THE INFLUENCE OF BRANDING ON SALES PERFORMANCE
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THE INFLUENCE OF BRANDING ON SALES PERFORMANCE
This study explores the influence of branding on sales performance. Objectives include: (1) assessing the impact of strong branding on sales, (2) analyzing customer perceptions of brand value, and (3) identifying key elements of successful branding. A survey design is employed to gather data from a large number of respondents. Using Taro Yamane's formula, the sample size is 320, ensuring comprehensive coverage. The study is conducted in the FMCG sector in Ogun, Nigeria. The reliability coefficient score is 0.86, indicating reliable results. Findings demonstrate that strong branding significantly boosts sales performance, with brand recognition and loyalty being key drivers. Recommendations include investing in consistent branding efforts and regularly evaluating brand performance to ensure alignment with customer expectations.
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