An assessment of integrated digital branding on market expansion: A case study of a multinational company in Kano, Nigeria
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Background of the Study:
Integrated digital branding involves creating a unified brand identity across all digital channels to build recognition and trust among consumers. A multinational company in Kano has adopted an integrated branding strategy, synchronizing its digital communications across social media, websites, mobile apps, and digital advertising. This cohesive approach aims to enhance market expansion by ensuring consistent messaging and visual identity, thereby strengthening consumer trust and loyalty. The strategy leverages advanced analytics to monitor brand performance and adapt messaging in real time to meet diverse market needs. Integrated digital branding not only increases visibility but also differentiates the brand in competitive markets by reinforcing core values and cultural relevance. However, challenges such as maintaining consistency across diverse digital channels and addressing regional cultural nuances persist. This study investigates how integrated digital branding influences market expansion by evaluating brand recognition, customer engagement, and market share growth, while also identifying key challenges and proposing strategic recommendations (Olusegun, 2023; Chinwe, 2024).
Statement of the Problem:
The multinational company in Kano experiences difficulties in achieving a unified digital brand identity across different markets, resulting in inconsistent brand messaging and fragmented consumer perceptions. These inconsistencies hinder market expansion efforts and limit the company’s ability to effectively penetrate new regions.
Objectives of the Study:
To evaluate the impact of integrated digital branding on market expansion.
To identify challenges in maintaining consistent digital branding.
To propose strategies for optimizing integrated branding to support market growth.
Research Questions:
How does integrated digital branding affect market expansion?
What challenges impede consistent digital brand messaging?
What strategies can enhance integrated branding for market growth?
Significance of the Study:
This study is significant as it offers insights into how integrated digital branding can drive market expansion for multinational companies. The findings will guide corporate marketers in refining branding strategies, ensuring consistency, and increasing market penetration.
Scope and Limitations of the Study:
The study is limited to a multinational company in Kano, Nigeria, focusing solely on integrated digital branding and its impact on market expansion.
Definitions of Terms:
Integrated Digital Branding: The coordinated application of brand identity across multiple digital channels.
Market Expansion: The process of growing a brand’s presence in new or existing markets.
Multinational Company: A corporation that operates in multiple countries.
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