BOTTLE TO BRAND: EXPLORING HOW EFFECTIVE BRANDING ENERGIZED STAR LAGER BEER'S PERFORMANCE IN A FIERCE MARKET

Authors

  • Kelechi Chidiebere Ihemereze Coscharis Motors Ltd, Nigeria
  • Awele Vivian Ekwezia Academic Affairs Unit, Registry Department, Anambra State Polytechnic, Mgbakwu, Nigeria
  • Nsisong Louis Eyo-Udo Independent Researcher, UK
  • Uneku Ikwue Independent Researcher, Abuja, Nigeria
  • Obinna Arize Ufoaro Department of Economics Education, Nwafor Orizu College of Education, Nsugbe, Nigeria
  • Ese Eigbadon Oshioste UCS Ltd, Abuja, Nigeria
  • Chibuike Daraojimba University of Pretoria, South Africa

DOI:

https://doi.org/10.51594/estj.v4i3.559

Abstract

This study explores the significant influence of effective brand management on the success of products in the market. The study examines the aspects of brand management that affect consumer loyalty and market acceptance using the beer Star Lager as a case study. Data were gathered using a descriptive research design and questionnaires given to 200 respondents in the Surulere neighbourhood of Lagos, Nigeria. The study's findings highlight how brand attributes like taste, cost, television ads, and sales promotions influence consumer acceptance and loyalty. The study refutes presumptions regarding the impact of promotional products on consumer spending. It is concluded that maintaining market leadership and fostering competitive advantage depends on a strategic approach to brand management. The paper provides some recommendations for manufacturers, including a focus on key brand components, consistency in essential brand elements, and a preference for product development and customer satisfaction

Keywords: Brand Management, Product Performance, Customer Loyalty, Competitive Advantage, Consumer Satisfaction, Strategic Marketing, Promotional Strategies, Brand Consistency.

Published

2023-09-13

Issue

Vol. 4 No. 3 (2023)

Section

Articles

Copyright (c) 2023 Kelechi Chidiebere Ihemereze, Awele Vivian Ekwezia, Nsisong Louis Eyo-Udo, Uneku Ikwue, Obinna Arize Ufoaro, Ese Eigbadon Oshioste, Chibuike Daraojimba

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