ABSTRACT

The purpose of this study was to determine the importance of branding in the marketing of Made in Ghana Shoes. The study specifically identified techniques of marketing made in Ghana Shoes, discovered the varied forms of branding employed by organisations, and discovered the influence of branding on the growth in sales volume of made in Ghana Shoes. The survey descriptive research design was used in the study. The poll yielded a total of 259 valid replies. The Classical and Modern approaches were used in the investigation. The research indicated that branding is vital because it highlights benefits in an elegant way, helps transmit your thoughts and opinions to the world, improves product purchase, and aids in market segmentation. Furthermore, the study examined the various branding styles employed by organisations, with the following conclusions: product branding, online branding, offline branding, geographical branding, and service branding. According to the report, organisations should practise branding since it affects product sales.

 

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND TO THE STUDY

Adeleye (2003) defines a brand as the name that is associated with a product or service. According to the author, a brand symbolises many more intangible qualities of a product or service upon closer inspection: a collection of thoughts and ideas regarding quality, image, lifestyle, and prestige. Other researchers argued that a brand creates the perception in the minds of customers and prospects that there is no other product or service in the market that is quite like yours (Keller, 2006; Ajagbe, 2007; Solomon et al., 2012). In short, a brand makes a promise to the client and then follows through on it. According to Kotler (2000), branding is more than simply a corporate jargon. The notion of brand name, according to Keller (2003), has become the heart of marketing in the new economy. The author argued that whereas the traditional marketing adage was “Nothing happens until someone sells something,” the new mentality might be “Nothing happens until somebody brands something” (McCarthy, 2002).

Branding is a key problem in product planning, and professional marketers’ ability to build, manage, manufacture, and enhance brand is likely their most distinguishing competence. Marketing is based on the art of branding. A brand is defined by the American Marketing Association as a name, word, sign, symbol, or design, or a mix of these, designed to identify and differentiate the goods or services of one seller or group of sellers from those of rivals. As a result, a brand distinguishes the seller or producer. The brand name and trademarks safeguard the legal rights to improve product characteristics that might otherwise be duplicated by competitors. Furthermore, branding allows the seller to attract a loyal and profitable set of customers while also providing some protection from competitors’ greater control in planning their marketing mix. All of this causes corporations to invest a lot of money on branding with the express purpose of product distinction and identification, therefore influencing client tastes and, as a consequence, creating strong sales branding.

Branding has evolved into an important motivator in the field of sales branding in any organisation, whether it manufactures industrial or consumer goods.

The researcher chose the topic area because of his significant interest in sales increase, particularly in branding, which requires identifying the extent of dependency of customers on this effort and on the organisations. As a result, the influence of branding on sales of manufactured in Ghana shoes has increased.

Consumers nowadays examine the brand name of the goods as well as the sort of box that encloses the product when selecting to purchase any product. This is because both notions add value to the product and increase consumer happiness when using it. As a result of these facts, manufacturing companies give greater attention to the critical area of branding and packaging of their significant product. Kotter, 2001.A product might be thought of as having two forms: generic and upgraded. The generic product is the basic object or service provided to the target market. The enhanced product includes both solicited and unsolicited extras in addition to the basic product. Packaging and brand recognition are two of these extras. According to Giles (1978), packing refers to the covering for a product. Everything intended to identify a product and distinguish it from competitors is referred to as branding.

Branding has nothing to do with the design of a product, which includes both the inherent and extrinsic features of a product, such as branding, texture, colour, names, tastes, and so on; rather, branding is a composite of actions including the establishment of brand names, brand marks, copyright, and the like. Confusive marketing is the best way to define a marketing situation in the absence of branding.

According to Francis and Stephen (2003), branding is the production of three-dimensional characteristics for a product, characterised by name, branding, colours, and symbols. According to the writers, branding helps to differentiate a product from its rivals. They also stated that branding enables buyers to form relationships with the items. According to Bearden and Ingram (2007), branding is the use of a name, word, symbol, or design–or a mix of all–to identify a product. According to McCarthy (2002), branding is the process through which a firm uses marketing methods to encourage consumers to remember its company and goods above others. He stated that a brand promises to continuously provide consumers with a defined set of features, advantages, and services. According to Worlu et al. (2007), branding is also defined as the use of a name, symbol, or design, or a mix of these, to identify products and services. In a nutshell, it is a deliberate and planned process of aligning business activities with the brand identity and values. According to Batra and Homer (2004), branding is an activity in which organisations employ a name, slogan, design, or symbol, or a mix of these, to identify and differentiate their goods from those of rivals. According to Palmer (2000), branding is the process of developing a distinctive identity for a product that distinguishes it from its rivals. The act of developing distinct and long-lasting perceptions in the minds of customers is known as branding (Johnson and Russo, 1984; Blythe, 2001; Ajagbe et al., 2015).

1.2     STATEMENT OF THE PROBLEM

The issue of branding locally produced products cannot be overstated; some believe that branding locally made products will be a problem for society as a whole, while others disagree. To be more specific, we have different types of soft drinks that, when consumed by customers, will provide the same satisfaction; however, these products must be branded in order to give each and every product its own identity that will differentiate it from others or rather its competitors. However, the purpose of this study is to discover the role of branding in increasing an organization’s sales volume.

1.3  OBJECTIVES OF THE STUDY

The main objective of this study is mainly to find out the Importance of branding on the marketing of made in Ghana Shoes, specifically the study intends to:

1. Identify method of marketing branded  products in an organization
2. Find out different styles of branding used by organization
3. Find out the impact of branding on the increase in sales volume of made in ghana shoes.

1.4     RESEARCH QUESTIONS

1. What methods can be used to markets branded products in an organization?
2. What are the different styles of branding used by organization?
3. What is the impact of branding on the increase in sales volume of made in ghana shoes.?

1.5     RESEARCH HYPOTHESIS

Ho: there is no significance impacts of branding on the sales increase of made in ghana shoes

Hi: there is a significance impacts of branding on the sales increase of made in ghana shoes

1.6     SIGNIFICANCE OF THE STUDY

Similar studies might have been carried out in this area of human endeavor, however, the simple fact that business environment is never static, a lot of changes might have rendered parts of the result of these findings obsolete.

This research work will be beneficial to the organization under review as the researcher will search into various aspects of marketing branded food products within the organization to ascertain whether the huge amount of money spent to brand food products is justified.

The study is also expected to serve as a reference material for future research work in this important aspect of business administration as it can be consulted as a reference material especially if there is the need to improve on the study.

1.7 SCOPE OF THE STUDY

This study will be focused on the impact of branding as a tool for increasing sales volume of an organization that produces made in Ghana shoes. It will also be focusing on identifying methods of marketing branded  products in an organization, finding out the different styles of branding used by organizations and finding out the impact of branding on the increase in sales volume of made in Ghana shoes.

1.8 LIMITATIONS OF THE STUDY

This study will be limited to the impact of branding as a tool for increasing sales volume of an organization. It will also be limited to identifying methods of marketing branded  products in an organization, finding out the different styles of branding used by organization and finding out the impact of branding on the increase in sales volume of made in Ghana shoes.

This study will be using Ghana shoes makers as enrolled participants for this study and this will serve as a limitation to this study.

1.9 DEFINITION OF TERMS

Branding: the promotion of a particular product or company by means of advertising and distinctive design

Tools: implements used to carry out a particular function

Sales volume: the number of units sold within a reporting period.

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