The Importance Of Branding In The Marketing Of Unilever Products In Enugu State

Project and Seminar Material for Marketing

The Importance Of Branding In The Marketing Of Unilever Products In Enugu State


This research work examined the importance of Branding in the marketing of Unilever products with special reference to Toiletries such as soap and toothpastes. The study made use of primary and secondary data primary data was sourced from questionnaire and oral interview while secondary data came from textbooks, magazines, newspapers and journals. The research instrument used in gathering the data was the questionnaire, which was distributed to 200 consumers of toiletries brands of Unilever products in 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 I discovered that:

  1. Brand name makes it for the consumers to recognize Unilever Products.
  2. Branding helps in advertising and promoting Unilever products
  3. Branding helps the consumer to repeat purchases.
  4. Branding enhances the quality of Unilever products.
  5. Branding increases the product image of Unilever products.

Based on the above findings, recommendations were made which the researcher feel will go a long way in helping Unilever to market its products.

Chapter One


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.

For trademark law the seller is granted exclusive right to use of the brand name in perpetuity. These brands differ from other assets such as patents and copyright which have expiration data.

A brand is essentially a seller’s promise to consistently deliver a specific set of features, benefits and services to the buyers. The best brand conveys a warranty of quality. But a brand is even a more complex symbol. A brand can convey up to six levels of meaning.


A brand first brings to mind certain attributes.


A brand is more than a set of attributes customers are not buying attributes; they are buying benefits.


The brand also says something about the producer’s values.


The brand may represent a certain culture.


The brand can also project a certain personality.


The brand suggests the kind of consumer who buys or uses the product.

If a company treats a brand only as a name, it misses the point of branding. The challenge in branding is to develop a deep set of meanings for the brand. When the audience can visualize all six dimensions of brand is deeps otherwise it is shallow.

Given the six level of a brands meanings marketer must decide at which level(s) to deeply anchor identify. One mistake would be to promote only the brands attributes. Firstly, the buyer is not interested in the brand benefits. Secondly, competitor 45 can easily copy the attribute. Third, the current attributes may become less valuable later, hunting a brand that is too tried to specific attributes.

Brand identification has certain advantage. It enables the seller to build a consumer following and identify a given level of quality with a product from competitions. It expedites the process of communicating to buyers. Thus, it is impossible to identify some products as those of a particular manufactures without the aids of a brand name. Moreover, brand identification enables the manufacturer to communicate to buyers not only a point of purchase but through the medium of advertising and occasionally through publicity. Finally, branding may enable the firm to communicate psychological as well as material values.

1.2 Statement of the Problem

Despite the importance of branding and its un-preventing role and its restrictive (legal) measures on the product policy copy right and patent right, people still devour in product imitation, refinement and passing off image in order to project their product image in the market place. That is, non-original and unbranded product are placed headlong with the original in the market place committing for the same market share.

In view of these, branding is important in considering these statements.

  1. Whether branding creates impulse purchase.
  2. Whether branding helps Unilever Brother Nigeria Plc in segmenting their market.
  3. Whether it has been enhancing Unilever Brother Nigeria Plc sales volume buyer’s motives.
  4. Whether it has improving the company profit margin.
  5. If branding has any impact in determining the distribution channels of Unilever Products.

1.3 Objectives of the Study

Brand as the name implies could be seen as a name, term, symbol, design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and also shows the distribution from those of competitors.

This study therefore, seeks to know the effectiveness of branding on manufactured products with a view to establish the extent to which it has helped in the manufacturing companies like Unilever products.

  1. To identify how the consumer of the entire public react to branding and the impact and impressions it creates in them.
  2. To find out if a well planned branding strategy can make a product of Unilever Brothers Nigeria Plc to lead the market and suppose it’s competitors.
  3. To determine the problems that are association within branding as a strategy and the panacea to it.
  4. To examine the importance of branding as a promotional tools to the Unilever products.
  5. To examine critically Unilever products.

1.4 Research Questions

The aiding research question used is intended to achieved following:

  1. To find out how branding decision is users and producers.
  2. To asses the knowledge of Unilever Brothers towards their product.
  3. To find out possible strategy towards the branding of Unilever product.
  4. To determine the response of people towards the branding of toiletries.
  5. To find out the factors that influences of branding consumers.

1.5 Significant of the Study

This research work has significant for both the companies and their consumes it affords the searcher an insight into the role it could play in any firm. It will bring to the knowledge to the Nigeria entrepreneurs and companies who produce toiletries to appreciate the use of branding of consumers product. Also that they could locate adequate finance of their budget on any major branding decision.

It is now a common practice that consumers buy most of their product its because of good branding and packaging. It therefore go along way to suggest the priority that should placed on it by the firm.

1.6 Scope and Limitations of the Study

The survey covers the important role that branding plays in marketing of Unilever Brothers products.

However, it focuses only on four areas that are stated here.

  1. The objectives of branding
  2. Problems of branding
  3. Sources of fund for branding
  4. Significant of branding.

Chapter Five

Summary of Findings, Recommendations and Conclusions

5.1 Summary of Findings

After data analysis, the researcher discovered the following:

  1. Brand name makes it easy to recognize a product.
  2. Brand name helps to promote a product by making.
  3. Consumers to identity the product
  4. It is also make them to use the product often branding makes consumer to use the product often.
  5. Branding makes consumer to use the products more than unbranded products.
  6. Unbranded product has negative effect on the user.
  7. Banding enhance product quality.

5.2 Recommendations

The researcher recommended the following:

  1. Manufacturers should try its best to the best branding strategy that will be suitable for it target market.
  2. These branding strategies will help Unilever product to attract more customers.
  3. Best quality product should by the consumers
  4. Manufacturers should register their brand name in corporate affairs commission to avoid copying by competitors.
  5. Promotion also should be put in practice to help increase sales on branded products.
  6. Unilever products should insist on branded products for easy identification.
  7. The company brand product should be a available at the right time and at the right place to enhance customer patronage and satisfaction.

5.3 Conclusion

If the above mention recommendation were well utilized they would go along in helping the company to achieve success and growth in the market.

Project Material Download

5,000 5000

The Complete Material Will Be Sent to You in Just 2 Steps

Quick & Simple…

Step One Purchase

Make Payment (Through Transfer) of ₦5,000 to Any of the Account Below

Access Bank PlcAcc No: 0811003731
Samphina Academy
Current Account
Zenith BankAcc No: 1225513212
Samphina Academy
Current Account
PalmPay Main LogoAcc No: 8143831497
Samphina Academy
Digital Account

Or CLICK HERE To Pay With Debit Card

CLICK HERE To Purchase Material ($15)
Make Payment of 120 GHS to 0553978005 | Douglas Cloud Osabutey | MTN MoMo

Step Two Purchase

Send the Following Details on WhatsApp ( 08143831497) After Payment

  1. Payment Details

  2. TOPIC: The Importance Of Branding In The Marketing Of Unilever Products In Enugu State

The Complete Material Will Be Sent To You On WhatsApp After Receiving Your Details
T & C Apply

  Contact Our Help Desk

Need a Different Topic? Perform a Quick Search

List of Related Works

Click on Any Topic to Preview the Content

Samphina Academy

Samphina Academy is an Online Educational Resource Center that is aimed at providing students with quality information and materials to aid them in succeeding in their academic pursuit.