| dc.description.abstract | The main purpose of the study was to assess role branding plays in the performance of a
manufacturing firm using Roofing Limited Uganda as the case study. The study was guided by
the following objectives: To assess the role company name branding plays in improving the
performance; to determine the role of individual branding in improving the performance of
Roofing’s limited Uganda and to identify the role of attitude branding in improving the
performance of Roofings limited Uganda. The study employed a research design which allowed
for qualitative and quantitative analysis of the administration staff with a sample of 53
respondents in a population size of 61. The study was carried on using a detailed literature
review thereby analyzing what various authors have written about the topic. This was done by
looking into different books. Data was collected using a self-administered questionnaire, and
face to face interviews. The study was conducted using 53 respondents including. The findings
revealed that a company’s name brand enhances a person’s beliefs about its products. It was also
revealed that the name brand enhances a person’s feelings towards its products, creates
awareness and also helps give its products Consistency in the Marketplace. Company name
brand also helps to extend to and boost the credibility of the products under it, extends trust in
high-quality of their products to support their marketability and also extends trust in durability of
their products to support their marketability. Additionally, individual brands facilitate the
positioning of each product, by allowing a firm to position its brands differently and also makes
it easier to launch an individual brand. Further, Attitude branding contributes to the firms
expression of its identity, build long term brand loyalty and improves trust of the customers.
Attitude branding was also seen to develop stronger customer relationships with the firm to
achieve sustainable share in the market. Finally, a number of recommendations were suggested
such as the organization should make sure that quality is an essential characteristic for every
brand; because the perceived quality provides fundamental reason for the consumer to purchase;
It is also recommended that they should emphasize the companies’ strong brand name is a
winning track as customers choose their brand over unknown brand | en_US |
