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THE IMPACT OF BRANDING IN ENHANCING PROFITABILITY IN MANUFACTURING SECTOR

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ABSTRACT
This research was carried out with the objective of determining the impact of branding in enhancing profitability in manufacturing sector. A case study of Nigerian bottling company. Data for the study was collected from both primary and secondary sources. Table was used to present the data and percentage was used to analyze the data. The result revealed that branding enhances profitability in Nigerian bottling company. The study recommends that management should ensure that good branding strategies should be adopted to enhance profitability and sales volume.





CHAPTER ONE
INTRODUCTION
1.1                             BACKGROUND TO THE STUDY

The success of any business or consumer product depends in part on the target markets ability to distinguish one product from another. Branding is the principal instrument used by marketers and companies to distinguish their products from that of competitors. It is regarded perhaps that, the most distinctive skills of professional marketers is their ability to create, maintain, protect and enhance brands. For centuries, business people have been devising ways to identify their wares and to distinguish them from those of competitors. Pictures were used in the early years because many potential customers were illiterate. Meaningless product names such as Kodak as created in 1988 by George Eastman, however, branding goes beyond just choosing a product name. In effect, a brand can encompass a name, a phrase, a design, a symbol or any combination of these so as to distinguish one product from another. A brand name is that portion of the brand which can be spoken, including letters, words or numbers. A brand mark is that portion of the brand that cannot be expressed verbally, such as a graph design or a symbol. Some of the world‟s most recognize brands are Mercedes-Benz. A brand mark is often referred to as logo, but it must be noted that a logo can also refer to distinctive type or style such as coca- cola‟s elegant script. Many companies offer several brands under one company name. In developing a marketing strategy for individual products, the responsibilities rest on the shoulders of the seller to confront the branding decision. In product strategy, branding is one of the most important issues that must be considered.

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