Branding and the performance of telecommunications companies: Case study MTN Uganda

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