| dc.description.abstract | The primary purpose of the study was to assess the strategic role of branding in building
competitive advantage at Kenya Wine Agencies Limited. The interviewees were the
human resources manager, public relation manager, the finance manager, brands
manager, sales and distribution manager, production manager and managing director. The
primary data was collected using an interview guide. Qualitative data was analyzed using
content analysis. Content data analysis sought to make general statements on how
categories or themes of data are related. In assessing the holistic view of strategic role of
branding in building competitive advantage, emphasis was made to the brand itself, rather
than simply the product. Thus the brand was considered to be the sum of all elements of
the marketing mix: product is just one element, alongside price, promotion and
distribution. This holistic view was more relevant to the current environment of
international brand management. In other words, it comprised traditional and
international marketing strategy that includes product, global communications, and
channel management. This viewed a brand as a total value that contains intangible
composite mixed elements. In other words, this brand value goes beyond the total impact
of the combination of the marketing mix. It represents the synergistic effect of all
marketing efforts that instill and perpetuate an image in customers' minds, and will
finally contribute to the success of a firm in an international market. The study
recommends further research on the role of ensuring that the front and managerial staff
produce a good product, provide a positive customer experience, and pay more attention
on operating procedures of wine agencies. The policies, processes, and standards could
be employed to smooth operations, create value, and offer a positive customer
experience. From the study, it was recommended that customer incentive programs in
relation to the strategic role of branding in building competitive advantage at wine
agencies in Kenya should be looked at. | en_US |
