The Effectof Brandingonthe Marketing Performanceof Companiesinthe Mobile Phone Industry

See discussions, stats, and author profiles for this publication at: https://www.researchgate.
net/publication/331113077
THE EFFECT OF BRANDING ON THE MARKETING PERFORMANCE OF

COMPANIES IN THE MOBILE PHONE INDUSTRY (CASE STUDY OF TECHNO
GHANA, ACCRA)
Article · November 2018
CITATIONS READS
5 8,391
3 authors:
Jewel Dela Novixoxo Samuel Darko

Ho Technical University University College of Management Studies(UCOMS)
11 PUBLICATIONS 55 CITATIONS 7 PUBLICATIONS 33 CITATIONS
SEE PROFILE SEE PROFILE
Anning Lucy
20 PUBLICATIONS 108 CITATIONS
SEE PROFILE
Some of the authors of this publication are also working on these related projects:
ADDRESSING THE ECONOMIC PLIGHT OF RURAL WOMEN IN GHANA: A FOCUS ON UNEMPLOYMENT View project
The impact of Adverse Selection and Asymmetry Information on Relationship and Choice of Partner for Marriage: A Study on Late Marriage in West Africa. View project
All content following this page was uploaded by Jewel Dela Novixoxo on 01 March 2022.
The user has requested enhancement of the downloaded file.

International Journal of Developing and Emerging Economies
Vol.6, No.2, pp.39-60, November 2018
___Published by European Centre for Research Training and Development UK (www.eajournals.org)
THE EFFECT OF BRANDING ON THE MARKETING PERFORMANCE OF
COMPANIES IN THE MOBILE PHONE INDUSTRY (CASE STUDY OF TECHNO
GHANA, ACCRA)
Jewel Dela Novixoxo1, Abubakar Jamal-Deen2, Lucy Anning3 and Samuel Darko4
1Lecturer,Department of Marketing, Procurement and Supply Chain Management,
University College of Management Studies, Accra-Ghana
2Associate Researcher, Department of Marketing, Procurement and Supply Chain
Management, University College of Management Studies, Accra-Ghana. Email

3Doctoral Researcher, School of Business Administration, Zhongnan University of
Economics and Law, Wuhan 430072, China.

