The Effect of Branding on Organizational Market Performance Case Study: Crown Beverages Limited

Abstract

This study investigated the effect of branding on organizational market performance in Crown Beverages Limited. The specific objectives were to; investigate the effect of Brand Equity, Brand recognition, Brand Image and Brand awareness on organizational market performance in Crown Beverages Limited.

A case study design was adopted and data collected from a sample of 70 respondents. Self-administered questionnaires and interview guide were used in the study. Data was analysed using SPSS Version 16 and findings were presented in a tabular format showing frequencies and percentages. Qualitative findings were presented in themes in a narrative form.

Findings from the study revealed that the brand equity has improved on the company’s market share, it had made the company stands out from its competitors and it helped to craft employees into the 'face' of the company at industry shows. It was also found out that the company had effective promotional campaigns to enhance brand recognition had contributed to the increase in market share and it has provided consumers with a consistent visual learning experience and consumers easily identify the company products. It was also exposed that Crown Beverages Limited brand image has developed over time and it has contributed to positive image of our company, customer retention and respondents also reported and has built customer confidence in company’s products. It was also find out that Crown Beverages Limited brand awareness has increased its sales volume and market share hence contributing to the profitability of the company. All this depicted that branding plays a big role in market performance of an organisation.

The study recommended that management at Crown Beverages Limited should plan strategically about the form of branding to use that will positively influence the decision making of a customer. This will lead to increased sales thus high organisation performance. Branding should be fully considered during the budget formulation so that enough funds are allocated to branding to finance all activities involved in achieving a brand identity. The organisational management should hire experts with enough experience so that they can effectively carry out the branding activity. This will greatly reduce the competition of brands from other organisations.

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