This study out whether brand strategy has any link with
corporate identity. The study sample consists of 90 respondents, spread across
the three level of management Viz: Top middle and low level of management. The
sampling technique was done on stratified random base with a special attention
to corporate organization which prompt the choosing of Intercontinental Bank
Plc and Zenith Bank Plc as the case study, using the questionnaire as the
principal data collection instrument. The data collection instrument was
validated and also made to pass through the test or reliability for the
effectiveness of the result obtained.
The econometric tools of correlation and regression were
used for data analysis and complemented by various test such as, T-set, F-set
the coefficient of determination and so on.
The study find out that their exist a
correlation/association/relationship between brand strategy and corporate
identity and it is recommended that organizational policy should be directed
toward the enhancement of its brand for effective achievement of organizational
This is because weak association the brand strategy and
corporate identity as reveal by the study.
TABLE OF CONTENT
Table of Content
CHAPTER ONE: INTRODUCTION
1.0 Background of the Study
of the Study
of the Study
1.6 Scope and
Limitation of the Study
1.8 Plan of
CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL FRAMEWORK
Between Business Strategy and Brand Strategy
Brand Management and Brand Expression
2.3.2 Source of
Personality and Brand Positioning
2.5 The role
of Marketing on Brand
Reputation, Brand Affinity and Brand Recognition
2.6.2 Brand Affinity
Background of Intercontinental Bank Plc.
Background of Zenith Bank Plc
CHAPTER THREE: RESEARCH METHODOLOGY
of the Study
3.3 The Study Area
3.5 Type of
Data and Instrument of data Collection
3.8 A Priori
CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION
of Respondents Data
4.2 Model of
Interpretation of Result
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of
OF THE STUDY
Nowadays branding is the most crucial aspect among
companies’ activities. A brand consists of more parts than the visible features
such as names and logotypes. No matter if the company is a bank or a toy store it
is the brand itself that determine if they will succeed or not. It may seem as
a simple equation but to identify what makes a brand succeed is rather devious
since two complete alike brand, do not exist (Haig, 2005).
Branding is most commonly associated with assets such as
messaging, identify, design and of course the product or service itself.
However, a brand is more than these tangible assets. A
brand is more about the emotional and psychological feelings that enable a
person to relate to the brand (Johns, 2004). According to John Hargel 2004, the
historical view of a brand was that you can rely on what we are offering
because of our brand attributes”. Today, what old review is replaced with a
more customer of branding that is “I know you better than the competitor’s and
you can trust me to put together the right product or services to meet you
individual needs” (John 2004).
A brand increase the value of a product or services by
differentiating them from the competition and creates positive associations and
form emotional relationships with the customer. Brand provides business with
the means to free themselves from, for example, constant price competition, to
increase the value of their services and value their marketing costs. Philip
Cotler once said that “if you are not a brand, you are a commodity. The price
of everything and the low cost produce is the only winner” (Green wood 2006).
In discussing branding or better still brand strategy,
this research work consider the Nigerian’s banking industry to be an
interesting market where various New generation Bank are the major actors. The
banking industry today is different than before, since interest is growing and
the services that banks are offering through the interest are increasing. The
products that banks provide are almost similar and that makes positioning hard
for them as customers may understand the banks to be similar overall.
But because banks are acting in different sub market it
is hard to state their general market share as well as whole. Starting their
result and company size is therefore easier and more convenient for getting a
quick picture over their market position. Rapid changing are ongoing in the
banking industry and there have been mergers and acquisitions in the industry
recently. When company merge, brand issues are a focus point since they must
mix their value and also create a new image that appeals to their existing and
potential customers (Econ report, 2007). Intercontinental Bank and Zenith Bank
Plc are one of the leading new generation bank in Nigeria and that is why they
are considered more suitable for conducting a comparative case study on the
brand strategy as an effective tool for corporate identify. Another aspect to
be considered is that both Banks are
going global and also that the underlying philosophy behind their corporate
theme is excellence.
Today it is generally accepted that brand can be valuable
assets. One of the brand owner’s primary tasks is to arose the customer’s
commitment for the brand. That is because a low commitment traditionally cannot
create a strong and sustainable brand loyalty (Melin, 1999). A brand is more
than just names and logotypes.
