Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry

Aloy Okafor and Olusoji George

International Journal of Marketing Studies, 2016, vol. 8, issue 2, 84-96

Abstract: Product Branding is the process of inculcating unique values to a product in order to differentiate it from competing products. Components that differentiate products include: Name, Logo, Intellect, Culture and Values. This paper examines some western theorised Product Branding components and presents the understanding of these components from a Nigerian perspective. Social theory was used for the review of literature on Product Branding components, and in exploring the components¡¯ systemic relationships that promised values to stakeholders. Content Analysis was employed in examining the theories of Branding and the extent to which it could be applied in the Nigerian Milk industry. This study reveals that a brand¡¯s success largely depends on the extent of artistic selection of Product Branding components and the extent to which those components¡¯ interaction produces values for stakeholders. The study concludes that Brand Name, Brand Logo, Brand Intellect, and Brand Culture are components that exude values to milk brands in Nigeria.

Keywords: product branding; brand name; brand logo; brand intellect; brand culture; brand value; and milk in Nigeria (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:84-96

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