Dublin Core
Title
Assessing the Effect of Brand Development on Organizational Performance: A Case Study of Guinness Ghana Breweries Limited (GGBL).
Creator
Esther Dankwa
Description
Brand development plays an essential role in any business environment and is considered as an asset of a company. This research assessed and deepens the understanding of the effect of
brand development on organizational performance. The study examined Employees knowledge on brand development as a marketing strategy, the factors that influence brand development strategies, effect of branding development on the Organizational performance
and identified the challenges of brand development at Guinness Ghana Breweries Limited
(GGBL). The research design adopted an exploratory design method using qualitative and quantitative methods in the study. The researcher used a case study approach in assessing the impact of brand development strategies on the operations of GGBL by collecting the opinion of One Hundred and ninety- seven (197) questionnaires respondents. Descriptive analysis of findings was generated by use of SPSS and Microsoft Excel. The study revealed Brand development strategy has a significant effect on organizational performance. The findings also revealed the existence of adequate knowledge on brand development as a marketing strategy at GGBL among employees. Furthermore, majority of the respondents stated GGBL has a unique brand development strategy which has a significant effect on the organizational performance. The various factors identified as key reasons for branding supports the study conceptual
framework dimensions with respect to customer-based, market-based and financial-based perspectives in determining brand development effect on organizational performance of GGBL. The study further recommends to the management of GGBL to ensure sufficient investment
of resources into brand development and also find more ingenious ways of communicating their brand to all their stakeholders that does not involve spending so much money.
brand development on organizational performance. The study examined Employees knowledge on brand development as a marketing strategy, the factors that influence brand development strategies, effect of branding development on the Organizational performance
and identified the challenges of brand development at Guinness Ghana Breweries Limited
(GGBL). The research design adopted an exploratory design method using qualitative and quantitative methods in the study. The researcher used a case study approach in assessing the impact of brand development strategies on the operations of GGBL by collecting the opinion of One Hundred and ninety- seven (197) questionnaires respondents. Descriptive analysis of findings was generated by use of SPSS and Microsoft Excel. The study revealed Brand development strategy has a significant effect on organizational performance. The findings also revealed the existence of adequate knowledge on brand development as a marketing strategy at GGBL among employees. Furthermore, majority of the respondents stated GGBL has a unique brand development strategy which has a significant effect on the organizational performance. The various factors identified as key reasons for branding supports the study conceptual
framework dimensions with respect to customer-based, market-based and financial-based perspectives in determining brand development effect on organizational performance of GGBL. The study further recommends to the management of GGBL to ensure sufficient investment
of resources into brand development and also find more ingenious ways of communicating their brand to all their stakeholders that does not involve spending so much money.
Subject
Msc. Supply Chain Management
Date
January, 2019