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STRATEGIC ROLES OF BRANDING ON ORGANIZATION SALES PERFORMANCE

ADEGBUYI , O. A. and Ajagbe, Akintunde M. and Kehinde, O.J. and Adegbuyi, Abimbola A. and Akande, A.O (2015) STRATEGIC ROLES OF BRANDING ON ORGANIZATION SALES PERFORMANCE. International Journal of Current Research, 7 (12). pp. 23835-23841. ISSN 0975-833X

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Abstract

Branding according to empirical literature is the creation of three dimensional characters of a product. It is further described in terms of name, packaging, colours and symbols that help to differentiate the products from its rivals. And also helps the customer to develop a relationship with the product. The practice of product branding is very crucial in determining the degree of sales performance of business organisations. The purpose of this study is to find out the benefits of product branding and the impact on sales performance of manufacturing firms. This study adopts both secondary and primary sources of data collection to gather information. The primary source of data was collected through survey method with the use of structured questionnaires. The questionnaires were directed to 150 respondents who are members of staff of a Coca-cola Company plant located in Lagos, Nigeria as well as consumers of a particular Coca-cola brand. Secondary data was gathered from journals,conference articles, internet sources, textbooks and unpublished works.

Item Type: Article
Uncontrolled Keywords: Product Branding, Sales Performance, Organisational Strategy, Linear Regression Analysis.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 15 Feb 2016 11:32
Last Modified: 15 Feb 2016 11:32
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/5907

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