Study of Product Branding Morphology at Abeokuta urban Communities of Ogun state, Nigeria

Abstract

The branding technique is based on local identity because artificial narratives are not effective. That is, to be real, branding descriptions must be based on reliable values associated with the location and establish a connection with the genuine local identity. The rationality that differentiates the product, helps the artifact compete with other products. In addition, authenticity can combine a constant reinterpretation (to suit consumer taste) with an idealized evocation of the past to strengthen a brand’s popularity. This study looks at what makes Abeokuta urban morphology positive to become branding tools. This study adopted a qualitative research approach because the research is confined within a subjective assessment of attitudes, opinions and behavior of Abeokuta communities. A research ontological position is that Abeokuta morphological features were used as a branding tool
for core indigenous communities of Abeokuta. Since Abeokuta is brandable, Abeokuta morphology must be identified and its meaning is known. For this study Nvivo words cloud and place theory was used for analyzes. Desktop data, Focus group discussions, the personal observation were used as data collection techniques and satellite imagery was used for the base map of Abeokuta. This research discovers what robust brands own and what cities need in order to brand themselves productively. What a city needs to possess to be a good brand; it must possess important and unique characteristics that can be easily identified. These are functional as well as non-functional qualities. These include city form, people’s understanding of the city, people’s conviction in the city, what the city views for, and what kind of people dwell in the city