BRAND MANAGEMENT IN BREWERY INDUSTRY IN NIGERIA. (A CASE STUDY OF NIGERIA BREWERIES PLC, LAGOS.)

TABLE OF CONTENTS

Title Page

Certification

Dedication

Acknowledgement

Table of Contents

CHAPTER ONE: INTRODUCTION

1.0       Background of the study

1.1       Statement of the Problems

1.2       Objectives of the study

1.3       Scope of the study

1.4       Significance of the study

1.5       Limitation of the study

1.6       Plan of the study

CHAPTER TWO

2.0       Literature Review

2.1       Types of branding

2.2       Reasons for branding a product

2.3       Reasons for not Branding

2.4       Selection of the Brand name

2.5       Importance of Brand name

2.6       Product/Brand management system

2.7       How does Advertising affect Brand Management

2.8       Advantages of Branding

2.9       Step in selecting a Brand name

2.10   Qualities of a good Brand name

2.11   Problem of Branding product

2.12   Differences between Branding and Advertising

CHAPTER THREE: RESEARCH METHODOLOGY

3.0       Research Approach/Design

3.1       Sources of Data

3.2       Data collection Method

3.3       Research population and sample style

3.4       Method of Data Analysis

CHAPTER FOUR

4.1 Historical Background

4.2 Data Analysis

CHAPTER FIVE

5.0       Summary of findings

5.1       Recommendation

5.2       Conclusion

References 

CHAPTER ONE

INTRODUCTION

1.0   BACKGROUND OF THE STUDY

        Brand is an element which makes up the symbolic or augmented product; decisions made by a firm in connection with marketing product usually include branding.

        The elements that constitute the instrument through which the competitors fight each other among other things, include brands imitation or brand innovation, and in an attempt to fight back the competitors.

        There is need for brand management with emphasis on strength and weakness of other competitors, in combination with their own strength serves as opportunities to the management to enter into the market so as to provide the exact brand needed.

        What do we understand by a brand? A brand is a name, logo, symbol or design which intends to identify the goods and services of one seller or group of sellers and to differentiate them from their competitors’ brands.

1.1   STATEMENT OF PROBLEM

          The problem of brand management is a subject that has to be handled by any industry or organization that is into branding of its product because of its competitors and for its own benefits.

1.   How may brands or branding increase the turn-over, to get an increased profit?

2.   How can branding be cost effective on the product and factory overhead so as to maximum profit?

3.   How may we co-ordinate the individuals involved in achieving the effective brand management policy so as not to be a failure?

4.   How can proper brand management eliminate consumers exploitation?

5.   How may consumers benefits from proper effective brand management?

1.2   OBJECTIVES OF THE STUDY

The most important objectives of carrying out the study are:-

1.         To give room to the students to see and understand the probability of what is being taught in the lecture room.

2.         To aid the company understand the identification of product that might not be contributing to the development of the brand management policy so as to make adjustment and to aid buying decision of the potential customer.

3.         Find out how brand management can guide against exploitation by hungry competitors.

1.3   SCOPE OF THE STUDY

          This will deal with literature review, types of brand, reasons for branding, selection of the brand name, importance of brand name, how advertising affect brand management, product / brand management system, advantages of branding, steps in selecting a brand name, qualities of a good brand name, problems of branding product and difference between branding and advertising.

1.4 SIGNIFICANCE OF THE STUDY

Basically, Brand Management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand.

        However, the study is very significant to brewery industry in Nigeria by developing a good relationship with the targeted public is essential for brand management. Tangible elements of brand  management includes the product itself, price, the packaging etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand.

1.5   LIMITATION AND CONSTRAINTS

        In the course of writing this project, there were a lot of problems that could have hindered the success of the project as a whole, they were:

TIME: The period of duration given for the conduct of the study was too short considering that fact that there were some other things to be done within the short period we had, such as traveling to the case study’s location to get needed information for the research study, and other academic works--------test, assignments, and examinations.

        Uncooperative attitude on the part of the company officials. The company officials were not ready to give information and where they did willingly they give some inadequate information, saying that they were too busy and more so they were not ready to divulge information to research because it might be set as a trap by their competitors.

 FINANCE: Another problem is that of finance which posed a serious constraint to the final success of the project. These constraints were caused by transportation costs, printing of questionnaire and binding of the project.

1.6   PLAN OF THE STUDY

        In order to make this research work much understandable, the research study’s report will commence with a general introduction, statement of problem, objectives of the study, scope of the study, plan of the study and definition of terms, all in chapter one of the report.

        Chapter two of this research work lays emphasis on literature review: a review of publications on similar or related issues to the study’s subject matter.

Chapter three deals with research methodology, research approach/design, source of data collection method, research population and sample size, sampling procedure employed and method of data analysis.

        Chapter four will cover data presentation and analysis.

        And finally, chapter five of this research work will highlight summary of findings, recommendation and conclusion.

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