AN ASSESSMENT OF BRAND BUILDING AWARENESS THROUGH RADIO AND TELEVISION

BOAKYE BOATENG, DEBORAH; BONSU SERWAAH, HANNAH; QUAINOO KWASI, JUSTICE; ADZEI, BRIGHT; YINUGH, JULIANA; ODOOM-PRAH, DUNCAN

DSpace Home
→
STUDENTS’ FINAL PROJECT (THESIS/DISSERTATION)
→
SCHOOL OF BUSINESS- ST
→
Business Administration -ST
→
View Item

AN ASSESSMENT OF BRAND BUILDING AWARENESS THROUGH RADIO AND TELEVISION

BOAKYE BOATENG, DEBORAH; BONSU SERWAAH, HANNAH; QUAINOO KWASI, JUSTICE; ADZEI, BRIGHT; YINUGH, JULIANA; ODOOM-PRAH, DUNCAN

URI: http://localhost:8080/xmlui/handle/123456789/3025

Date: 2012-11-20

Abstract:

The study was conducted to find out how Ernest Chemist Limited, a Pharmaceutical Company is providing quality products at affordable prices to the delight of consumers and also building brand awareness in terms of Radio and Television. The needs and wants of the customers was limited to Ernest Chemist Limited and quality of products or service, customers needs and wants in terms of brands. The study suggests tangible solution which if applied will elevate the numerous problems facing the company. The information was gathered from both primary and secondary source. The sources were consulted for the needed data in a form of questionnaires, interview and personal observations. The finding from the study, indicate that the company was meeting the needs and wants of their clients in terms of building brand awareness among some 15 product of Ernest Chemist. The study revealed that, consumer’s needs and wants plays a significant role in the running of an organization.

Description:

The study into building brand awareness; a comparative assessment of radio and TV advertisement begins with the general introduction. This include the background to the study, problem statement, research objectives, research questions, scope of the study, significance of the study and study limitations. A brand is a distinguishing name, symbol, design or a combination of these, which is used to identify a product or service, differentiate product or services from those of the competition and producer from competitors who would attempt to provide products that appear to be identical (Kotler, Armstrong, Sauders and Wong, 1999). Branding is the process of creating an association between a symbol or object or emotion or perception and a product or company with the goal of driving loyalty and creating differentiation. As consumers are bombarded with a variety of product to meet the same need, branding provide a way for consumers to reduce their decision making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. A strong brand is an important corporate asset. The basic reason is that people must know about a company and its brands before they commit themselves. Brand awareness is the level of public awareness of a specific brand in the minds of existing and potential customers. Successful brand awareness strategies should distinctly define the uniqueness of the brand as well as the company that produces it and set it apart from competition. Brand awareness is one of the keys steps of getting customers to patronize products. Advertising plays a key role in building strong brand awareness. Advertising is any paid form of non-personal presentation and promotion of ideas, products and services by an identified sponsor. Advertising on Radio and Television are popular channels that can be effectively used to build brand awareness.

Show full item record