Abstract:

The purpose of the study is to look at the relationship between product innovation positioning and brand image performance in the fast moving consumer goods industry using Procter and Gamble Nigeria products as our case study. The objectives of the study were to, find out whether there is relationship between brand image and innovation strategy, examine whether brand message play specific roles on positioning effectiveness and to ascertain how customer loyalty affects brand image performance.  The study investigates how product innovation can be positioned in order to bring a positive result in brand image performance. Series of questions were asked using the questionnaire adopted by the researcher and four hypotheses were proposed and tested in the study. Survey method was used to collect data of which 240 questionnaires were distributed, 222 were retrieved. Regression analysis was used to test hypotheses.  The conclusion from the findings was that: respondents agree that there is a significant relationship between brand image and product innovation positioning strategy; they also agreed that there is a significant relationship between brand messages and positioning effectiveness. We recommended that firms in FMCG industry should put in place a good product innovation positioning strategy in order to have a great brand image. We also recommended that these firms should try to pass the right message across target segment in order for their product innovation positioning strategy to be effective.