The impact of unified multi-channel marketing on brand strength: An evaluation of a retail chain in Kano.
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- Table of Content: Available
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- NGN 5000
Background of the study
Unified multi-channel marketing refers to the coordinated use of various marketing channels—digital, print, broadcast, and in-store—to deliver a consistent and compelling brand message. This study evaluates how a retail chain in Kano leverages unified multi-channel marketing to enhance its brand strength. By integrating efforts across multiple channels, the retail chain can create a cohesive brand identity that resonates with consumers, reinforcing recognition, trust, and loyalty (Uche, 2023). Unified multi-channel marketing not only improves customer experience by ensuring consistent communication but also supports data-driven decision-making and real-time campaign adjustments. Recent studies suggest that brands employing unified strategies achieve higher market penetration and improved competitive positioning (Adeyemi, 2024). However, challenges such as channel coordination, budget constraints, and technological disparities often impede seamless integration. This research examines these factors and assesses the overall impact of unified multi-channel marketing on brand strength, providing strategic recommendations for retail chains in Kano to optimize their marketing efforts (Chinwe, 2025).
Statement of the problem
Retail chains in Kano often struggle with maintaining a strong brand image due to disjointed marketing efforts across multiple channels. The absence of a unified strategy results in inconsistent messaging, which can weaken brand strength and reduce consumer loyalty. Despite significant investments in diverse marketing channels, the lack of coordination leads to diluted brand identity and suboptimal market performance. This study aims to identify the challenges that hinder unified multi-channel marketing and evaluate its impact on brand strength (Uche, 2023; Adeyemi, 2024).
Objectives of the study:
To evaluate the impact of unified multi-channel marketing on brand strength.
To identify challenges in achieving marketing integration across channels.
To recommend strategies for optimizing multi-channel marketing efforts.
Research questions:
How does unified multi-channel marketing affect brand strength?
What challenges impede effective integration across channels?
What strategies can enhance brand strength through unified marketing?
Significance of the study
This study is significant as it provides actionable insights into how unified multi-channel marketing can fortify brand strength for retail chains in Kano. The findings will help marketing managers design cohesive strategies that enhance brand identity and consumer loyalty, ultimately improving market performance (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to a single retail chain in Kano and focuses on the impact of unified multi-channel marketing on brand strength, excluding external market dynamics.
Definitions of terms:
Unified Multi-Channel Marketing: The integrated use of several marketing channels to deliver a consistent brand message.
Brand Strength: The overall value and recognition of a brand in the marketplace.
Retail Chain: A network of retail outlets operating under a common brand.
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