Title: Branding Strategies of Indigenous Businesses in Kogi State, Nigeria: A Review of Marketing Practices
Authors: Emmanueel Yusuf Attah and Sunday Musa Onalo
Volume: 8
Issue: 11
Pages: 65-70
Publication Date: 2024/11/28
Abstract:
This paper examines the role of visual and messaging elements in the branding strategies of indigenous businesses in Kogi State, Nigeria, with a focus on how these elements contribute to brand identity and appeal to local and broader markets. The study analyzes 30 businesses from various sectors using content analysis, aiming to identify branding practices, assess their effectiveness, and evaluate the influence of culture and digital platforms. Key findings include the widespread use of culturally relevant visuals in branding, fostering local consumer loyalty, and the limited digital engagement, which constrains market reach. The study recommends enhancing digital literacy, providing financial support for branding initiatives, and fostering collaboration among businesses to improve branding efforts and expand market access.