BRAND IDENTITY AND MARKETING PERFORMANCE OF BEVERAGES FIRMS IN NIGERIA
- Project Research
- 1-5 Chapters
- Quantitative
- Correlation
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
EXCERPT FROM THE STUDY
Brands today play a number of important roles that improve consumers’ lives and enhance the financial value of firms. Brands identify the source or maker of a product and allow consumers either individuals or organizations to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending on how it is branded. Consumers learn about brands through past experiences with the product and its marketing programme. They find out which brands satisfy their needs and which ones do not. As consumers’ lives become more complicated, rushed, and time-starved, the ability of the brand to simplify decision making and reduce risk is invaluable.
Brand positioning plays a key role in the building and managing of a strong brand by specifying how the brand is related to consumer’s goals (Tybout and Calkins, 2005). Brand position is part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands (Aaker, 1996). The essence of positioning is that the brand has some sustainable competitive advantage or unique selling proposition. Such a selling proposition gives consumer a compelling reason why they should buy a particular product. Thus one critical success factor for the brand is that it has some strongly held, favourably evaluated associations that function as a point of differentiation and are unique to the brand and imply superiority over other competing brands (Keller, 1998).
Related Project Materials
CHILD ABUSE AND ITS EFFECTS IN OUR SOCIETY AT LARGE
ABSTRACT
This project work was embarked upon to review the effect of child abuse in our society at large and to proffer possible solu...
DESIGN AND IMPLEMENTATION OF ELECTRONIC LIBRARY SYSTEM
ABSTRACT
Library is a collection of sources of information and similar resources, made...
IMPACT OF COVID-19 LOCKDOWN ON THE USE OF DELIVERY SERVICE IN NIGERIA
BACKGROUND OF THE STUDY
In early 2020, the COVID-19 (caused by the SARS-CoV-2 virus) pandemic took the...
DESIGN AND IMPLEMENTATION OF USERS APPLICATION SOFTWARE FOR ESTATE MANAGEMENT PRACTICE
ABSTRACT
This study was carried out to appraise the role of design and implementation of users application software...
DESIGN AND IMPLEMENTATION OF A COMPUTER BASED HUMAN RESOURCES MANAGEMENT INFORMATION SYSTEM (A CASE STUDY OF NITEL PLC ENUGU)
ABSTRACT
The current and future well-being of an organization dep...
IMPACT OF LIQUIDITY MANAGEMENT ON THE FINANCIAL PERFORMANCE OF DEPOSIT MONEY BANKS IN NIGERIA
ABSTRACT
The study examined the impact of liquidity management on the financial performance of commerci...
EPILEPTIC POWER SUPPLY AND SMALL BUSINESS PERFORMANCE IN NIGERIA
Abstract
Epileptic power supply has been identified as the key constraint to manufacturing sector development in Nigeria...
THE ROLE OF PUBLIC ACCOUNTANTS IN CORPORATE SOCIAL RESPONSIBILITY (CSR) REPORTING
Abstract
THE ROLE OF PUBLIC ACCOUNTANTS IN CORPORATE SOCIAL RESPONSIBILITY (CSR) REPORTING
This study explores the role of publ...
FRAMEWORK FOR VALUE MANAGEMENT IMPLEMENTATION IN ABUJA CONSTRUCTION COMPANIES, NIGERIA.
ABSTRACT
Value Management (VM) has played a broad role in supporting effective decision making on construction projects, increased projec...
EPILEPTIC POWER SUPPLY AND ITS INFLUENCE ON ACADEMIC PERFORMANCE
EXCERPT FROM THE STUDY
Lack of access to electricity also affects students’. Given the fact that students try to o...
