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The Significance Of Branding To Effective Marketing Of The Tobacco Products In Nigeria
[A CASE STUDY OF INTERNATIONAL TOBACCO I.T.C.]
CHAPTER ONE -- [Total Page(s) 2]
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CHAPTER ONE
INTRODUCTION TO THE STUDY
1.0 INTRODUCTION TO THE STUDY
A brand is a name, word, make term, letter, device or some combination that is used by manufacturer or some combination that is used by merchants to identify their goods and services and to distinguish them from those of competitions.
Branding plays a vital role in product quality that it’s important cannot be over emphasized.
A product without branding or means of identification or means of differentiating it from that of its competitive production has very little or no stand in a competitive market.
The first decision is whether a company or its deals should even put a brand name on specific products, producers and middle men sold cases without any supplier identification. The earliest signs of branding were in the efforts of medical guides to require craftsman to put trademark of their craftsman to protect the consumer against inferior quality by allowing producer to be traced
In the United States, the earliest brand promotes were the patient medicine manufacturers growth in branding occurred after the civil war with the growth of national firms and national advertising medical. Some of the early brands are still with us. Such as “Brodens condemned milk, quaker oats, Vaseline and wory soap.
Interest in branding has been so dramatic that today in the united state, hardly anything is sole branded salt is packaged indisfunctive manufactures contained oranges are stamped with growers name, common nuts and bolts are packages cellelopiance with a distributors labels and various parts of automobile a spark plugs, tyres, filters carry visible brand name different from the names of automobile. Ever chickens hell recently been branded successfully.
1.1 BACKGROUND OF THE STUDY
Therefore companies brand names should not be treated lightly but as an integral re – enforcement of the product concept, it is the duties of the companies to build a unique brand name that will eventually become identified with the generic product. It is worth recognizing at this stage that many companies fail because they do not brand their product to differentiate them from the others sometimes the pressure for branding came out from the distribution or ultimate buyers or consumer.
Distributor may want brand name as means of marking the product easier to handle identifying suppliers, holding production to contain quality standard and increasing buyers preference.
Ultimate buyer want brand names to help them identify the product they want. The brand names to help them identify the product they want. The brand name has informational value to buy without it they could not have shop in modern supermarket with a whole lot of different product.
Through product differentiation and branding seller develop a customer by loyally some companies organized their operation around the various brand. For example P.2. Industries Lever Brothers Nigeria Limited and A.J. Steward have separate divisions organized for products. As individual manage is place in change of each products or brand. The national behind brand and product management is that, it is desirable to have a single person coordinating the planning and strategy for a product, rather than having numerous individual managers, the various marketing activities for many products under a brand manage system, there is a tendency for each brand manager to fail to see the total picture and demand more company resources than his or her product should receive still the brand management method of organization retains the major advantages of designating a specific individual as being responsible for coordinating the total marketing strategy for a product. This selection of brand is not a casual process. Names convey images that can help or hunt a product.
Benson, white London, brown London, sm. Rothmans, convey executing and favorable images. The desirable qualities of brand name include.
a. To avoid infringement and to provide a distinctive identification of product, such as “bensonâ€
b. Suggestion of benefit so as to increase the products appeal such as “Rothmansâ€
c. Easy to pronounce, spell recognize and remember to aid repeat purchases such as SM. While London benson, etc.
d. Suggestive of desirable product qualities such as aspen, marboro, Rothmans
Being destructive is especially important in naming a completely products, because the brand name may become almost spononymous with the generic title of the product.
A good brand name meets two important requirement
a. Maximum promotability
b. Minimum risk or loss of ownership right
1.2 STATEMENT OF PROBLEMS OF THE STUDY
Branding is the practice of identifying a product or line of products by a special name or symbol to organization corporate image.
 To highlight the problems faced by organization in the choice of brand.
 It may be costly for dealer to develop the demand for the brand
 Distributors assumed the risk and cost of carrying inventory because they are usually required to buy in large quantities.
 To discovers whether distributor brand will often compete directly with a manufacturer brand
 To explain buyer good – will to a product is describe to the distributor, and buyer loyally to the distributor, not to the manufacturer
 To suggest something about the products characteristics or benefit
 Purchased as a result of deceptive brand identified and them corrected so that he could make a repeat purchases?
CHAPTER ONE -- [Total Page(s) 2]
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