THE INFLUENCE OF MARKETING POLICIES ON BRAND PERFORMANCE
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- NGN 3000
Abstract: THE INFLUENCE OF MARKETING POLICIES ON BRAND PERFORMANCE
This research aims to evaluate the influence of marketing policies on brand performance. Objectives include identifying effective marketing policies, assessing their impact on brand recognition and loyalty, and examining their role in driving sales growth. A survey design is chosen for its ability to capture a wide range of data from different market segments. The sample size, determined using Taro Yamane's formula, includes 360 participants, ensuring a 5% margin of error. The study focuses on the retail sector in Lagos, a key area for marketing activities. The reliability coefficient score for the survey is 0.88, indicating high reliability. Findings indicate that well-crafted marketing policies significantly enhance brand performance by improving recognition and customer loyalty. The study recommends that businesses should develop dynamic marketing strategies to adapt to changing consumer preferences and market conditions.
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