Effective brand leveraging strategies: a case study of Kenya Breweries Ltd
Abstract
The study sought to investigate the effect of brand leveraging strategies and a case study
of Kenya Breweries Ltd was done. It was carried out between October 2002 and
December 2002. The sampling frame comprised brand managers of Kenya Breweries
limited.
Many companies do not recognize the importance of brand leveraging strategies. For the
companies that adopt these strategies, some do not know the impact of the strategies both
positively as well as negatively. The researcher had a quest to identify if KBL adopts
these strategies. The following objectives were investigated.
• Brand-leveraging strategies used for effective brand reinforcement and revitalization
in the beer industry in Kenya.
• Identifying and categorizing the range of brand extensions.
• Identifying key issues to these types of strategies: benefit, risks and so lutions
Both primary and secondary data was used. The data was analyzed descriptive statistics
and frequencies and percentages were used.
It was deduced from the study that KBL some of the leveraging strategies. The company
uses the following strategies:
• Brand extensions
• Pruning
• Positioning
• Co-branding
It also found that in brand extension the company adopts line extension.
Citation
Masters Of Business Administration (MBA) Degree, University of NairobiPublisher
University of Nairobi School of Business
Description
A Management Research Project submitted in
partial fulfillment of the requirements of the
Master of Business Administration Degree