dc.description.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. | en_US |