Impact of Brand Management on Brand Image in a Multiproduct Oriented Company in Nigeria
AbstractBrand 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.
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