4Associate Researcher, Department of Marketing, Procurement and Supply Chain
Management, University College of Management Studies, Accra-Ghana.
ABSTRACT: In today's highly competitive markets, keeping customers and retaining their
loyalty is considered crucial in maintaining business and its related marketing performance.
Companies and retailers also need to look for various marketing strategies in order to improve
their customers’ loyalty. Having knowledge and skills about marketing is one of the
capabilities which is required for success in the competition. In consumable markets, brands
are the main points of differentiation between the competitive presentations, thus, they are
crucial for the performance in terms of success of the companies. The purpose of this study
sets to analyse the impact of marketing mix elements on brand loyalty. The present study is
applicable in terms of objective and descriptive survey in terms of data collection. To identify
the challenges associated with branding at Techno Ghana, identify the importance of branding
in the marketing of Techno Products, determine the branding strategies adapted by Techno
Ghana and ascertain the relationship between branding and the performance of Techno
products in Ghana. Descriptive research design was used and data was collected from a
sample size of 50 with the aid of questionnaires. Convenience sampling method was used for
the selection of the respondents. Results revealed that lack of branding know-how and
insufficient branding guidance for entrepreneurs are major challenges in techno Ghana. Also
the results indicated that, brand impacts on the purchase decision of customers, helps
customers to identify the source of products, and communicates features and benefits while
developing and maintaining it branding activities through both internal and external agency.
Brand extension and multiple branding are the major branding strategies used by Techno
Company. Finally, the findings show that the company employs logos, jingles and packages
and communicated them through TV campaigns and Events.
KEYWORDS: Branding, Brand Loyalty, Marketing Mix, Consumer Satisfaction, Marketing
Performance
INTRODUCTION
In view of the challenges of today’s business, organizations attempt to attract new customers
and have adopted the strategy of keeping the current customers and inspiring their loyalty.
Therefore, the customer satisfaction is not sufficient and marketer must attempt to improve and
promote their loyalty more and more. In such a paradigm, the objective is to establish long-
39
Print ISSN: 2055-608X(Print), Online ISSN: 2055-6098(Online)
term relationships with beneficiaries and customers, so that more customers will be kept and
fewer will be lost. To this effect, market share and organization profitability will be guaranteed
(Osman, Hemmington, & Bowie, 2009; Yoo, 2008). It is significant to note that markets, in
this day and era, are flooded with products which show no significant physical difference.
Therefore, creating an appropriate characteristic through brand will draw a great distinction
between products and services. Brands reduce safety and social and financial risks of customers
in buying products. These risks are considered as effective factors in evaluating the product
before buying it (Doaei, Kazemi, & Hosseini Robat, 2011). As a result, the company will
succeed in the market and competitive advantage will be gained (Lee & Back, 2010; Low, &
Bloisb, 2002). Today, companies attempt to live on with the help of customer satisfaction and
more sale and profit through market researches and identification of customers’ needs in the
current world of competition. Therefore, one of the ways of achieving the mentioned objectives
is to analyse the concept of marketing mix in any kind of business (Fakhimi Azar, Akbari
Vanehabad, & Rasouli, 2011). Any sort of marketing has impact on brand loyalty and
marketing mix elements are a set of controllable marketing variables in the hands of managers
and decision-makers of the company. If the relationships between these elements and brand
loyalty and especially its aspects are determined, the decision-makers of the company will
easily decide upon how to employ marketing mix elements to gain the highest brand value and
stable profit. In order to accomplish these purposes, appropriate marketing mix plays a leading
role in implementing the strategies of business marketing (Khodadad Hosseini & Rezvani,
2009).
Due to the features of products in the mobile phone industry, the importance of brand loyalty
in these products is extremely high and the product or service choice of this industry is made
through its brand. Thus, owing to the starring role of branding in the country’s industry and the
importance of brand loyalty in the mobile phone industry, the necessity for studying the
effective factors in brand loyalty in markets especially the mobile phone industry which its
products involve more complexity and require special support services cannot be ignored. The
mobile phone industry in Ghana is characterized with intense competition and as a result
product and service differentiation through proper branding strategies is the only way to stay
connected to customers and increased marketing performance. Brands have become the focal
link in consumer markets due to their ability to offer value for both the customers and the
companies (Keller, 1993). However, more attention must be paid to develop a systematic view
on products and brands and it is determined that how pricing decisions, promotion, services,
and distribution are combined with the product with the help of brand manager, so that brand
loyalty is developed and affects the buyer’s decision-making (Karbasi Var et al., 2011).
Therefore, in this study, the relationships between marketing mix elements and brand loyalty
are investigated and it is tried to realize that how these marketing practices increase or reduce
brand loyalty. This study also helps the related companies to strengthen their brands to propel
positively their market or financial performance through planning appropriate strategies
concerning the major effective factors in brand loyalty and devoting more financial resources
to these factors. Following the introduction in section one is the literature review in section
two. Section three highlights on the research methodology consisting of the study area, research
design, population, sampling procedure, data collection instrument, the procedure for data
collection and analysis while section four covers presentation, analysis, and interpretation.
Finally, section five seeks to look at the summary of findings, conclusions and
recommendation.
40
LITERATURE REVIEW
Branding
Branding has become one of the most important aspects of business strategy. Yet it is also one
of the most misunderstood. Branding is sometimes considered to be merely an advertising
function. And many managers and business writers hold the view that branding is about the
management of product image, a supplementary task that can be isolated from the main
business of product management communications. The objective of branding strategy is to
create brands that are differentiated from the competition, thereby reducing the number of
substitutes in the marketplace. When high brand equity is achieved through brand
differentiation, the price elasticity of demand becomes low, allowing the company to increase
price and improve profitability. Branding strategies are built on the interdependent frameworks
of competitive brand positioning, value chain development, and brand equity management.
Brand Loyalty
Operations of loyalty lie in how much consumer actually consumes the goods or services of
brand we measure it by measuring consumer purchasing frequency (Lin et al., 2000;
Veloutosou et al., 2004). It determines the level of utilization of goods and services from
particular/specific retail location or seller (Driver, 1996; East et al., 1995). Atilgan et al. (2005),
cited that “Brand loyalty is one of the core components of brand equity and also positively and
directly affects brand equity”. Under the influence of brand loyalty, consumers continue to buy
the brand, regardless of the superior features, prices and convenience owned by its competitors
(Aaker, 1991). It is important to treat the customer with respect in order to keep them loyal
(Aaker, 1991). Due to the values obtained from brand loyalty, many firms would devise
different strategies to maintain and enhance the loyalty from customers.
There are several ways to evaluate Brand Loyalty i.e., how much brand is familiar among
consumers (Dick et al., 1996; Feltham, 1998), using the brand and level of positive experience
and convenience (Rowley, 2007), social cost, self-concept and brand image (Abendroth, 2001;
Auty, 2001), satisfaction and perceived value (Baltas, 1997; Wood, 2004).
Severi et al. (2013) opined that, one of the most essential topics in marketing management is
the subject of brand equity. Initially brand equity was recognized by Farquhar (1989, p. 24), he
stated that brand equity brought added value to the product. Brand equity is often created by
products or services that bring value directly or indirectly. Brand equity is a set of brand assets
and liabilities linked to a brand, its name and symbol that add to or subtract from the value
provided by a product or service to a firm and/ or to that firm’s customers. One of the first
definitions of brand equity is presented by Srinivasan (1979) who points to the role of “brand-
specific effect”. According to the author, this effect explains part of consumers’ overall
preference for a brand that could not be justified by its objectively measured attributes. Aaker
(1991) refers to brand equity as “a set of brand assets and liabilities linked to a brand, its name
and symbol, that add to or subtract from the value provided by a product or service to a firm
and/ or to that firm’s customers” (p. 15). The content and meaning of brand equity have been
debated in a number of different ways and for a number of different purposes, but so far no
common viewpoint has emerged (Vazquez et al., 2002; Keller, 2003). Developing and building
brand equity is gaining significant attention among the academicians and practitioners (Chahal
et al., 2010). Initially brand equity was recognized by Farquhar (1989, p. 24), he stated that
brand equity brought added value to the product. Brand equity is often created by products or
41
services that bring value directly or indirectly (Kapferer, 2005; Keller, 2003). Brand equity
can be defined as “the marketing and financial values linked with a brand’s strength in the
market, including actual proprietary brand assets, brand name awareness, brand loyalty,
perceived brand quality, and brand associations” (Pride & Ferrell, 2003, p. 299). According to
Lassar, Mittal, & Arun (1995), the existing extent literature has evaluated the brand equity from
two different point of view; financial perspective and customer perspective. Financial
perspective is usually referred to the company’s brand value. While, the customer perspective
appraises brand equity based on the customers’ perceived brand value from the anchor of
marketing decision making (Kim, Kim, & An, 2003). Table 1 shows the main concepts of brand
equity based on the extant literature review. This paper will adopt the idea of customer
perspective of brand equity from Aaker (1991). Aaker (1996) considers brand equity as an
aggregate of assets and liabilities. There are five different dimensions that can create the value
of brand equity, namely; brand awareness, perceived quality, brand loyalty, brand association
and proprietary brand assets (Aaker, 1996).
Marketing Mix
Marketing refers to searching for the most appropriate market and the sections that the
organization can be more effective and useful and fulfil the needs of people. In other words,
marketing is the conscious attempt to allocate resources and establish allocation in the market
(Rousta et al., 2004). The concept of marketing mix was first proposed by Neil Borden in 1949.
However, the most common variables in marketing mix (product, price, distribution and
promotion) were introduced by Mccarthy and were known as 4Ps. Until now, there has been
no considerable change in the concept of marketing mix and in many researches, 4P is still the
coordination concept that other aspects of marketing are organized around it. The most
common definition of marketing mix in target market is to offer the proper product at a
reasonable price in the proper place and time. To put it another way, marketing decision
variables in different models of marketing mix provide a framework through which the
business develop plans for its marketing activities (Khodadad Hosseini & Rezvani, 2009).
Marketing mix indicates the fundamental activities of marketing managers. After selecting a
target market, the marketing managers must develop a systematic plan for selling to customers
and establishing long-term and loyal relationships. Marketing plan includes decisions on
product, price, promotion and distribution. These are the most important parts that marketing
managers must allocate company resources to them to achieve the objectives of sale and
profitability (Garavand, Nourayi, & Saee Arasi, 2010).
Customer Satisfaction
Customer satisfaction is necessary for long-term success in business and is one of the most
important research issues in marketing (Nam, Ekinci, & Whayatt, 2011). The main motivation
for increasing emphasis on customer satisfaction is that higher customer satisfaction may lead
to stronger competitive position, higher market share and profitability, reduction in price
elasticity, lower cost of business, prevention of cost breakdown, increase in customer lifetime
value, and reduction in cost of new customer attraction (Bayraktar, Tatoglu, Turkyilmaz,
Delen, & Zaim, 2012; Torres & Tribó, 2011). Generally, satisfaction is defined as the general
evaluation based on shopping experience and using a particular product or service during the
time (Lee, & Back, 2010). Customer satisfaction is the customer’s attitude towards products or
services which influence their behavior. If customers are satisfied with a particular product or
service, they will probably re-buy them (Ryu, Han, & Kim, 2008). The main focus of marketing
is on identifying and meeting the needs of consumers. After discovering the target market, the
42
companies must engage in some activities to meet the needs of their consumers. In this regard,
they use 4P’s or marketing mix which was first proposed by Professor Mccarthy (Vazir
Zanjani, Motameni, & Mousavi, 2010). Since in many researches it was concluded that
customer satisfaction does not have direct impact on customer loyalty to brand, trust is
considered as a moderator variable in the relationship between these two factors. Results
indicate that customer satisfaction indirectly builds brand loyalty (Gilani Nia & Mousavian,
2010).
Conceptual Framework: Relationship between Concepts

