| dc.description.abstract | Branding is a major factor in the performance of telecommunication companies therefore
companies should aim at creating strategies that can connect its customer with the company.
This report presents a study topic of Branding and Performance of Telecommunication
companies, branding being the independent variable, performance (dependent variable) and
Uganda Communications Commission the Moderating variable. The failure of a company to
build effective brand equity will actually lead to its failure in achieving the desired goals. Therefore
the purpose of the study is to find out the effect of branding on performance in
telecommunication companies MTN Uganda being the case study. The specific objectives of
the study; are the effects of brand logos, brand slogans/taglines and brand name/trade mark
on the performance of telecommunication companies respectively. Performance is measured
by profits, market share and the new products/services. The target population was 110
employees of MTN Uganda. The study used a case study research design and simple random
sampling techniques were applied. Data collected was mainly quantitative and qualitative in
nature and was appropriately analyzed using descriptive statistics and explanatory. The
descriptive statistical tools in SPSS enabled the researcher to analyze the data. The results
were presented in form of tables and pie chart formats. The results of the study were in
support with the topic and respondents were of a view that branding truly has a positive and
significant impact on the sales, product position in the market and also customer loyalty. The
study concluded that effective branding strategies were essential in the successful
performance of telecommunication companies and further recommended that brand managers
should aim at creating effective branding strategies and more research should be carried out
on how branding affects customer loyalty | en_US |
