The Role of Branding in the Performance of a Manufacturing Organisation in Uganda Case Study: Roofing Limited Uganda

Abstract

The main purpose of the study was to assess role branding plays in the performance of a manufacturing firm using Roofing Limited Uganda as the case study. The study was guided by the following objectives: To assess the role company name branding plays in improving the performance; to determine the role of individual branding in improving the performance of Roofing’s limited Uganda and to identify the role of attitude branding in improving the performance of Roofings limited Uganda. The study employed a research design which allowed for qualitative and quantitative analysis of the administration staff with a sample of 53 respondents in a population size of 61. The study was carried on using a detailed literature review thereby analyzing what various authors have written about the topic. This was done by looking into different books. Data was collected using a self-administered questionnaire, and face to face interviews. The study was conducted using 53 respondents including. The findings revealed that a company’s name brand enhances a person’s beliefs about its products. It was also revealed that the name brand enhances a person’s feelings towards its products, creates awareness and also helps give its products Consistency in the Marketplace. Company name brand also helps to extend to and boost the credibility of the products under it, extends trust in high-quality of their products to support their marketability and also extends trust in durability of their products to support their marketability. Additionally, individual brands facilitate the positioning of each product, by allowing a firm to position its brands differently and also makes it easier to launch an individual brand. Further, Attitude branding contributes to the firms expression of its identity, build long term brand loyalty and improves trust of the customers. Attitude branding was also seen to develop stronger customer relationships with the firm to achieve sustainable share in the market. Finally, a number of recommendations were suggested such as the organization should make sure that quality is an essential characteristic for every brand; because the perceived quality provides fundamental reason for the consumer to purchase; It is also recommended that they should emphasize the companies’ strong brand name is a winning track as customers choose their brand over unknown brand.

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