The first part of the literature described the relationship between the branding, brand loyalty,
marketing mix, consumer satisfaction and performance. Brands can play a primary role in the
customer satisfaction by creating competitive advantages with brand performance. Perceived
differences among products through branding provide a number of benefits to customers. The
manager who influences for the good brand performance has distinctive options to protect
and promote brands. Using resources, professionals can enhance the quality, breadth and, in
the long run, the effectiveness of their brands. Different authors like Tuan L. T. et al (2012)
builds a strong brand association in consumer mindsets as a foundation for high brand
performance. Swan, J. E. et al (1999) proves that Product Performance is highly involved to
make the customers more satisfied in their purchasing behavior. In this regard, the proposed
conceptual framework for the study is highlighted in the figure below.
Figure 2.5: Conceptual Framework of the study
Source: Authors own construction from literature, 2018
METHODOLOGY
An empirical investigation is made using primary data to investigate the phenomenon. A survey
was conducted through a structured questionnaire. In a bid to achieve the targets objectives,
questionnaire will probably be structured as a research tool for data assortment. To evaluate
the attitude and opinions of the respondents concerning the variables or indicators of customer
satisfaction questionnaire would be chosen because interviews are quiet tricky and time
consuming. There are two way to collect questionnaire info: by way of self-administered
43
questionnaires (i.e. Mail or electronically), phone interviews or private face to face interviews
.The questionnaire in this study was personally administered. This was regarded as the most
beneficial suited option a result of the intensive geographical distribution of samples. This
study focuses on Techno Ghana Head office Darkuman, Kaneshie. Darkuman falls within the
coverage of Kaneshie which is a suburb in the Accra Metropolitan district, a district of the
Greater Accra Region of Ghana. Accra metropolitan district has a settlement population of
1,848,614 people with 887,673 constituting males and 960,941 constituting females (Census,
2012). Kaneshie has a very busy market and lorry stations which makes it a central place
connecting to all parts of the country. All the questions are rated on ordinal or attitudinal scale
where 1 represents “strongly disagree” & 5 “strongly agree”.
DATA PRESENTATION AND ANALYSIS

This section presents the research findings, analysis, interpretation and discussion in relation
to the research questions of the study. The study examined “The effect of branding on the
marketing performance of companies within the mobile phone industry: A case of Techno
Ghana, Accra”. Fifty (50) respondents were selected using the convenient sampling technique.
Questionnaires were administered in the environs of Techno Ghana head office Darkuman
within a day. The questionnaires were answered and immediately collected after completion.
Statistical tables and Microsoft Excel were used during the data presentation and analysis by
the researcher. The data was analyzed in three stages; the first stage consisted of the
demographic data, the second stage involving the research questions while the last stage
presents an additional analysis on the findings.
Section I: Demographic Characteristics of Respondents

In summary, fifty (50) respondents participated in the survey of which thirty-one (31) were
males constituting 62% and nineteen (19) were females constituting 38%. Table 4.1 presents
the analysis of the demographic variables which includes Gender, Age, Educational
background and tenure of service and departments within Techno Ghana Head office,
Darkuman.
Table 4.1 Demographic Characteristics of employees

Variables Categories Frequency Percentage
Gender Male 31 62
Female 19 38
Age Less than 20 yrs 5 10

20-29 yrs 10 20
30-39 yrs 21 42
40 + yrs 14 28
Educational High School 12 12

Background Tertiary 44 88
Others 0 0
44
Tenure of Below 1 yr 8 16
Service 1-3 yrs 18 36
3+ 24 48
Departments Marketing and Sales 17 34

Branding and packaging 19 38
Accounting 5 10
Customer Service 9 18
Source: Field Survey (2018)
Table 4.1 illustrates that out of the 50 respondents, majority were males constituting 62% where
as 38% were females. With the ages distribution of the respondents, 10% were aged less than
20 years, 20% were aged between 20 and 29 years, 42% were between 30 and 39 years and
28% were aged above 40 years. The finding implies that most of the respondents were young
adults between the ages of 30 and 39 years. The educational backgrounds of the respondents
showed that majority of the respondents were from tertiary representing 88% whiles 12%
represented high school.
Furthermore, the researcher examined the tenure of service of the 50 respondents that
participated in the study. The table reveals that majority of the respondents have spent 3 years
and above representing 48%, 1-3 years representing 36% and less than 1 year representing
16%. The researcher deduced that the percentage of those less than one year in the company
were national service personnel. Also the researcher examined the departments of the
participants. The department of Branding and Packaging formed 38%, followed by Marketing
and Sales which constituted 34%. The Customer Care department constituted 18% whiles
accounting formed 10%.
Section II: The challenges associated with branding at Techno Ghana.

