The role of advertising in branding of a product the case of neat fufu

Abstract

The primary purpose of this research work is to find out the role of advertising on branding of a product using Neat Fufu as a case study. The relevance of advertising is critical because it helps the brand of products to be accepted by consumers. The main objectives of the study were to identify advertising strategies for creating brand awareness of Neat Fufu and examine the relationship between advertising and brand image of a product. The research design for this study was a qualitative and exploratory in nature. The study employed the use of interviews which were administered to 10 participants using the probability and non-probability sampling techniques. It was found that smart advertising was indicated by most of the interviewees as the key advertising strategies for creating brand awareness. This is because social media advertising provides digital marketing channel for paid ad campaigns to meet the target audience. The study revealed that branding serves as the perception about a product as reflected by the cluster of associations that consumers connect to the product name. Again, the study revealed that advertising guarantees validation of the product and ensures high competitive edge in the business environment. The study recommended that management of Neat Fufu should invest more in advertising and give priority to diverse strategies especially social media. Again, the study recommends that management should provide and maintain the quality and affordability of the product to be able to have a higher competitive edge.