BRANDING STRATEGY AND PERFORMANCE OF BREWERIES IN ANAMBRA STATE, NIGERIA

Abstract

The intense competition within the brewery sector in Anambra State exacerbates the need for robust and effective branding strategy. The broad objective of this study is to investigate the effect of branding strategy on the performance of selected breweries in Anambra State. This study specifically sought to assess the link between brand development and goal achievement of selected breweries. The study is anchored on Brand Equity Theory. A Survey research design was employed to analyze the stated hypotheses in the study. The study adopts primary source of data and data was collected using questionnaire and interviews. Population of 150 respondents from the selected breweries were used and Since the sample population is conducive for a sample size i.e 150 persons for this research work, the researcher therefore used the population as sample size. Regression and ANOVA were used to analyze the sourced data in the study. Hypotheses were tested using simple regression analysis in SPSS version 23. The findings revealed how various branding strategies such as packaging, emblem, symbols and graphics currently employed by these breweries, emphasizes the significant role of promotional activities in enhancing brand visibility and fostering customer loyalty. The study concluded that given the dynamic nature of markets, breweries should regularly assess the effectiveness of their branding strategies and adapt them to align with changing consumer preferences and competitive pressures. Therefore, the researchers recommend that Breweries should prioritize developing and implementing holistic branding strategies that integrate various promotional activities to enhance brand visibility and customer engagement.