Babcock University Research Portal

Corporate branding as a strategic tool in a competitive market

Authors: KABUOH Margret , AJIKE Emmanuel , Ogbuanu, B.k.

Publication Type: Journal article

Journal: Social Science & Law Journal Of Policy Review & Development Strategies

ISSN Number:

Downloads

Views

Abstract

Brand and effective brand management are integral part of the strategic marketing management.
The role of brands and branding toward corporate performance and customer satisfaction has
been variously researched. Branding today, as a marketing tool has been recognized as a source of
sustainable strategic competitive advantage tool in the organization. No wonder those
organizations that have formulated and implemented strategic brand practicing are more
successful and profitable than those that have not. In today's hyper competitive knowledge driven
economy characterized with consumer sophistication, the need for organizations to adopt
strategically different approaches and method that will radically differentiate them from the
competition in term of product, services, practice, structure, system, procedure among others. The
study is quantitative in nature, and adopted a survey descriptive approach with the use of
questionnaire. A sample size of 80 was hypothetical drawn for the study using the stratified
random sampling technique. Data gathered was regressed; the finding shows that effective
corporate branding is a significant tool toward competitive market. The result of the R2 = 0.621
(62.1%) implies that there is a positive statistical relationship between corporate branding and
competitive market. The study concluded and recommended that organizations should invest in
effective corporate branding to enable the organization the ability of enhancing their position in
the competitive industry.

Access to Documents

External Link
Download
Digital Object Identifier

Keywords

KABUOH,M. AJIKE,E. Ogbuanu,,B. . (2015). Corporate branding as a strategic tool in a competitive market, 4 (), 19-19.

KABUOH,M. AJIKE,E. Ogbuanu,,B. . "Corporate branding as a strategic tool in a competitive market" 4, no (), (2015): 19-19.

KABUOH,M. and AJIKE,E. and Ogbuanu,,B. and . (2015). Corporate branding as a strategic tool in a competitive market, 4 (), pp19-19.

KABUOHM, AJIKEE, Ogbuanu,B, . Corporate branding as a strategic tool in a competitive market. 2015, 4 ():19-19.

KABUOH,Margret , AJIKE,Emmanuel , and Ogbuanu,,B.k. . "Corporate branding as a strategic tool in a competitive market", 4 . (2015) : 19-19.

[1] K.Margret A.Emmanuel & O.B.k. , "Corporate branding as a strategic tool in a competitive market" vol.4, no., pp. 19-19, 2015.

Access to Documents

Keywords

About Us

Admissions

Contact Us

Policies

ALUMNI

STUDENT POPULATION