PROJECT PROPOSAL

ON

BRANDING AS A TOOL FOR DISSEMINATING INFORMATION

(BRANDING OF LASPO FM 101.9 PRESS JACKET)
CHAPTER ONE
BACKGROUND TO THE STUDY
Branding is the process of using a word or an image to identify a company or its products. It is
what separates competitors and helps consumers remember a product. The purpose of a brand is
to increase sales by making the product or service the most visible and desired by the consumer.
Branding is becoming more than a logo or a product. It is becoming a promise of quality and
reputation! It encompasses everything about a company, sometimes good and sometimes bad,
depending on the publics perception (Mudambi, 2002).
In Nigeria, Whenever and wherever the term branding was mentioned 7 or 8 years ago what
comes to mind used to be a far-fetched concept which we think should be the sole exclusive of a
very few people who have been out of the shores of this country and back and want to make
some noise, go against the tide and increase their pricing (agency) in the competitive market,
while some say that preachers of branding are spotlight wannabes.
Little did they realize that trend is it and trend is for evolvers and lovers of change the inevitable
change, the tide of change has struck the boat and today the term branding is not just a
household name, there now operates what we call specializations in the branding sector, agencies
and personal brand evolvers are increasingly looking in the niche carving direction either to win
a pitch or stay relevant in the increasingly robust competitive market. For those who relegate the
meaning of a brand to just a logo, symbol, trademark and an identity, gazes have to be set far
away, they must learn to see far because the walls are closing in, the clients now know the
direction their heading, hence, instant gratification is the rule rather than the exception. That
which if not attained sees clients change agency overnight and move accounts without apologies.
The business clime we operate in is a credential oriented one even the advertising industry that
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thrives on creativity is fast embracing the norm, such that they are on the rise for high intellect
than the conventional business world.
Branding your business with promotional items is a great way to advertise. The placement of a
business name or logo on promotional products is sure to bring in new business, and they can
also be used to reward existing customers and employees for their loyalty. Leaving pens and
pencils in high traffic areas such as banks, doctors offices, libraries, and colleges will bring
recognition to a company and its brands. Having a brand with high perceived value will set the
stage for a long-lasting relationship to develop, and the depth of the relationship between the
brand and its customers will be the foundation for the ongoing success and sustained competitive
advantage despite disruptions in the marketplace (Schultz, 2001).
While consumer brands have traditionally sought to develop these relationships, industrial
products are increasingly using branding to differentiate their product and also develop these
relationships. Industrial firms that are able to create a viable brand identity for their product or
line of products can achieve that degree of differentiation that can be the difference between
success and failure in the marketplace (Mudambi, 2002).
Promotional products have really stood the test of time in the marketing world. You know them:
they are those branded gifts that have your companys name and or logo on them. They are one
of the oldest forms of marketing, advertising, and branding. However; they are still effective
marketing tools even in todays digital marketing world. The strategy for making promotional
gifts an effective part of your marketing arsenal has three keys. You may think of promotional
products as something that is only used at trade shows or conventions, but they can be effective
tools for branding and promotion anywhere and anytime.
There is an entire organisation dedicated to the promotional products industry. It is called the
British Promotional Merchandise Association. They periodically survey recipients of
promotional merchandise to evaluate their effectiveness and see what works best. They publish
this research to help companies understand the power of promotional products as part of their
advertising and marketing mix. Here are 5 reasons based on their research and surveys why you
should at least try out a promotional product campaign in the near future.
Promotional products are less expensive, yet more effective for brand recollection than other
types of advertising, including: print, radio, and television. Choosing to use promotional products
to advertise your business is a great way to promote your company. In order to be more effective
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with this choice of advertising, follow our three keys to success for efficient branding when
using promotional products. The three rules for branded merchandise are that the product should
(1) be useful to the recipient, (2) be relevant to your company or brand, and (3) must represent
your company well. When promotional products meet these criteria, they can often be kept for a
long time, can positively influence recipients impression on your company, and make them more
likely to to do business with you.
STATEMENT OF PROBLEM
Advertising has entered every area of our lives, and many of us choose to ignore it on many
occasions. Branding is a great way to promote this recognition because people are busy and tend
to adhere to familiarity. If consumers recognize a brand that they have previously used and they
remember being satisfied with it, then they are more likely to choose that product or service
again. This is especially true in the tremendous hodgepodge of advertising going on today. Since
everyone uses tissues, This Project would therefore produce customized press jackets for laspo
FM 101.9
AIMS AND OBJECTIVE
The main aim of this project is to make an advertising campaign a success by branding
customized press jackets for laspo FM 101.9. Other specific objectives are to connect target
prospects emotionally and promote the laspo FM 101.9 brand.
SCOPE OF PROJECT
The scope of this study is the design and production of press jacket, the study would review a
literature of press jacket branding in order to achieve a more sustainable design approach for the
branded press jacket as a means for brand enhancement of Laspo FM 101.9. The limitation of
this study include time constraint, inadequate finance and inability to get the right materials etc.
SIGNIFICANCE OF STUDY
This branding project would promote awareness of the enhanced value that corporate branding
strategies can provide for an organization. It would help in creating unique identities and
positions for products and services, hence distinguishing the offerings from competitors. The
study will also serve as a resource material for branding related projects. It will also be a very
useful reading and reference material.
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DEFINITION OF TERMS
ADVERTISING: Advertising is paid communication brought to audiences through different
forms of media such as television, radio, newspapers, magazines, and billboards.
BRAND: a name, logo, slogan, and/or design scheme associated with a product or service. a
brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the
goods and services of one seller or group of sellers and to differentiate them from those of other
sellers.
BRANDING: this is the act of creating, maintaining a brand
BRAND LOYALTY: Brand loyalty is where a person buys products from the same
manufacturer repeatedly rather than from other suppliers. Brand loyalty, in marketing, consists of
a consumer's commitment to repurchase or otherwise continue using the brand and can be
demonstrated by repeated buying of a product or service, or other positive behaviors such as
word of mouth advocacy.

