The Effect of Branding on the patronage of consumer goods in Nigeria

Business do operate in an environment that is highly competitive, to meet up with or overcome this competition; the business owners always devise tools they could use to sell their products.

Branding is one of the tools used in persuading consumers to buy products or services. It is aimed at providing information on the availability of products, modified version as well as existing brand of products that would change consumers’ mental and behavioural responses in a manner favoured by the producers.

In this regard, good branding attracts attention, interest, stimulates and evokes positive reaction among potential consumers thereby forming the most suitable background for making sales.
The purpose of branding is to achieve the patronizing of consumer goods, make consumers derive benefits and satisfactions from a particular product. It facilitates people’s belief and purchasing decision on a product. This could be by encouraging new consumers to try the product or existing ones to use it again.



The benefit of branding is to signal to the consumers the source of the product and protect the consumers from competitors who would attempt to provide products that appear to be identical. These are based on product attributes that provides functional or rational utilities to the consumers such benefit relate directly to the functions performed by the products and services to the consumer. Branding gives the consumers a positive feeling about the product.