Importance Of Branding The Marketing Of Unilever Products
(A Case Study of Enugu State)
Branding plays a crucial role in the marketing strategy of Unilever products, serving as a cornerstone for establishing consumer trust, loyalty, and recognition in the competitive consumer goods landscape. Unilever, a global conglomerate renowned for its diverse portfolio spanning personal care, home care, and food products, strategically leverages branding to differentiate its offerings, convey value propositions, and evoke emotional connections with consumers. Through consistent branding initiatives, Unilever effectively communicates its commitment to quality, sustainability, and innovation, aligning with contemporary consumer preferences and societal trends. By cultivating distinct brand identities such as Dove, Axe, and Lipton, Unilever taps into niche markets and resonates with diverse consumer segments, fostering brand affinity and driving market penetration. Moreover, branding facilitates Unilever’s efforts in product differentiation, enabling the company to command premium pricing and sustain competitive advantage amidst evolving market dynamics. Through synergistic branding strategies across its expansive product portfolio, Unilever sustains brand equity, amplifies market visibility, and fosters enduring relationships with consumers, thereby reinforcing its position as a global leader in the fast-moving consumer goods industry.
This research work examined the importance of branding in the marketing of Univlever products with special reference to Toiletries such as soap and toothpastes. The study made use of primary and secondary data primary data was sources form questionnaires and oral interview while secondary data came from textbooks magazines newspaper and journals. The research instrument used in gathering the data was the questionnaires which was distributed to 200 consumers of toiletries brands of univlever products in Enugu metropolis out of the 200 copies of the questionnaires issued to the consumers 190 were returned and used or analysis.
The date collected were analyzed using tables frequencies and percentages. After data analysis W R discovered that:
• Brand name makes it for the consumer to recognize Univlever products
• Branding helps in advertising and promoting Unilever products
• Branding helps the consumer to repeat purchases
• Branding enhances the quality of unilever products.
• Branding increase the product age of unilever product.
Based on the above finding recommendations were which the researcher feel will go a long way in helping Unilever to market its products.
Cover Page
Title Page
Certification
Dedication
Acknowledgement
Abstract
Table Of Contents
Chapter One
1.0 Introduction
1.1 Background Of The Study
1.2 Statement Of Problem
1.3 Objectives Of Study
1.4 Research Questions
1.5 Significance Of He Study
1.6 Scope Of And Limitations Of The Study
Chapter Two
2.0 Review Of Related Literature
2.1 Brand Polices
2.2 Characteristics For Selecting A Good Brand Name
2.3 Type Of Branding Strategies
2.4 Branding As An Effective Marketing Strategy For Toiletries
2.5 The Importance Of Branding In Manufacturing Industries
2.6 The Impact Of Branding On Consumer Buying Decision
2.7 Consumer Purchase Decision
2.8 Branding As A Tools For Product Posting
Chapter Three
3.0 Research Methodology
3.1 Source Of Data
3.2 Population Of The Study
3.3 Sample Size Determination
3.4 Selection And Construction Of The Research Instrument
3.5 Sampling Procedure
3.6 Administration Of The Research Instrument
3.7 Data Analysis Method
Chapter Four
4.0 Data Presentation And Analysis
4.1 Allocation And Return Of Questionnaires
Chapter Five
5.0 Summary Of Findings Recommendations And Conclusion
5.1 Summary Of Finding
5.2 Recommendations
5.3 Conclusion
References
Appendix
Consumer
Questionnaires
INTRODUCTION
BACKGROUND OF THE STUDY
Perhaps the most distinction skill of professional marketing is their ability to create maintain protect and enhance brands. Marketers say “Branding is the art and cornerstones of marketing. The American marketing association define branding as a name term sign symbol or design or a combination of them, intended to identify the goods or service of one seller or group of sellers.
In essence a brand identifies the seller to maker. It can be a name trademark or other symbol.
Brand name is a name given to a product which can be vocalized or pronounced and serves to distinguish it from others.
Brand mark I that part of a brand show in front of sign symbol letter design which are not untenable.
A trademark is a brand mark or a brand name with legal protection. No other seller is given the right to use a trademark except the registered owners.
For trademark law the seller is granted exclusive right to use of the brand name in perpetuity. These brands differ from other assets such as patents and copyright which have expiration data
A brand is essentially a seller’s specific set of features benefits and service to the buyers. The best brand conveys a warranty of quality.
But a band is even a more complex symbol. A brand can convey up to six level of meaning.
Attributes: A brand first bring to mind certain attributes.
Benefits: A brand is more than a set of attributes customers are not buying benefit.
Values: The brand also says something about the producers values.
Culture: The brand may represent a certain culture.
Personality: The brand can also project a certain personality
User: The brand suggests the kind of consumer who buys or uses the product.
If a company treats a brand only as a name it misses the point of branding. The challenge in branding is to develop a deep set of meanings for the brand. When the audience can visualize all six dimensions of brand is deeps other wise it is shallow.
Given the six level of a brands meanings marketer must decide at which level (s) to deeply anchor identify. One mistake would be to promote only the brands attributes firstly the buyers is not interested in the brand benefits. Secondly competitor 45 can easily copy the attribute. Third the current attributes. Third the current attributes may become less valuable later hunting a brand that is too tried to specific attributes.