CHAPTER TWO
LITERATURE REVIEW
A successful branding program is also based on differentiating yourself as unique. Effective
branding creates a perception that there is no other product, service, organization or community
quite like yours. Whether the distinction is a result of function, form, ease of use, price or
prestige, the consumer believes you offer something exceptional (Ailawadi et al, 2009). The
power of branding helps take control of your image. The next time your name comes up, it will
conjure the brand qualities you created and achieve the desired perception in the mind of the
consumer. That's the power of branding. (Belch et al, 2011)
Proper branding can result in higher sales of not only one product, but on other products
associated with that brand. For example, if a customer loves Pillsbury biscuits and trusts the
brand, he or she is more likely to try other products offered by the company such as chocolate
chip cookies. Brand is the personality that identifies a product, service or company (name, term,
sign, symbol, or design, or combination of them) and how it relates to key constituencies:
customers, staff, partners, investors etc. (Rozin and Magnusson, 2003)
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People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has certain
qualities or characteristics that make it special or unique. A brand is therefore one of the most
valuable elements in an advertising theme, as it demonstrates what the brand owner is able to
offer in the marketplace. The art of creating and maintaining a brand is called brand
management. Orientation of the whole organization towards its brand is called brand orientation.
The brand orientation is developed in responsiveness to market intelligence.
Careful brand management seeks to make the product or services relevant to the target audience.
Brands should be seen as more than the difference between the actual cost of a product and its
selling price they represent the sum of all valuable qualities of a product to the consumer.
A brand which is widely known is said to have brand recognition. When brand recognition builds
up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is
said to have achieved brand franchise. Brand recognition is most successful when people can
state a brand without being explicitly exposed to the company's name, but rather through visual
signifiers like logos, slogans, and colors. For example, Disney has been successful at branding
with their particular script font (originally created for Walt Disney's "signature" logo), which it
used in the logo for go.com. (Best, 2000)
Consumers may look on branding as an aspect of products or services, as it often serves to
denote a certain attractive quality or characteristic (see also brand promise). From the perspective
of brand owners, branded products or services also command higher prices. Where two products
resemble each other, but one of the products has no associated branding (such as a generic, storebranded product), people may often select the more expensive branded product on the basis of
the quality of the brand or the reputation of the brand owner.
Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, and jingles and so on to certain associations in
memory. It consists of both brand recognition and brand recall. It helps the customers to
understand to which product or service category the particular brand belongs and what products
and services are sold under the brand name. It also ensures that customers know which of their
needs are satisfied by the brand through its products (Keller). Brand awareness is of critical
importance since customers will not consider your brand if they are not aware of it.
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There are various levels of brand awareness that require different levels and combinations of
brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-mind
awareness occurs when your brand is what pops into a consumers mind when asked to name
brands in a product category. For example, when someone is asked to name a type of facial
tissue, the common answer is Kleenex, which is a top-of-mind brand. Aided awareness occurs
when a consumer is shown or reads a list of brands, and expresses familiarity with your brand
only after they hear or see it as a type of memory aide. Strategic awareness occurs when your
brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to
consumers as making it better than the other brands in your market. The distinctions that set your
product apart from the competition is also known as the Unique Selling Point or USP. Marketing
mix modeling can help marketing leaders optimize how they spend marketing monies to
maximize the impact on Brand Awareness or sales effects. Managing brands for value creation
will often involve applying marketing mix modeling techniques in conjunction with brand
valuation. (Best, 2000)
THEORETICAL FRAMEWORK THE COGNITIVE BALANCE THEORY
This theory was propounded by Sandra Ball-Rokeach in (1968). The thrust of this theory is that
people tend to evaluate persuasive messages according to how these messages fit to fall into their
own cognitive (meaning) pattern. A message that fit into the receivers cognitive pattern ensures
a balance in his state of mind while one that does not fit causes internal inconsistency. To restore
internal balance, the receiver has to change his attitude towards the subject matter or the source.
A receiver who holds a mild opinion on a pertinent topic may change his attitude towards the
topic where as a receiver that holds a strong opinion on the topic is more likely to change his
attitude towards the source.

