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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