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. Background of the study
2. Statement of the Problems
3. Objectives of the study
4. Scope of the study
5. Significance of the study
6. Limitation of the study
7. Plan of the study

CHAPTER TWO

• Literature Review
• Types of branding
• Reasons for branding a product
• Reasons for not Branding
• Selection of the Brand name
• Importance of Brand name
• Product/Brand management system
• How does Advertising affect Brand Management
• Advantages of Branding
• Step in selecting a Brand name
• Qualities of a good Brand name
• Problem of Branding product
• Differences between Branding and Advertising

CHAPTER THREE: RESEARCH METHODOLOGY

• Research Approach/Design
• Sources of Data
• Data collection Method
• Research population and sample style
• Method of Data Analysis

CHAPTER FOUR

4.1 Historical Background

4.2 Data Analysis

CHAPTER FIVE

• Summary of findings
• Recommendation
• 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:-