This section analyses the first research question. The respondents were asked to indicate for
each statement the extent to which they agree or disagree as it applies to the company. This
question was to enable the researcher identify the various challenges of branding in the
marketing of mobile phones in Ghana. The findings are represented in the Table and figure
below.
Table 4.2 Lack of branding know-how

Codes Frequencies Percentages
SD Strongly Disagree 3 6
D Disagree 4 8
NS Not Sure 2 4
A Agree 32 64
SA Strongly Agree 9 18
Total 50 100
45
Table 4.2 represents the extent to which respondents agreed or disagreed to the statement that
lack of branding know-how is a challenge of branding. Out of the 50 respondents, 64% agreed,
18% strongly agreed whereas 8% disagreed and 6% strongly disagreed. However, 4% were not
sure. The findings show that lack of branding know-how is a challenge to the company.
Table 4.3 Limited Finance

D Disagree 19 38
NS Not Sure 0 0
A Agree 10 20
Total 50 100
Table 4.3 above represents the extent to which respondents agreed or disagreed to the statement
that limited finance is a challenge of branding at Techno Ghana. Out of the 50 respondents,
38% disagreed, 30% strongly disagreed whereas 20% agreed and 12% strongly agreed. This is
an indication that the company is well resourced financially to handle its branding activities.
Table 4.4 Insufficient branding guidance for entrepreneurs

D Disagree 7 14
NS Not Sure 0 0
A Agree 18 36
Total 50 100
Table 4.4 shows the findings of the extent to which respondents agreed or disagreed to the
statement that insufficient branding guidance for entrepreneurs is a challenge of branding at
Techno Ghana. From the table, 42% strongly agreed, 36% agreed whereas 14% disagreed and
8% strongly disagreed. This shows that there is insufficient branding guidance for
entrepreneurs which is one of the challenges of branding to the company.
46
Table 4.5: Limited human resource

D Disagree 20 40
NS Not Sure 2 4
A Agree 12 24
Total 50 100
From the Table 4.5, 40% respondents disagreed that limited human resource is a challenge of
branding at Techno Ghana. 22% strong disagreed whereas 24% agreed and 10% strongly
agreed. 4% of the respondents were not sure which may be because they are not directly
involved with the day to day branding activities of the company.
Table 4.6 Not fully aware of the importance of branding

D Disagree 15 30
NS Not Sure 1 2
A Agree 21 42
Total 50 100
From the Table 4.6, majority representing 42% respondents agreed that being not fully aware
of the importance of branding is a challenge of branding in the sale of mobile phones in Ghana.
16% strongly agreed whereas 30% disagreed and 10% strongly disagreed. 2% of the
respondents were not sure. This implies that not being fully aware of the importance of
branding is a challenge in the mobile phone industry.
Section III: The importance of branding in the marketing of Techno products.

This section highlights the second research question of the study. It sought to identify the
importance of branding in the marketing of Techno products. Each respondent was asked to
indicate for each statement the extent to which they agree or disagree as it applies to the
company.
47
Table 4.7: Impacts on the purchase decision

D Disagree 0 0
NS Not Sure 0 0
A Agree 32 64
Total 50 100
statement that branding impacts on the purchase decision of customers. From the table, 64%
agreed, 36% strongly agreed whiles none disagreed. To the researcher is a clear indication that
branding impacts on the purchase decision of customer.
Table 4.8: Helps identify the source of the product

D Disagree 0 0
NS Not Sure 0 0
A Agree 7 14
Total 50 100
statement that branding helps identify the source of the product. From the table, 86% strongly
agreed, 14% agreed whereas none disagreed. This implies that some branding carry certain
unique features or information about the company.
Table 4.9: Helps reduce perceived risk of the products

D Disagree 0 0
NS Not Sure 0 0
A Agree 38 76
Total 50 100
48
statement that branding helps reduce perceived risk of the products. From the table, 76%
agreed, 24% strongly agreed whereas none disagreed. This implies that branding has the
potency to reduce the perceived risk of products.
Table 4.10: Symbolizes the product quality

D Disagree 0 0
NS Not Sure 3 6
A Agree 28 56
Total 50 100
statement that branding symbolizes the product quality. From the table, 56% agreed, 38%
strongly agreed whereas 6% were indifferent but none disagreed. This indicated that branding
is symbolic of product quality.
Table 4.11: Communicates features and benefits of the product

D Disagree 0 0
NS Not Sure 0 0
A Agree 11 22
Total 50 100
statement that branding communicates features and benefits of the product. From the table,
78% strongly agreed, 22% agreed whereas none disagreed. This indicates that the company has
built it brand in a way that helps communicates features and benefits of products to customers.
Table 4.12: Differentiates the product from others

D Disagree 0 0
49
NS Not Sure 0 0
A Agree 10 20
Total 50 100
statement that branding differentiates the product from others. From the table 4.12, 80%
strongly agreed, whiles 20% agreed but none disagreed. This is an indication that branding
differentiates the products of the company from others in the market.
Table 4.13: Provides legal protection for the product

D Disagree 0 0
NS Not Sure 6 12
A Agree 30 60
Total 50 100
statement that branding provides legal protection for the product. From the figure 4.13, 60%
agreed, 28% strongly agreed whereas 12% were not sure about the statement because they may
not be directly involved in the company’s branding activities.
Section IV: The branding strategies adapted by Techno Ghana.

