Manufacturers want their brands loved, preferred and upgraded. None want its brand (s) rejected, hated or downgraded, therefore brand owners across the globe have long realized that positioning themselves from within their economic jurisdiction has become a necessary means of winning and sustaining attention in the market writes Princewill Ekwujuru.

Even without consciously articulating marketing positioning strategies, lots of brand owners have as far back as history could record, been making statements about their individual characteristics, endowments and peculiarities.

Even in this era where majority of dairies are sourced from Italy, China, Kenya, European and Asian countries.

Holland as the case may be, remains known as home to finest dairy products that still stand the test of time. Think of the phrase, ‘’Holland home of finest dairy.’’

All over the world, this phrase has shown how Holland is perceived. Or is it Peak milk that is driving this perception for Holland.?

From France sells easily in Nigerian stores just for the fact that it is from France.? No. This is because of years of associating the country with romance and personal care. Check out all the perfumes and deodorants worn by users. They derive their names from French imageries and constructs; Cheri L’amour, Blackberry Pour homme, Hummer Eau de toilette.

Even the global winery business struggle to relate to France. Is it any wonder that virtually all brandies call themselves ‘’French brandy’’ or ‘’original French cognac.?’’ A positive national brand image confers strong advantages on products from these countries. It also affords them the luxury of price leadership in the market.

However, things are changing. Although Nigeria neither has an improved national image despite years of effort at nation branding or marketing nor has as yet, any real brand of significant export potential, rather than what Promasidor Nigeria Limited is doing in the milk market.

No wonder in 1993 when Promasidor segmented the milk market, that afforded low income earners the opportunity to drink quality milk. Before then, the milk market was elitist in nature. The success recorded by sachet milk in the market led other brands to toe the line of the new order, and are today enjoying the revolution and evolution propelled by Promasidor.

Today however, segmentation has creped into all segments of the product market; butter, detergent, spirit, biscuit, tea markets to mention a few. The increasing reversal of brand credibility conferment from the previous nation-product flow to product (s) nation paradigm has potential to change the look-and- feel of Nigeria before the world as advocated by the brand image of Promasidor milk brands.

And again some examples will suffice. In 2010 Top global brands rankings, China was ranked 56, from 48 in 2009. But China is easily the destination for most of the products consumed in the world today, especially Africa and Asia. Like manner, Combell, Miksi, Loya milk and Cowbell Choco has become products consumed in parts of Africa.

But if what the brands are doing in terms of social responsibility’ in education; NASMAC, provision of portable water, sports; disable soccer is anything to go by then Promasidor’s second position in the Nigeria diary market, will eventually be giving it a global out look then.

Check out the payoff, “Combell our milk” it resonates with the target market, it makes the consumers believe the milk is for them. The taste, number of minerals and vitamins contained in the products gives the company the leverage to be able to compete with global brands.

Soy Milk

What this says is that sustained good manufacturing practice and aggressive industrialization and marketing can assist in reshaping the perception index and improve national image.

The key thing for Nigerian companies is toe the line of quality as well as develop core competence in given areas just like Promasidor’s milk brands.

Over time, it is been noticed that the positive image of a given industry has a way of robbing off on other industries and then the national image.

For example, Indian companies are presumed to be good for outsourcing Information Technology, IT, but not for high stake strategic consulting.

It is known that India, on account of its IT industry is beginning to sell consulting services to the world. In the same way, ‘Kenya coffee, shoe polish, Kiwi’ implies high quality and not high quality aircraft. The key driver of change is consistency. At first, a country trying to occupy a perception space will meet cynicism and even outright rejection in the market.

Humans are known for adventure and will eventually “try” the product after some time. This trial leads to repeat patronage and then acceptance. Some consumers spoken to on acceptance of the Promasidor milk brands, Peju Ajuwon, said their brands have considerably acceptance as a result of its pricing, vitamins and mineral.

For Moses Effiong, the brands taste the same, it is difficult to differentiate them, the brands are doing well he stated. The price is right compare to that of competing brands in the same category. “To drive global acceptance therefore, Nigeria companies need to learn from Promasidor,” Mojidi Kolawole advised.