A brand defines the identify of an organization, product
or services that needs to be based on a unique idea and told through a
compelling story. The brand needs to have the ability to connect hilt potential
customers and form positive emotional bonds. A brand cannot be built on empty
claims. The organizational needs to actually live its brand (Greenwood, 2006).
Creating a corporate brand is a long and complicated
process and due to that many companies get it wrong. There have been cases
where organization have developed a new fancy slogan and hope it will mean
something to consumer and employees. It is almost as bad when a company simply
designs a new logotype and put it on every product, hoping it will create the
vision of a corporate brand (Hatch & Schultz 2002).
Pies and Trout (1993) say that to succeed in an over
complicated society a company must create a position in the receiver’s mind and
that is a position that takes into consideration, not only the strength and
weakness fore the company itself but those of the competitors as well. They are
also arguing for that positioning of a brand about to create a place at the
market and in the consumer’s mind.
A good and effective brand identify should be connected
to the company’s vision and it organizational culture and values.
It is used to create understanding and buy-in throughout
the organization. A brand identify that is too value and general so almost of
any kind of communication towards the customers can be considered to be
suitable is helpful (Aaker, 1999). Corporate branding has risen in importance
but there is not much research explaining the determination and effects of
In making managers aware of how corporate branding can
bring about identify and be beneficial to their company it is important to have
insight into both determinants and effects of branding and how the brand is
communicated (Kramer, Nerjen & Smith 2003).
Brandy identify is something constructed through which
can and sometimes should be changes, for instance, if identify has become weak
or diffuse. A company, multinational, private or public irrespective of the
industry it operates has to consider if their brand, product and positioning
shall be adapted to national or regional markets. The uniform picture of the
brand allows that some commercial messages, advertisement can be used in all
markets, advertisements can be used in all markets and the commutation hereby
becomes very cost efficient (Melin & Urde, 1990).
It is against this background that this research study is
set out to examine critically how brand strategy can be used as an effective
tool for corporate identify.
of the Study
The broad objective of the study is to examine the impact
of brand strategy on corporate identity specifically the study aims to:
how company’s explain their brand identity and how they use brand identity when
positioning them self.
the major difference between brand identity and image.
the various brand strategy available to bank in Nigeria.
investigate the relationship between company’s brand and company’s vision and
- What is
the brand’s particular vision aim at?
- What is
a particular brand fulfilling?
- What are
the signs that make it recognizable?
- What are
the link between brand identity, brand positioning, brand affinity and brand
The following Hypothesis shall be tested in the course of
H0: There is no significant relationship between brand
strategy and corporate identity.
H1: There is significant relationship between brand strategy
and corporate identity.
of the Study
As rightly observed by management scientist that there is
a remarkable wall off difference between corporate identities, brand identity
and brand image. Corporate identity is concerned with the visual aspect of a
company’s present. Brand identity is a combination of visual, auditing and
other sensory components create recognition, present the brand promise, provide
differentiation, create communication synergy, and are proprietary.
The rationale behind this research study is
multidimensional. Firstly, it tends to analyze the basis component of brand
strategy at it relate to corporate identity. When most people think about a
brand’s identity, they usually think about name, the logo and maybe the tag
line. The research work will in if course show that the identity consist so
much more than that.
Given the competitive business environment as a result
the globalization this study will also let the companies know that they have to
work hard on the consumers experience to make sure that what customer’s see and
think is what they want them to.
and Limitation of the Study
The only constrained a limiting factor of this study
remain unwillingness of the respondent to give necessary information in the
This research work majorly relies on primary source of
data which will be sourced using a well structured questionnaire. To compliment
the primary data, secondary data will also be used and this will be sourced
from business journals, textbook as well as relevant websites.
The data gathered will be use to generate the raw score
which will subsequently be analyze.
of the Study
This research work has been divided into five chapters:
Chapter One comprises the introduction of the research
work which entails the background of the study, the statement of the problem,
objective of the study, the research question and hypothesis, the research
methodology, scope and limitation of the study and the plan of the research in
the study while chapter two state the literature review, the theoretical and
conceptual framework of the study and the historical background of the
organization in study and chapter three entails the study area, population of
the study and population distribution of the study, it also reveals the
research design used and the sample size and procedure used in the course of
Chapter four covers the data analysis and interpretation
of the data collected through the questionnaire and secondary data used.
Chapter five is on summary, recommendation and conclusion of the study.
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