This section analyses the third research question. The respondents were asked questions
pertaining to the branding strategies adapted by Techno Ghana and asked to tick the appropriate
answers out of the options provided under each question. The findings are presented in the
Tables and figures below.
Table 4.14: Means through which Branding is developed and maintained

Code Frequency Percentage (%)
I Internal branding department 16 32
Ii External branding department 0 0
Iii Both 34 68
Total 50 100
50

Table 4.14 above presents the findings on the extent to which the company engages internal
branding department, external branding department or both sources in developing and
maintaining its brands. Out of 50 respondents, 34 constituting 68% indicated the firm engages
both sources whereas 16 respondents representing 32% indicated that the firm engages only
internal department. Because of competitive brands in the market, the company may need to
outsource external agencies to supplement the internal department in other to remain
competitive.
Table 4.15 Brand strategies pursued by the company

I Brand Extension 23 46
Ii Multiple Branding 20 40
Iii Corporate Umbrella 4 8
Iv Line Extension 3 6
Total 50 100
Table 4.15 presents that, 23 respondents constituting 46% responded indicated that the firm
uses the brand extension strategy in it branding activities, 40% indicated that the firm engages
in multiple brand strategy, 8% indicated corporate umbrella whiles the remaining 6% indicated
line extension. The finding indicates that the firm uses a combination of brand extension and
multiple brand strategy.
Table 4.16: Branding Campaigns undertaken by the company

I TV Campaigns 21 42
Ii Events 18 36
Iii Print Media 2 4
Iv Social Media Engagement 9 18
Total 50 100
The figure above presents findings on the branding campaigns undertaken by the company.
The findings show that 42% respondents indicated that the firm undertakes it branding
campaigns through TV, 18 of them representing 36% indicated Events, 18% indicated Social
media whiles the remaining 4% indicated Print media. The researcher deduced that it’s because
the TV media has a wider coverage and gives room for enough product demonstrations.
51
Table 4.17 Branding elements that the company focuses on

I Jingles 11 22
Ii Logos 18 36
Iii Slogans 4 8
Iv Symbols 3 6
V Packages 14 28
Total 50 100
From the table 18 respondents representing 36% indicated that the company focuses on logos,
28% represented packages, 22% represented jingles, 8% represented slogan whiles the
remaining 6% represented symbols. To the researcher, a logo is a sign of the origin, ownership
and associations of the product hence the result of the finding.
Table 4.18 How the company enhances it Brand Image

I customer testimonials 19 38
Ii opinion leaders 4 8
Iii opinion formers 5 10
Iv sales persons word of mouth 22 44
Total 50 100
Table 4.18 presents finding on ways the company enhances its brand image. From the findings,
44% indicated sales person’s word of mouth, 38% indicated customer testimonials, 10%
indicated opinion formers whiles the remaining 8% indicated opinion leaders. The result of the
finding may be as a result of the fact that sales person’s constantly have the opportunity of
meeting customers face to face.
Section V: Relationship between branding and performance of Techno products

This section analyses the forth research question. The respondents were asked questions
pertaining to the relationship between branding and performance of Techno products and asked
to tick the appropriate answers out of the options provided under each question. The findings
are presented in the Tables and figures below.
52
Table 4.19: How branding affects marketing performance

I Flexibility to deal directly with customers 0 0
Ii Increases trade negotiation power 0 0
Iii Easy recognition of product 32 64
Iv Demand stimulation 18 36
Total 50 100
Table 4.19 presents how branding affects marketing performance of the company. From the
findings, 32 of the respondents representing 64% indicated that branding has enabled the
market to easily recognize the company’s products in the consumer market, whiles the
remaining 18 of respondents constituting 36% indicated that branding has helped in
stimulating demand for the company’s products. This may be because the branding carries
enough information that differentiates the products in the market.
Table 4.20 How has branding enhanced marketing performance of the company
code Frequency Percentage ( %)
I Massively 40 80
Ii Moderately 9 18
Iii Not sure 1 2
Iv Poorly 0 0
Total 50 100
The table above presents how branding has enhanced the marketing performance of the
company. Out of 50 respondents, 40 representing 80% indicated that branding has enhanced
the marketing performance of the company massively, 9 representing 18% indicated
moderately whiles 2% were not sure. This is because the firms branding nay have led to
increase in sales and product awareness.
Table 4.21: How has branding increased the company's product awareness
I very high 14 28
Ii High 36 72
Iii Indifferent 0 0
Iv Low 0 0
V very low 0 0
Total 50 100
Table 4.21 presents finding on the extent to which branding enhances product awareness. Out
of 50 respondents, 36 representing 72% indicated that branding increases the company’s
product awareness highly, whiles the remaining 14 representing 28% indicated very high. The
53
result of this finding maybe as a result of the fact that the company makes more use of TV
campaigns as indicated in the earlier findings.
Table 4.22 How has branding affected the company's sales performance
I High 29 78
Ii Moderate 8 16
Iii Not Sure 3 6
Iv Low 0 0
Total 50 100
Table 4.22 presents the findings on the extent to which branding affects the company’s sales
performance. 39 respondents representing 78% indicated that branding has helped the company
improve on its sales performance highly, 8 representing 16% indicated moderately whereas the
remaining 3 representing 6% were not sure. This is because the earlier findings indicated that
the branding of the company helps reduce perceived risk hence the increase in sales volumes.
Table 4.23: How has branding improved on communication with customers

I very high 22 44
Ii High 26 52
Iii Indifferent 2 4
Iv Low 0 0
V very low 0 0
Total 50 100
Table 4.23 presents responses on how branding has improved communication between the
company and its customers. The findings show that, 26 respondents representing 52%
indicated that branding has improved the communication between company and its customers
highly, 22 representing 44% confirmed by indicating very high whiles the remaining 4% were
indifferent. This confirms that fact that branding communicates features and benefits of the
product to the market.
Table 4.24: Effectiveness of Branding on overall marketing performance

I very effective 10 20
Ii Effective 38 76
Iii not sure 2 4
Iv not effective 0 0
Total 50 100
54
The table 4.24 above presents findings on the assessment of the effectiveness of branding on
the overall marketing performance of the company. Out of 50 respondents, 38 representing
76% indicated that the overall effectiveness of branding on the company’s marketing
performance has been effective, 10 representing 20% indicated very effective whiles the
remaining 4% were not sure about the overall effectiveness of branding on the company’s
marketing performance. This is an indication that good branding has the power to improve a
company’s marketing efforts thereby by making the company very competitive in the market.
DISCUSSION OF FINDINGS
This section explains how the result of the findings answers and fits into existing knowledge
of how branding impacts on the marketing performance of companies within the
telecommunication industry.
What Are The Challenges Associated With Branding At Techno Ghana?

