Product Branding on the Effectiveness and Performance of Manufacturing Industry

Abstract

The effectiveness of product branding can never be overemphasized as it affect to a large extent, the manufacturer’s performance of such brand. As a result, this study examines the effectiveness of product branding on the performance of manufacturing industry using Doyin Group Nigeria Limited as a case study. A sample of 140 participants which are broken down into 20 distributors, 70 consumers and 50 staffs of the company constituted the sample size for the study conducted. The questionnaire was used as the major instrument for data collection while analysis was done based on simple percentage. The results obtained from the analysis using chi-square revealed that the product branding has a strong effect on the performance of manufacturing industry of Doyin Group Nigeria limited. The study therefore recommends that organizations should employ the use of persistent product branding for good performance on both the features and qualities of their brand to prospective customers so as to build their customer base and ensure loyalty to the brand.