
How does multi-channel marketing affect brand consistency?
What are the challenges in achieving cohesion across channels?
What strategies can improve brand consistency?
Significance of the study
This study is significant as it provides actionable insights into how lifestyle brands in Kano can maintain brand consistency through cohesive multi-channel marketing. The recommendations will help marketers create unified campaigns that strengthen brand identity and consumer loyalty (Adebayo, 2025).
Scope and limitations of the study:
The study is limited to examining cohesive multi-channel marketing strategies within a single lifestyle brand in Kano and does not extend to other industry sectors.
Definitions of terms:
Multi-Channel Marketing: The use of several marketing channels to communicate a brand’s message.
Brand Consistency: The uniformity of messaging and aesthetics across all consumer touchpoints.
Lifestyle Brand: A brand that markets products reflecting a particular lifestyle or identity.
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