Impact of Product Branding on Sales Revenue of Listed Companies in Ghana

Abstract

This paper investigates short-run and long-run impact of product branding on sales revenues of Unilever (Ghana) Limited. The paper focused on Unilever (Ghana) Limited because it is one of the distribution companies listed on Ghana Stock Exchange with more strategic focus on product branding. Time series regression was used to investigate the impacts of product branding on sales revenue and data covered 1984-2014 financial years. The paper adopted VECM for impact estimation. The results indicate that product branding has long-run positive impact on sales revenue but did not have significant short-run impact on sales revenue. The paper recommends a continuous product branding to ensure sustainable growth in sales volumes and higher profits.