The Impact of Brand Management on the Marketing of Convenience Products in Federal Capital Territory Abuja

This study investigated the impact of brand management on the marketing of convenience products in the Federal Capital Territory (FCT) Abuja, using the Nigerian Bottling Company (NBC) as a case study. The research explores how various elements of brand management—including brand perception, communication strategies, relevance, and product differentiation—affect consumer buying behavior and loyalty in the convenience product segment. A descriptive survey research design was adopted, and data were collected through structured questionnaires distributed to a sample of NBC consumers and analyzed using simple percentages and chi-square statistical tools. The findings revealed that brand perception significantly influences consumers' trust and preference for NBC’s products. Ineffective communication strategies were identified as barriers to consumer engagement, while brand relevance and differentiation emerged as key determinants of repeat purchases in the competitive beverage market. The study concludes that effective brand management enhances product visibility, consumer loyalty, and market performance, especially in fast-moving consumer goods (FMCG) sectors. It is recommended that NBC intensifies its branding efforts through modern communication channels, improves product innovation, strengthens differentiation strategies, and continually aligns its brand with consumer expectations. This study contributes to the growing body of knowledge on brand management in emerging markets and offers practical insights for marketing practitioners operating in Nigeria’s FMCG industry.
Keywords: Brand Management, Convenience Products, Consumer Behavior, Product Differentiation, Marketing Strategy, Nigerian Bottling Company, Abuja