According to the findings, lack of branding know-how, insufficient branding guidance for
entrepreneurs and not fully aware of the importance of branding constitute the major challenges
associated with branding at Techno Ghana as confirmed by Juntunen et al. (2010), in their
earlier studies that, “barriers that block SMEs to branding include the lack of knowledge,
resources shortage, and insufficient branding guidance for entrepreneurs”. Also according to
Duncan (2005), “The challenge therefore lies in the ability of the entire organization to
understand, believe in, own and communicate the brand consistently at all touch points”.
How important is branding in the marketing of Techno Products?

Regarding the importance of branding in the marketing of products, the findings indicated that
brand impacts on the purchase decision of customers, helps customers to identify the source of
products, reduces perceived risk of product, symbolizes product quality level, communicates
features and benefits of product to customers, differentiates products from that of the
competition, and provides legal protection towards unique features of products. According to
Kotler (2006), “brand helps to identify the source of manufacturer of the product and
simultaneously assigns a responsibility towards an organization for the branded product”. Also
“brand offers the manufacturer consumer market recognition, demand stimulation, trade
negotiation power and flexibility” (Kokemuller, 2007).
What are the branding strategies adapted by Techno Ghana?

The findings revealed that the company develops and maintains it branding activities through
both internal and external agency. Brands have become sophisticated marketing tools, as well
as having considerable monetary value in their own right. There are numerous and very
competitive brands in the telecommunication market today. the researcher is of the view that
the reason for the use of external agency in addition to the internal department is to supplement
the internal department as a result of brand saturation as indicated by Dahlberg et al. (2004);
Saunders et al. (2009), “the twentieth century has seen the emergence of many brands amidst
numerous brands in the global scene”. The findings again indicated that the company makes
use of Brand Extension and Multiple Branding strategies. According to the researcher, the
company may be adapting the brand extension because they want to gives a new product instant
recognition and faster acceptance as indicated by Kapferer (I995), “Brand extension strategy
gives a new product instant recognition and faster acceptance”. Kotler and Armstrong (1996),
in their earlier studies cited that, “Multi-branding is a way to establish different features and
55
appeal to several different buying motives at the same time”. Also Logos, Jingles and Packages
were the major elements the company uses in branding through TV campaigns, Events and
Social media. To the researcher the selected campaign mediums have wider coverage which
may be the reason for the choice. A logo and associated visual elements which a company
creates and legally protects is a way of differentiating itself from its competitors and the
marketplace. According to Underwood et al. (2001), “Pictures on packages are emphasized to
attract attention, particularly when consumers are not very familiar with the brands”.
Furthermore the company employs Sales person word of mouth and Customer testimonials to
enhance their brands this may be because sales person’s constantly have the opportunity of
meeting customers one on one because of the nature of the Techno products.
What is the relationship between branding and the performance of Techno products in
Ghana?
The findings indicated that branding is a very important activity to the company’s product
performance because it helps easy recognition of products, stimulates demand for the products
and has enhanced the product market performance massively. According to Kotler and Keller
(2006), “branding improves perceptions of product performance, greater loyalty, less
vulnerability to competitive marketing actions, less vulnerability to marketing crises, larger
margins, more inelastic consumer response to price decreases, more elastic consumer response
to price decreases, greater trade co-operation and support, increased effectiveness of marketing
communications, possible licensing opportunities and additional brand extension
opportunities”. The findings also indicated that branding has increased product awareness,
affected sales performances and improved communication with customers highly. Overall, the
main results from the findings indicated as part of the challenges associated with branding
includes lack of branding know-how, insufficient branding guidance for entrepreneurs and not
fully aware of the importance of branding.
Also, the results indicated that, brand impacts on the purchase decision of customers, helps
customers to identify the source of products, communicates features and benefits of product to
customers, and differentiates products from that of the competition are the major importance
of branding in the marketing of Techno product.
Furthermore, the company develops and maintains it branding activities through both internal
and external agency. Brand extension and multiple branding are the major branding strategies
used by the company. The findings also revealed that the company employs logos, jingles and
packages and communicated them through TV campaigns and Events. The company also uses
sale person’s word of mouth to enhance it branding activities.
SUMMARY
This study investigates on the effect of branding on the marketing performance of companies
within the mobile phone industry using Techno Company as a case study. The specific
objectives of the study was set first to identify the challenges associated with branding at
Techno Ghana, second to identify the importance of branding in the marketing of Techno
Products and third to determine the branding strategies adapted by Techno Ghana and to
ascertain the relationship between branding and the performance of Techno products in Ghana.
Secondary data on the study was reviewed and primary data was collected through structured
56
questionnaire from a section of employees Techno Ghana. In total fifty (50) respondents were
conveniently sampled from the population to participate in the survey. Descriptive research
design was adapted by the researcher. The research findings, analysis and interpretation were
done with credence to the study objectives. The researcher formulated four research questions
from which the questionnaire was developed and administered by the researcher. The data was
analysed using statistical tables and Microsoft Excel.
CONCLUSION
The findings indicated that customer testimonials and sales people’s word of mouth are the
major ways through which the company enhances its brand image. According to the researcher,
word of mouth serves as a persuasive force in the diffusion of information about brand and
serves as a powerful tool that influences customers to switch to the company’s brands leading
to higher sales. Again offering cost efficient opportunity to company to supplement its
advertising campaign.
From the findings, the overall performance of branding on the firms marketing performance
was very effective through the use of logo and jingle. This success could not have been
achieved without the company’s total brand equity.
It can be concluded that marketing mix is of great importance in determining the position of
company in target market and attracting customers. Therefore, every element of marketing mix
must be compatible with one another and with the various needs of target markets of business.
Managers must directly plan and do marketing activities like distribution, promotion, and
personal selling to stimulate purchase behaviour. In the first stage, managers must use the entire
potential of distribution to inform customers and improve their awareness of brand and market
performance especially those brands which are unknown; therefore, increasing distribution is
essential.
Furthermore, the findings indicated that the company uses mostly TV campaigns to promote it
brand. The researcher attributed this to the fact that the media has a wider coverage. This choice
of media could also have been influenced by the branding elements the firm focuses mostly
which constitute the very aspect of the brand through which the company differentiates its
product which are the company’s Logo and Jingles. Logos and jingles could best be
demonstrated to customers through TV campaigns as cited by Areans (2012), “television as an
advertising media has good mass market coverage, low cost per exposure, combines sight,
sound, motion and appeals to the senses”.
RECOMMENDATIONS
The recommendations presented in this studies have taken into regard the findings and
interpretations of this study. Consideration has been given to the effect of branding on the
marketing performance of companies within the mobile phone industry.
