The Impact of Branding as a Tool for Enhancing Sales Value and Organizational Performance
ABSTRACT
This study investigates the effects of branding as a tool for increasing sales value on organizational performance at Nestlé Food Nigeria Plc, Lagos State. The primary objectives of the study were to identify the methods of marketing branded products at Nestlé Food Nigeria, Lagos State; determine the various branding styles used by the company; examine the impact of branding on the increase in sales and value; and assess how branding differentiates Nestlé Food Nigeria Plc from its competitors. A descriptive research design of a survey type was adopted for the study. The population consisted of 250 employees of Nestlé Food Nigeria Plc, Lagos. A sample size of 154 was determined using the Taro Yamane formula, with 130 respondents completing the online survey questionnaire. Four research questions guided the study, and four hypotheses were formulated and tested at a 0.05 significance level. The reliability of the instrument was confirmed through a pilot study, yielding a reliability coefficient of 0.86, indicating its suitability for data collection. The data were analyzed using descriptive statistics (mean, standard deviation) and inferential statistics (multiple regression analysis). The findings revealed that marketing branded products (MBP) has a positive and significant impact on organizational performance and sales value, likely due to its ability to attract customer attention and build recognition. The study also found that different branding styles significantly affect sales volume, as they help create a distinct market position and competitive edge. Furthermore, branding was shown to have a significant positive effect on the sales volume and value of Nestlé Food Nigeria Plc. Additionally, branding plays a key role in differentiating Nestlé Food Nigeria Plc from its competitors. The study concluded that branding enhances sales volume and value, strengthens customer loyalty, and sets Nestlé Food Nigeria Plc apart from its competitors. Based on the findings, the study recommends that management continue to invest in and refine branding strategies, build stronger connections with customers, regularly assess market trends, and highlight the unique qualities of their products through branding.
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