Influence of Branding Practices on Service Delivery Among Security System Firms in Nairobi Kenya

Abstract

Worldwide, businesses of all sizes and in a variety of sectors are increasingly turning to branding as a development strategy. More than just a marketing activity, firms in today's fast-paced and unpredictable business world are turning to a variety of strategies in order to establish a strong identity for their products in the minds of their target consumers. The study's main goal was to learn how different branding strategies used by security systems firms in Nairobi, Kenya affect the quality of their service. This study was grounded on the theories of brand equity and the SERVQUAL model. This study used a cross-sectional, descriptive research strategy. Brand practices were shown to be significantly affected by brand position and brand identity, while brand practices were also significantly affected by brand association and brand awareness. A positive association between branding techniques and actual service provided was found. The research showed that branding practices are associated with service delivery. Regression analysis conducted in this study revealed that the selected regression model accurately predicted the outcomes. Employees are able to better supply services to clients and, as a result, establish an organization's brand when there is effective internal communication and internal branding. It has been shown that brand association and brand identity have a major influence on brand behaviours to a large degree. It was shown, however, that brand awareness and brand identification had a moderate effect on brand practices. According to the following evidence, security systems firms are keen to develop positive associations through sponsorships. The study concludes that brand awareness campaigns can be used as a strategy for influencing service delivery and competitively positioning brands within the marketplace. According to the results, service quality is significantly affected by brand identity. The research' findings provide credence to the idea that there is an interplay among a brand's connections, awareness, positioning, and self-consciousness. According to the findings of the study, one strategy for controlling one's reputation and exerting control over the image that their company projects to other people is to use branding methods. The company's leadership is accountable for building and maintaining a positive image and brand. Making premium quality items available at competitive prices while also pushing the boundaries of their field may help a business succeed.