Impact of Brand Management on Brand Image in a Multiproduct Oriented Company in Nigeria
Abstract
Brand management is an important aspect of marketing activities that determines how the branded products of a firm would be well placed in the mind of the customers in a competitive market. The objective of this study is to determine the impact of brand management on brand image in a multiproduct company in Nigeria with a case study of Unilever Company Plc. The study utilizes primary data sourced from respondents with 150 sample size that was conveniently selected. Copies of Questionnaire were administered and the results were analyzed using regression. Coefficient of determination of 0.891, with p-value of 0.000 reveals that brand management variables accounts for 89.1% changes in the variation of Brand Image while other factors accounted for 10.9 with a nearly perfect positive correlation coefficient of .994, which shows that there is a strong relationship between the brand management and brand image in the in a multiproduct company. The study concludes that brand management factors have influence on brand image and as well places it in the mind of the consumers. The paper recommended that brand managers in the Multiproduct Oriented Company should ensure to see that brand management factors (such as Product Quality, and Usage experience) are scrutinized and fuelled to ensure that they turn out to a good image.References
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Aremu, M. A. (2008). The Impact Assess multi-product company of Marketing Channel Decisions on Performance of Organisation in a Volatile Economy, Adamawa Business Journal of Management Decision Analysis, 1 (2), 25 – 35.
Aremu, M. A. & Saka, M. J. (2006). Marketing Communication Mix as Means of Enhancing HIV/AIDS Education in Nigeria, Journal of Administration, 3 (1), 14 – 24.
Balmer, M. T. & Greyser S. A. (2003).Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-level Marketing: An anthology. Psychology Press.
Conant, J. S., White, C. J. (1999). Marketing program planning, Process benefits, and Store performance: An initial study among small retail firms. Journal of Retail, 75(4), 525–541.
De Chernatomy, L. (2001). From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands, Butterworth-Heinemann: Oxford. European Journal of Business and Social Sciences, 2(5), 1-11.
De Chernatony, L. & McDonald, M. (2003) Creating Powerful Brands in Consumer, Service and Industrial Markets.(3rd Edition). Oxford: Elsevier Butterworth-Heinemann
De Chernatony, L. (1999), Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15, 157-79.
Farquhar, P. H. (2014). Managing Brand Equity. Journal of Advertising Research, 30(4).
Gelder, S. V. (2005). The new imperatives for Global Branding: Strategy, Creativity and Leadership. Journal of Brand Management, 12, 395 - 404.
Gilmore, A., Carson, D. & Grant, K. (2000). Multi-product Company marketing in practice. Marketing Intelligence & Planning review, 19(1), 6-11.
Goldberg, A. I., Cohen, G. & Fiegenbaum, A. (2003). Reputation building: Small business strategies for successful venture development. Journal of Small Business Management, 41 (2), 168 – 187.
Hamel, G., Doz, Y. L. & Prahalad, C. K. (2002). Collaborate with your competitors and win. Harvard Business Review on strategic alliances. Boston: Harvard Business School Publishing.
Jagdish, N., Sheth, C., & Whan, P. (2013). A Theory of Multidimensional Brand Loyalty. In Advances in Consumer Research, 1, 449-459.
Krugman & Herbert, E. (2011). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29, 349-356.
Markwick & Fill. (2014). Towards a framework for managing corporate identity. European Journal of Marketing, 31(5), 6
Olaleken, A. & Adekunle, B. (2013). Corporate strategy and branding in Nigeria: Is there a link?
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (2013). Strategic brand concept-image management. Journal of Marketing, 50, 135–145.
Rao, V. R., Agarwal, M. K. & Dahlhoff, D. (2004). How is Manifest Branding Strategy related to the Intangible Value of a corporation. Journal of Marketing, 68(4), 126-141.
Schultz & Barnes (2009).Building Customer-brand Relationships. Routledge Publisher U. K.
Wood, L. (2000). Brands and Brand Equity: Definition and Management. Journal of Management Decision, 38(9), 662-669.
Published
2015-12-01
How to Cite
AREMU, Mukaila Ayanda; ISIAKA, Sulu Babaita; SULEIMAN, Aremu Ahmed.
Impact of Brand Management on Brand Image in a Multiproduct Oriented Company in Nigeria.
GOUNI Journal of Management and Social Sciences, [S.l.], v. 3, n. 1, p. 100-108, dec. 2015.
ISSN 2550-7265. Available at: <http://journal.gouni.edu.ng/index.php/fmss/article/view/42>. Date accessed: 06 may 2018.
Issue
Section
Articles
Keywords
Branding; Brand management; Brand Image; Brand strategy; Multiproduct Company
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