Brand identification has certain advantage. It enable the seller to build a consumer following and identify a given level of quality with a product from competitions.
It expedites the process it is impossible to identify some products as those of a particular manufactures without the aids of a brand name.
Moreover brand identification enable the manufactures to communicate to buyers not only a the point of purchase but through the medium of advertising and occasionally through publicity. Finally branding may enable the firm to communicate psychological as well as material values.
STATEMENT OF THE PROBLEM
Despite the importance of branding and its unpretending role and its restrictive (legal) measures on the product policy cope tight and patent right, people still devour in product imitation refinement and passing off image in order to project their product image in the market place. That is non-original and unbranded product are placed head long with the original in the market place committing for the same market share.
In view of these, branding is in important in considering these statements.
a. Whether branding creates inputs purchase.
b. Whether branding helps Unilever branding other Nigeria Plc in segmenting their market.
c. Whether it ahs been enhancing Unilever brother Nigeria Plc sales volume buyer’s motives
d. Whether it ahs improving the company profit margin
e. If branding has any impact in determining the distribution channels of Unilever product.
OBJECTIVE OF THE STUDY
Brand as the name implies could be seen as a name term symbol design or a combination of them which is intended to identify the goods or services of one seller of group of sellers and also shows the distribution from those of competitors.
This study therefore seeks to know the effectiveness of branding on manufactured products with a view to establish the extent to which it has helped in the manufacturing companies like Unilever products
1. To identify how the consumer or the entire public react to branding and the impact and impression it creates in them. Whether it is a strong motivating factors for a quick purchase of product.
2. To find our if a well planned branding strategy can make a product of Unilever brother Nigeria Plc to lead the market and suppose its competitors.
3. To determine the problems that are association within branding as a strategy and the panacea to it.
4. To examine the importance of branding as a promotional tools to the Unilever products.
5. To examine critically Unilever products.
RESEARCH QUESTION
The aiding research question used is intended to achieved following
1. To find out how branding decision is user and producer
2. To asses the knowledge of Unilever brothers towards their product.
3. To determine the response of people towards the branding of toiletries
4. To find out possible strategy towards the brand of Unilever product.
5. To find out the factors that influences of branding consumer.
SIGNIFICANTS OF THE STUDY
This research work ahs significant for both the companies and their consumer it affords the searcher an insight into the role it could play in any firm. It will bring to the knowledge to the Nigeria entrepreneurs and companies who produce toiletries to appreciate the use of branding of consumer product.
Also that they could locate adequate finance of their budget on any major branding decision.
It is now a common practice that consumer buy most of their product because of good branding and packaging. It therefore go along way to suggest the priority that should placed on it by the firm.
SCOPE AND LIMITATIONS OF THE STUDY
This survey covers the important role that branding plays in marketing of Unilever brother products.
That are stated here:
1. The objectives of branding
2. Problem of branding
3. Source of fund for branding
4. Significant of branding
SHARE PROJECT MATERIALS ON:
Importance Of Branding The Marketing Of Unilever Products:
Branding plays a crucial role in the marketing of Unilever products, as it does for any consumer goods company. Unilever is one of the world’s largest and most successful consumer goods companies, and its branding efforts are central to its success. Here are several key reasons why branding is important for Unilever:
- Differentiation: Unilever operates in highly competitive markets with many similar products. Effective branding helps differentiate its products from those of competitors. When consumers can easily identify and remember a Unilever brand, it can influence their purchasing decisions.
- Trust and Credibility: Unilever has built a reputation for quality and trust over many years. Strong branding reinforces this trust and credibility. When consumers see a Unilever brand, they are more likely to believe in the product’s quality and safety.
- Consistency: Unilever has a wide range of products across various categories, from personal care to food and beverages. Consistent branding ensures that consumers recognize and trust these products, even if they belong to different product lines.
- Customer Loyalty: Strong brands often inspire customer loyalty. When consumers have a positive experience with a Unilever product and recognize the brand behind it, they are more likely to become repeat customers.
- Value Perception: Effective branding can influence how consumers perceive the value of a product. Unilever’s branding efforts help position its products as providing value for money and meeting specific consumer needs.
- Emotional Connection: Brands can evoke emotions and create a connection with consumers. Unilever brands often emphasize values such as sustainability and social responsibility, which resonate with many consumers. This emotional connection can lead to stronger brand loyalty.
- Marketing Efficiency: Strong brands can reduce marketing costs over time. Unilever’s well-established brands require less advertising and promotion to maintain market share compared to new or lesser-known brands.
- Global Reach: Unilever operates in over 190 countries, and its brands are recognized worldwide. Consistent and effective branding allows Unilever to maintain a global presence and adapt its products to local markets while retaining brand recognition.
- Innovation: Unilever’s strong brands can support innovation by providing a platform for introducing new products. Consumers are often more willing to try new products from a brand they trust.
- Competitive Advantage: In a crowded market, branding can be a significant competitive advantage. Unilever’s well-established brands give it an edge over competitors, making it harder for new entrants to gain market share.
In summary, branding is essential for the marketing of Unilever products because it helps differentiate its products, build trust and credibility, maintain consistency across its wide range of offerings, foster customer loyalty, influence value perception, create emotional connections, improve marketing efficiency, support global expansion, drive innovation, and provide a competitive advantage in the consumer goods market.