| dc.description.abstract | This study considered advertising as the independent variable and organizational performance as
the dependent variable. The specific objectives of the study were; to find out the relationship
between branding and the performance of manufacturing organizations, To find out the
relationship between public relations and the performance of manufacturing organizations and to
find out the relationship between corporate sponsorship and the performance of manufacturing
organizations.
The study used a case study research design with quantitative and qualitative research techniques
using a total sample size of 87 respondents. Data was collected using self-administered
questionnaires and face to face interviews.
In conclusion, branding is one of the strategies used by organizations because it has a positive
impact on sales, increases on organizational profitability and improves on organizational growth.
Public relations are also embraced as a marketing strategy which enhances sales growth and
boosts company growth. Further, the study revealed that Corporate social responsibility as a
strategy used by organizations has improved profitability, growth has been, boosted and that it
has also positively impacted on sales.
Finally, it is recommended that the organization should make sure that quality is an essential
characteristic for every brand; because the perceived quality provides a fundamental reason for
the consumer to purchase. And it is also recommended that organizations should emphasize a
strong brand name.
A strong brand name is a winning track as customers choose a strong brand over an unknown
brand. It is also recommended that an organization should train and conduct capacity building
workshops educating their employees on how to promote a strong brand and the values of social
responsibility in the organization | en_US |
