An assessment of integrated digital branding on market expansion: A case study of a multinational company in Kano, Nigeria
- Project Research
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- Table of Content: Available
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- NGN 5000
Background of the study:
Integrated digital branding involves harmonizing a company’s visual identity, messaging, and customer experience across all digital channels. A multinational company in Kano has adopted integrated digital branding strategies to support its market expansion initiatives. By unifying its digital presence—through social media, website, mobile apps, and digital advertising—the company aims to build a strong, coherent brand image that resonates with diverse audiences. This strategy not only enhances brand recognition but also builds trust and loyalty among consumers, thereby facilitating market expansion. The study examines how integrated digital branding contributes to market expansion by evaluating brand consistency, consumer perceptions, and engagement metrics. It also explores challenges such as maintaining message uniformity across diverse regions and managing cultural differences in digital communication. The research leverages both qualitative insights from brand managers and quantitative data from digital campaigns to provide a comprehensive evaluation of integrated branding efforts and their impact on market growth.
Statement of the problem:
The multinational company in Kano experiences challenges in achieving a unified digital brand identity, which hampers its market expansion efforts. Inconsistencies in messaging across various digital channels and regional disparities in brand perception have led to fragmented market presence. These issues undermine the effectiveness of integrated digital branding and limit the company’s ability to penetrate new markets.
Objectives of the study:
To evaluate the impact of integrated digital branding on market expansion.
To identify challenges in maintaining consistent digital brand messaging.
To recommend strategies for enhancing brand integration to support market growth.
Research questions:
How does integrated digital branding affect market expansion?
What challenges impede the consistency of digital brand messaging?
What strategies can improve integrated branding for better market penetration?
Significance of the study:
This study is significant as it highlights the role of integrated digital branding in supporting market expansion for multinational companies. The findings will guide corporate marketers in refining branding strategies, enhancing brand consistency, and driving growth in competitive markets.
Scope and limitations of the study:
The study is limited to a multinational company in Kano, Nigeria, and focuses solely on integrated digital branding’s impact on market expansion, excluding other marketing strategies.
Definitions of terms:
Integrated Digital Branding: The consistent application of brand elements across all digital channels.
Market Expansion: The process of increasing a company’s market share in new or existing markets.
Multinational Company: A corporation operating in multiple countries.
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