Influence of Corporate Branding Strategy on Performance of Large Scale Manufacturing Firm in Nairobi, Kenya

Abstract

Corporate branding strategy seek out to build unique character and position for the services and goods of an organization and it makes sure both the company and the product create value beyond the competitors. Competition has become very stiff in manufacturing industry, organizations in this industry have to develop the branding strategies that will allow them have sustainable competitive advantage over others. The objective of this research was to establish the influence of corporate branding strategy on performance of large scale manufacturers in Nairobi. The study was guided by the following theories; customer-based brand equity (CBBE) theory, Heider‟s balance theory and social judgment theory. The research used a descriptive survey research design. The target population for this research was 455 large scale manufacturing companies in Nairobi according to Kenya Association of Manufacturers. From the target population of 455, a sample population of 208 was realised with a confidence level of 95. The researcher used a questionnaire as an instrument for collecting primary data. The formulated questionnaires were administered through the use of the drop and pick method to the different operations managers in every sector of the large scale manufacturing companies. Secondary data was collected from the institutional websites, libraries, brochures, newspapers and various research related organizations. Descriptive statistics analysis was used to evaluate the influence of corporate branding strategy on performance of large scale manufacturers in Nairobi. The quantitative data was coded using SPSS (version 24.0) so as to allow the responses given to be grouped into different categories. Correlation analysis will be employed to test the parameters. The study found that that brand positioning influences performance of large scale manufacturers in Nairobi in great extent. The study revealed that brand identity influences performance of large scale manufacturers in Nairobi to a great extent. The study found that brand personality influences performance of large scale manufacturers in Nairobi to a great extent. The study found that brand architecture influence performance of large scale manufacturers in Nairobi to a great extent. This study showed that rebranding influences performance of large scale manufacturers in Nairobi in great extent. The study concluded from the regression findings that project brand identity had the greatest effect on the performance of large scale manufacturers in Nairobi, followed by brand positioning, then brand architecture then brand personality while rebranding was less significant on large scale manufacturers in Nairobi. The study suggests that there is need for the large scale companies to ensure that their brand name is well established and that large scale companies in Kenya should be encouraged to look for better ways of strengthening their brands in order to enhance their performance.