Frequent training and education is required to effectively manage and maintain the company’s
brand to gain the maximum impact on marketing performance. Building and managing brands
require special skill and commitment. The company should focus not on immediate impact of
57
branding but long term. Also the study recommends that, the company should develop and
maintain creative brands that communicate phone specific features and benefits in a consistent
manner that goes a long way to differentiate the product from that of the competition.
Furthermore, the company should develop a committed approach to monitoring and evaluating
of all its branding activities to detect lapses in the systems to enable the company make
corrections which will in the long run improve upon its brands in the market.
Apparently social media in the modern times has become a vibrant platform for organizations
in creating awareness of their product and brands. It has therefore become very necessary for
employees of organizations to be on top of the usage and management of social media as a
competitive tool. The researcher therefore recommends that the company periodically train,
educate and empower employees in the effective use of social media to promote company
brand since Social media campaigns happen to be far cheaper as compared to TV and Events.
REFERENCES
Aaker, D. A. (1996). Managing brand equity: Capitalizing on the value of the brand name. New
York: The Free Press.
Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press
Abendoth, L. J. (2001), "Disentangling regret from expectancy-disconfirmation", Advances in
Advances in Consumer Research, Vol. 28, pp. 235-241.
Auty, R. (2001), "Being like or being liked: Identity vs. Approval in a social context",
Baltas, G. (1997), "Determinants of store brand choice: A behavioral analysis", Journal of
Bayraktar, E., Tatoglu, E., Turkyilmaz, A., Delen, D., & Zaim, S. (2012). Measuring the
efficiency of customer satisfaction and loyalty for mobile phone brands with DEA. Expert
Systems with Applications, 39(1), 99–106.
Chahal, H., & Bala, M. (2010). Confirmatory Study on Brand Equity and Brand Loyalty: A
Special Look at the Impact of Attitudinal and Behavioral Loyalty. The Journal of
Business Perspective, 14(1/2). http://dx.doi.org/10.1177/097226291001400101
Consumer Research, Vol. 28, pp. 371-372.
Dahlberg, T., Mallat, N., Ondrus, J. and Zmijewska, A. (2006) Mobile Payment Market and
Research – Past, Present and Future, Global Mobility Roundtable, Helsinki.
Dick, A. S.and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual
Framework. Journal of the Academy of Marketing Science, 22, 99-113. 49.
Doaei, H., Kazemi, M., & Hosseini Robat, S. M. (2011). Analyzing the influence of customers’
perception of marketing mix on brand equity: The case of Razavi nutritive products. New
Marketing Research Journal, 1(2), 93–104.
Driver, L. (1996), "What is loyalty in customer loyalty: The issues for the 90s", The Researcher,
Vol. 1, pp. 2-5.
East, R., Harris, P., Willson, G. and Hammond, K. (1995), "Correlates of first-brand Loyalty",
Journal of Marketing Management, Vol. 11 No. 5, pp. 487-497.
Fakhimi Azar, S., Akbari Vanehabad, M., & Rasouli, R. (2011). Investigating the impact of
marketing mix (4P) on increasing the sale of water heaters of Ghaynarkhazar Company.
Journal of Beyond Management, 4(16), 79–106.
Farquhar, P. H. (1989). Managing brand equity. Journal of Marketing Research, 1, 24-33.
Feltham, T. S. (1998). Leaving home: brand purchase influences on young adults. Journal of
consumer marketing, 15(4), 372-385.
58
Garavand, A., Nourayi, M., & Saee Arasi, I. (2010). The effect of marketing mix on purchasing
decision and customer satisfaction from producing cooperative companies of Kuhdasht
country. Science and Research Quarterly Journal of Cooperation and Agriculture, 21(3),
69–87.
Gilani Nia, S., & Mousavian, J. (2010). The effects of brand loyalty on bank’s brand equity
from the perspective of electronic card holders. Journal of Industrial Management Faculty
of Humanities, 5(14), 103–119.
Kapferer, J.N. (2004), Strategic brand management: over het eigenvermogen van merken
[about brand equity]. Academic Service, Schoonhoven.
Karbasi Var, A., Taheri Kia, F., & Band Pei, A. (2011). Investigating the relationship between
selected marketing mix and brand equity factors through Acker method in order to
increase market share in appliances industry: The case of Snowa Cmpany. Quarterly
Journal of Management, 8(24), 29–43.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand
equity (2nd ed.). NJ: Prentice Hall.
Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based
Brand Equity," Journal of Marketing, 57 (January) 1-22
Khodadad Hosseini, S., & Rezvani, M. (2009). Fuzzy marketing mix modeling: A case study
of automobile battery industry. Quarterly Iranian Journal of Trade Studies, 13(51), 241–
277.
Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts
and corporate image on brand equity in the IT software sector. Industrial Marketing
Management, 40(3), 424–438.
Lassar, W., Mittal, B., & Arun, S. (1995). Measuring consumer based brand equity. Journal of
Consumer Marketing, 12(4), 11-19. http://dx.doi.org/10.1108/07363769510095270
Lee, J. S., & Back, K. J. (2010). Reexamination of attendee-based brand equity. Tourism
Management, 31(3), 395–401.
Lee, J. S., & Back, K. J. (2010). Reexamination of attendee-based brand equity. Tourism
Management, 31(3), 395–401.
Lin, C., Wu, W.-Y. And Wang, Z.-F. (2000), "A study of market structure: Brand loyalty and
brand switching behaviors for durable household appliances", International Journal of
Market Research, Vol. 42 No. 3, pp. 277-300.
Low, J., & Bloisb, K. (2002). The evolution of generic brands in industrial markets: The
challenges to owners of brand equity. Industrial Marketing Management, 31(5), 385–
392.\
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer
satisfaction. Annals of Tourism Research, 38(3), 1009–1030.
Osman, H., Hemmington, N., & Bowie, D. (2009). A transactional approach to customer
loyalty in the hotel industry. International Journal of Contemporary Hospitality
Management, 21(3), 239–250.
Pride, W. M., & Ferrell, O. C. (2003). Marketing: Concepts and strategies. Boston, MA:
Houghton Mifflin Company.
Product and Brand Management, Vol. 6 No. 5, pp. 315-324.
Rousta, A., Davar, V., & Ebrahimi, A. (2004). Marketing management. Tehran, Iran: SAMT
Publications.
Rowley, J. (2007). The wisdom hierarchy: representations of the DIKW hierarchy. Journal of
information science, 33(2), 163-180.
59
Ryu, K., Han, H., & Kim. T. H. (2008). The relationships among overall quick-casual
restaurant image, perceived value, customer satisfaction, and behavioral intentions.
International Journal of Hospitality Management, 27(3), 459–469.
Saunders, M., Lewis, P., & Thombill, A. (2012). Research Methods for Business Students.
Harlow: Pearson Education Limited. U.K
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014).The impacts of electronic word of mouth
on brand equity in the context of social media. International Journal of Business and
Management, 9(8), 84-96.
Srinivasan, N., (1990) "Pre-purchase External Search Information," in Valarie A. Zeithaml
(ed), Review of Marketing Marketing Classics Press (AMA), 2011, pp 153-189
Srinivasan, V. (1979). Network Models for Estimating Brand-Specific Effects in Multi-
Attribute Marketing Models. Management Science, 25(1), 11-21.
http://dx.doi.org/10.1287/mnsc.25.1.11
Swan, J. E., Bowers, M. R., & Richardson, L. D. (1999). Customer trust in the salesperson: An
integrative review and meta-analysis of the empirical literature. Journal of business
research, 44(2), 93-107.
Torres, A., & Tribó, J. A. (2011). Customer satisfaction and brand equity. Journal of Business
Research, 64(10), 1089–1096.
Trong Tuan, L. (2012). Corporate social responsibility, leadership, and brand equity in
healthcare service. Social Responsibility Journal, 8(3), 347-362.
Underwood, R.L., Klein, N.M., & Burke, R.R. (2001). Packaging communication: attentional
effects of product imagery. Journal of Product & Brand Management, 10 (7), 403-422.
Vazir Zanjani, H., Motameni, A., & Mousavi Delaziani, H. (2010). Measuring customer
satisfaction from marketing mix elements of after sales services in heavy vehicles
industry (road-transport). Commercial Surveys, 40, 70–85.
Vazquez, R., Del Rio, A. B., & Iglesias, V. (2002). Consumer-based brand equity: development
and validation of a measurement instrument. Journal of Marketing Management, 18(1/2),
27-49. http://dx.doi.org/10.1362/0267257022775882
Veloutosou, C., Gioulistanis, E. and Moutinho, L. (2004), "Own label choice criteria and
perceived characteristics in greece and scotland: Factors influencing willingness to buy",
Journal of Product and Brand Management, Vol. 13 No. 4, pp. 228-241.
Yoo, B. (2008). Cross-national invariance of the effect of personal collectivistic orientation on
brand loyalty and equity: The United States versus South Korean consumers. Asia Pacific
Journal of Marketing & Logistics, 21(1), 41–57.
60
View publication stats

