Effects of strategic brand management on organisational performance and competitive advantage: case of fanmilk plc

No Thumbnail Available
Journal Title
Journal ISSN
Volume Title
Brand management is crucial for businesses hoping to flourish in business-to-business industries. Branding is more than just giving goods and services a name; it also involves creating, maintaining, and managing brand equity. The study highlights the need for marketing initiatives and programs to be implemented, as well as for a thorough grasp of the brand, its target market, and the company's goals. The report contends that brand management has expanded beyond the marketing iii sector to include top executives and every division of the business. Businesses like fanmilk plc, which provide clients with extra value beyond their products, serve as an example of the value of brand management. To ascertain the effect of strategic brand management on organizational performance and competitive advantage, this study used fanmilk plc as a case study. The four goals of the research were to identify brand management methods, evaluate their efficacy, identify implementation obstacles, and provide options for improvement. Descriptive statistics, multiple regression analysis, and pearson's correlation analysis were among the quantitative data analysis methods used in the study, which solely relied on primary data obtained through a self-administered questionnaire. Several technologies, including spss and microsoft excel, were used to evaluate the data. There were two main statistical methods: mean score analysis and relative importance index (rii). The cronbach's alpha test and a one sample t-test were used to compare means and assess the scales' reliability. The results demonstrated that fanmilk plc's brand management strategies were effective, as seen by the company's products' affordable prices and superior flavor when compared to those of rival ice cream brands in Ghana. Yet, there were a number of difficulties in implementing brand management policies, including a lack of communication and clear objectives. Over the years, brand management practices have changed and a strategic plan is necessary for increasing brand value or upholding brand equity. According to the study's findings, strategic brand management is essential for organizational performance and competitive advantage. Therefore, in order to improve brand management methods, the study suggested setting clear objectives, precisely managing budgets, effective communication, introducing new technology, assuring accountability, and developing procedures. Iv dedication i dedicate this literary work to my parents, engr. Samuel kwabena berko and mrs. Jemima arab
A thesis submitted to the institute of distance learning, Kwame Nkrumah university of science and technology – Kumasi, in partial fulfilment of the requirements for the award of master of science, marketing (idl)