CHAPTER THREE
PRODUCTION PROCESS
PRE-PRODUCTION

Pre-production is the phase of further developing ideas and planning prior to the process of
production. In a live action movie sense it is the period before filming starts. In an animation
sense it is the period before any real animating takes place.
TITLE/THEME
The theme is an idea or point that is central to this production work. The theme of the project is
Laspo Fm 101.9 Press Jacket branding
OBJECTIVE
This Project would brand press jackets for laspo fm 101.9. This branded press jacketds would
help to promote recognition, increase brand loyalty and to build values for customers and
confirms organizational credibility and connects target prospects emotionally
TARGET AUDIENCE
The target audience of this production is the staffs and students of mass communication
department, Lagos state polytechnic
BUDGET
This determines the total amount of money which will be spent on the entire project. It involves
the identification and estimation of cost items for each phase {development, pre-production,
production and post-production.
PRODUCTION
This stage is where the actual design of the press jackets where actualized. After acquiring the
materials needed for the production work, the production started in earnest by sewing the press
jackets, designing he art work and taking the art work to the printers who then made imprints of
the visual designs on the press jackets.
POST-PRODUCTION
Post-production is part of production process. It is a term for all stages of production occurring
after the actual end of production of completed work.
EVALUATION/DEFENCE

This is the stage where the completed production will be opened to criticism by lecturers and
other academic and production experts. The concept of the production will be evaluated and
criticized and necessary corrections will be made to perfect the production.

CHAPTER FOUR
PRODUCTION SCHEME
CHOICE OF PRODUCT
Press Jackets are very powerful promotional items. Press jackets are worn by the press officers
and seen by everyone, all the time. When an individual wears the branded press jacket, everyone
they come in contact with will see the radio station name and logo. Through this medium,
branded press jackets lead to effective marketing. Branded press jackets will help businesses
grow and spread the word.
CHOICE OF COLOUR
The choice of colour for the press jacket to be branded would be brown
CHOICE OF BRANDING
The choice of branding for the towels is embroidery.
The School and departmental logo to be branded on the towels to give it brand identity

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NY; Keller, K. L. (1998) Strategic Brand Management, Upper Saddle River, NJ: Prentice-Hall
Shipley, D. and Howard, P. (1993) Brand naming industrial products, Industrial Marketing
Management, Vol. 22, No. 1, pp. 5966;
Mudambi, S., Doyle, P. and Wong, V. (1997) An exploration of branding in industrial markets,
Industrial Marketing Management, Vol. 26, pp. 453466.
Khermouch, G. and Brady, D. (2003) Brands in an age of anti-Americanism, Business Week,
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August, pp. 4754.

Frith, M. (1993) Price setting and the value of a strong brand name, International Journal of
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Gordon, G. L., Calantone, R. J. and Di Benedetto, C. A. (1993) Brand equity in the business-tobusiness sector: An exploratory study, Journal of Product and Brand Management, Vol.
2, No. 3, pp. 416;
Hutton, J. G. (1997) A study of brand equity in an organizational context, Journal of Product
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Brand Management, Vol. 6, No. 6, pp. 428439.

Rozin, R. S. and Magnusson, L. (2003) Processes and methodologies for creating a global
business-to-business brand, Journal of Brand Management, Vol. 10, No. 3, February, pp.
185207.
Best, R. (2000) Market-Based Management, Prentice-Hall, Upper Saddle River, NJ, p. 110.
Webster, F. E., Jr and Wind, Y. (1972a) A general model for understanding organizational
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behavior, Journal of Marketing, Vol. 36, April, pp. 1219;

Webster, F. E., Jr and Wind, Y. (1972b) Organizational Buying Behavior, Prentice-Hall,