By Rita Okoye

In today’s fiercely competitive market, the success of any brand goes beyond just having a recognizable logo or catchy tagline. It’s about building an emotional connection with consumers, fostering trust, and ensuring loyalty. Kikelomo Fadilat Anjorin, a trailblazer in the study of branding, has provided invaluable insights into the power of branding in shaping consumer behaviour. An MBA graduate from the Faculty of Administration and Law, Distance Learning Centre, Ahmadu Bello University, Zaria, Nigeria, Anjorin’s meticulously researched thesis, Impact of Branding on Consumer Behaviour: A Study of Nigeria Breweries PLC in Lagos State, completed in September 2020, explores the critical role branding plays in driving consumer decisions and fostering long-term brand loyalty.

In her research, Anjorin examines how various branding strategies employed by Nigeria Breweries PLC have influenced consumer behaviour, ultimately guiding the company’s success in Nigeria’s highly competitive beverage industry. Her research provides essential insights into how businesses can use branding as a powerful tool to gain market dominance and long-term customer loyalty.

Anjorin’s research emphasizes that branding is a powerful tool that shapes consumer perceptions and influences purchasing behaviour. According to her study, elements such as advertising, brand image, brand loyalty, and brand associations are all critical components that help businesses foster strong connections with their target audiences. “Branding is the emotional bond between the consumer and the brand,” Anjorin asserts in her research. “When consumers identify with the values and promise a brand represents, it influences their purchasing decisions. Effective branding helps shape not just what consumers buy, but how they feel about what they buy.”

Anjorin’s work highlights that advertising, in particular, plays a key role in generating consumer awareness and sparking interest in a product. However, it goes beyond just selling a product—it’s about forming the perception of a brand and aligning it with consumer preferences and expectations. This insight proves critical for companies aiming to cultivate a loyal customer base that repeatedly engages with their brand.

One of the most compelling sections of Anjorin’s thesis revolves around brand association and brand image, demonstrating how both elements directly impact consumer perceptions and buying habits. “Consumers create associations with brands based on their experiences and the emotions these brands evoke,” she explains. “When a brand successfully ties itself to positive traits, such as quality, trust, or innovation, it stands out in a consumer’s mind.”

Anjorin’s research shows that consumers often form positive associations with brands that consistently meet their expectations, and this influences their purchasing decisions. For Nigeria Breweries PLC, this has translated into a powerful brand identity associated with quality, reliability, and innovation. “Brand associations are powerful because they directly affect how consumers perceive the product,” Anjorin remarks. “When consumers have positive associations with a brand, it becomes their first choice when making purchasing decisions. For Nigeria Breweries, their association with quality has made their products the go-to choice for millions of Nigerians.”

Similarly, Anjorin’s research underscores the significance of brand image in shaping how consumers perceive a product’s quality. A positive brand image creates a sense of trust and confidence, making consumers more likely to choose a brand over its competitors. “A positive brand image is a vital asset that helps a brand to stay relevant and continue growing in a competitive market,” Anjorin states.

Anjorin places significant emphasis on brand loyalty as a key driver of repeat purchases and sustained growth. Her research reveals that consumers are more likely to remain loyal to a brand that consistently meets or exceeds their expectations, building trust and reducing the need for continuous advertising and promotional efforts. “Loyalty isn’t just about repeat purchases; it’s about cultivating an emotional connection with the consumer,” Anjorin explains. “Once a consumer feels that a brand consistently delivers quality and aligns with their personal values, they are more likely to remain loyal and even advocate for that brand.”

For Nigeria Breweries PLC, the study found that customer loyalty is built over time through continuous high-quality products, relatable brand messaging, and strategic loyalty programs. This loyalty, in turn, leads to higher retention rates and consumer-driven advocacy, which is crucial in a market where brand-switching is common.

In the competitive beverage industry, advertising plays a pivotal role in bridging the gap between a brand and its target audience. Anjorin’s thesis stresses that advertising serves not only to inform but to persuade consumers to engage with the brand on a deeper level. “Well-crafted advertisements convey the brand’s core values, evoke emotions, and position the product as a solution to a consumer’s needs,” she says. Anjorin’s research highlights how Nigeria Breweries PLC’s creative advertising campaigns have captured the hearts of Nigerian consumers, building brand loyalty and engagement.

Through television commercials, social media campaigns, and sponsorships, Nigeria Breweries PLC has been able to consistently engage with their audience, reinforcing their brand’s message and cultivating a strong emotional connection with consumers.

Anjorin’s research provides practical recommendations for businesses looking to optimize their branding strategies. She emphasizes the need for companies to focus on authenticity, consistency, and engagement in their branding efforts. Her recommendations include investing in consumer-focused advertising campaigns that reflect the target audience’s lifestyles and values, building strong brand associations that create positive emotional connections, maintaining a consistent brand image across all customer touchpoints, and fostering brand loyalty through personalized customer experiences, loyalty programs, and incentives for repeat customers.

“Successful branding requires more than just advertising,” Anjorin emphasizes. “It’s about delivering on the promises made through consistent quality and meaningful engagement with the consumer. This is what transforms a consumer from a one-time buyer into a loyal advocate.”

Looking toward the future, Anjorin believes that digital transformation will play an even greater role in how brands engage with consumers. With the growing influence of social media, influencers, and personalized digital marketing, brands must adapt to changing consumer behaviour patterns. “Digital media has transformed the way consumers interact with brands,” Anjorin remarks. “Incorporating digital strategies, such as social media engagement, influencer partnerships, and personalized marketing, will be essential for brands looking to stay relevant and maintain consumer loyalty.”

In conclusion, Kikelomo Fadilat Anjorin’s research highlights the immense power that branding holds in shaping consumer behaviour and driving business success. Through her study of Nigeria Breweries PLC, she provides a comprehensive framework for understanding the dynamics of branding and offers valuable strategies for companies aiming to foster deeper connections with their customers.

Her work underscores that effective branding goes beyond a product—it creates a narrative, a relationship, and a promise that resonates with consumers. “Branding is an ongoing conversation between a company and its consumers. The more authentic that conversation is, the more successful the brand will be,” Anjorin concludes.

In a world where consumer choices are increasingly driven by values and emotions, Anjorin’s research provides essential guidance on how businesses can build lasting brand loyalty and competitive advantage.