BRANDING AS A TOOL FOR INCREASING SALES VOLUME OF AN ORGANIZATION

ABSTRACT

The paper examined branding as a tool for increasing sales volume of a business organization with a study of Cadbury Nigeria Plc, Lagos state. Brand could be either name, sign, symbol or design that differentiate a product, service or company from competitors for the customers to make purchase based on experience , no wonder it is said to enhance sales volume of an organization. The research is anchored on Individual Difference Theory. Also, questionnaire was used as a data collection instrument for survey research method while 100 respondents were drawn using purposive sampling method. That data collected were analyzed and interpreted using descriptive statistics (frequency and percentage). Findings show that, a popular brand name such as Cadbury particularly its Bournvita has become an household name which is been used as a synonyms for all tea or beverages in the market. It is recommended that, a good name worth more than gold i.e a good brand name is a plus to the overall success of a business not only on sale volume. Brand image is core to the public relations departments and the entire firm, so the workers should imbibe the public relations philosophy in all they are doing.

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Related: brand, brand image, corporate image, sales volume, branding as a tool for increasing sales volume of a business organization, Cadbury,

 

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