THE IMPACT OF EFFECTIVE BRANDING ON THE 2005-2008 SALES VOLUME OF NBL PLC IN ENUGU STATE

THE IMPACT OF EFFECTIVE BRANDING ON THE 2005-2008 SALES VOLUME OF NBL PLC IN ENUGU STATE

ABSTRACT

The researcher work examined that impact of Effectiveness Branding on the 2011-2008 Sales volume of NBL Plc.  The study made use of primary and secondary data, primary data was sourced from questionnaire and oral interview, while secondary data came from text books, magazines, newspapers and journals.  The research instrument used in gathering the data was the questionnaire, in Enugu Metropolis out of the 200 consumers of NBL Plc brands of Effective Brandin on the Enugu Metropolis. Out of the 200 copies of the questionnaire issued to the consumers 190 were returned and used for analysis.

        The data collected were analyzed using tables, frequencies and percentages.

After data analysis /discovered that:-

1.           Brand name makes it for the consumers to recognized their products.

2.           Branding helps in advertising and promoting their products.

3.           Branding helps in consumer to repeat purchases

4.           Branding enhances the quality of their product.

5.           Branding increase the product.

Based on the above findings, recommendations, were made which the researcher feel will go along way in helping NBL to marketing their products.

TABLE OF CONTENTS

CHAPTER ONE:  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 the Study

1.6        Scope and Limitations of the Study

CHAPTER TWO:           REVIEW OF RELATED LITERATURE

2.1        Brand Polices

2.2        Characteristics for Selecting a Good Brand Name

2.3        Types 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 Tools for Product Posting.

CHAPTER THREE:            RESEARCH METHODOLOGY

3.1        Sources 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:         DATA PRESENTATION AND ANALYSIS

4.1       Data Presentation and Analysis

CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1        Summary of Finding

5.2        Conclusion

5.3        Recommendation

Bibliography

Questionnaire

CHAPTER ONE

1.0    INTRODUCTION

1.1    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 services of one seller or group of sellers.

        In essence, a brand identifies the seller or 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 services to distinguish it from others.   Brand mark is that part of a brand show in front of sign, symbol, letter, design which are not alterable.   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 owner.

THE IMPACT OF EFFECTIVE BRANDING ON THE 2005-2008 SALES VOLUME OF NBL PLC IN ENUGU STATE