The effect of brand development on the organizational performance of manufacturing firms: case study Sugar Corporation of Uganda Limited

Abstract

The study examined the effect of brand development process on the performance of manufacturing organizations; with a case study of Sugar Corporation of Uganda Ltd. It was guided by three research objectives which were; the effect of brand positioning on organizational performance, effect of communicating the brand message on organizational performance and, the effect of delivering brand performance on organizational performance. The study used a cross sectional survey design with both qualitative and quantitative results. Data was collected using questionnaires and interviews. The study was carried out at Sugar Corporation of Uganda Ltd from a population of 80 employees in sales and marketing, finance and audit. The researcher believed that this category of people was knowledgeable enough about his area of study and was able to avail him with the necessary data about the study. Purposive sampling was used to select staff in finance and audit whereas simple random sampling was used to select sales and marketing staff as respondents. Data analysis involved use of frequencies, percentages, mean, correlations and regressions to show the magnitude of effect the independent variables have on the dependent variable. The Study findings revealed that; there is a significant statistical positive relationship between brand positioning and organizational performance (r=.402**; p<0.01), a significant statistical positive relationship between communiacting the brand message and organizational performance (r=.643**; p<0.01), and a positive weak significant relationship between delivering brand performance and Organisation performance (r=0.195**; p<0.001). Since all the dimensions of brand development process (position of the brand, communiacting the brand message as weel as delivering brand performance) showed a positive and significant relationship with organizational performance, the study therefore concludes that brand development process has a positive and significant relationship on organizational performance. SCOUL should therefore ensure that there is constant availability of the products, improve its distribution strategy and involve itself in community events since they keep the brand familiar to the public; thus improving its performance