Vol. 12(3), pp. 107-139. , 2024.

ISSN: 2384-6151

https://doi.org/10.14662/ijebm2024150

 

 

Full Length Research

 

Branding as Competitive Edge in Multi-Product Alcoholic Drinks Markets in Nigeria

 

OKOROZOH, Ugochukwu Lawrence

 

Industrial Promotions, Information and Documentation Department, Projects Development Institute (PRODA) Enugu PRODA Road (off Abakaliki Express way) Emene Industrial Layout, Emene , Enugu. Correspondence: okorozoh@gmail.com or ugochukwu.okorozoh@proda.gov.ng. Tell: +(234)8137293249  

Corresponding author: okorozoh@gmail.com or ugochukwu.okorozoh@proda.gov.ng.  

 

 

Accepted 15 May 2024

Abstract

 

The market place is not what it used to be, it is radically changing as a result of major societal forces such as technological advancements and globalization. These major forces have created new behaviours and challenges. Consumers are showing greater price sensitivity in their search for value and brand manufacturers are facing intense competition from the domestic and foreign brands which is resulting in brand promotion costs and shrinking profit margins. The main objective of this study is to determine the effect of branding on the competitiveness of alcoholic beverage companies in Nigeria which resulted to the formulation of research questions and hypotheses in line with the branding variables. The study adopted the survey design. Five selected multi-product alcoholic beverage companies in Nigeria were used for the study. A sample size of 353 respondents was used. The source of data for the study was primary. The main instrument used for primary data was a questionnaire, which was structured on a five-point summated Likert scale. The instrument was checked for reliability and validity using discriminant validity and Cronbach alpha. The data generated from the field survey were presented and analyzed using a quantitative method of frequency distribution, tables, and simple percentages. Multiple linear regression analysis (MLR) was used to test the hypotheses because of its ability to summarize the nature of the relationship between variables. The findings show that positioning the brand statistically had a significant positive relationship with product differentiation. Communicating the brand message had a statistically significant positive impact on product differentiation. Delivering the brand performance had a significant positive effect on product differentiation. Leveraging the brand equity has no significant impact on product differentiation and Perceived brand quality has no significant effect on product differentiation. From the findings of this study, consistency of integrated communications and messages along the brand identity dimensions targeted towards customers is critical to the success of brand-building efforts by delivering a consistent, self-reinforcing brand image. Companies need to ensure that the brand remains strong even during difficult times and offers value that is consistent with the brand promise.

 

Keywords: Competition, Competitiveness, Consumers, Brand, Alcoholic beverage, Promotion

 

Cite This Article As: OKOROZOH, U.L. (2024). Branding as Competitive Edge in Multi-Product Alcoholic Drinks Markets in Nigeria. Inter. J. Econ. Bus. Manage. Vol. 12(3), pp. 107-139.