The Effectof Brandingonthe Marketing Performanceof Companiesinthe Mobile Phone Industry

Uploaded by

Copyright:

Available Formats

The Effectof Brandingonthe Marketing Performanceof Companiesinthe Mobile Phone Industry

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The Effectof Brandingonthe Marketing Performanceof Companiesinthe Mobile Phone Industry

Uploaded by

Copyright:

Available Formats

See discussions, stats, and author profiles for this publication at: https://www.researchgate.

THE EFFECT OF BRANDING ON THE MARKETING PERFORMANCE OF

Article · November 2018

Jewel Dela Novixoxo Samuel Darko

SEE PROFILE SEE PROFILE

The user has requested enhancement of the downloaded file.

Management, University College of Management Studies, Accra-Ghana. Email

Economics and Law, Wuhan 430072, China.

Management, University College of Management Studies, Accra-Ghana.

Conceptual Framework: Relationship between Concepts

Figure 2.5: Conceptual Framework of the study

Source: Authors own construction from literature, 2018

DATA PRESENTATION AND ANALYSIS

Section I: Demographic Characteristics of Respondents

Table 4.1 Demographic Characteristics of employees

Age Less than 20 yrs 5 10

Educational High School 12 12

Departments Marketing and Sales 17 34

Source: Field Survey (2018)

Section II: The challenges associated with branding at Techno Ghana.

Table 4.2 Lack of branding know-how

Table 4.3 Limited Finance

Table 4.4 Insufficient branding guidance for entrepreneurs

Table 4.5: Limited human resource

Table 4.6 Not fully aware of the importance of branding

Section III: The importance of branding in the marketing of Techno products.

Table 4.7: Impacts on the purchase decision

Table 4.8: Helps identify the source of the product

Table 4.9: Helps reduce perceived risk of the products

Table 4.10: Symbolizes the product quality

Table 4.11: Communicates features and benefits of the product

Table 4.12: Differentiates the product from others

Table 4.13: Provides legal protection for the product

Section IV: The branding strategies adapted by Techno Ghana.

Table 4.14: Means through which Branding is developed and maintained

Source: Field Survey (2018)

Table 4.15 Brand strategies pursued by the company

Table 4.16: Branding Campaigns undertaken by the company

Code Frequency Percentage (%)

Table 4.18 How the company enhances it Brand Image

Section V: Relationship between branding and performance of Techno products

Table 4.19: How branding affects marketing performance

Table 4.23: How has branding improved on communication with customers

Table 4.24: Effectiveness of Branding on overall marketing performance

What Are The Challenges Associated With Branding At Techno Ghana?

How important is branding in the marketing of Techno Products?

What are the branding strategies adapted by Techno Ghana?

View publication stats

You might also like