The Impact Of Branding On The Sales Of Consumer Goods In Abia State

ABSTRACT

During the last decade, retail businesses have realized the importance of creating a strong brand to be able to differentiate in a fierce market. However, having a strong brand is no longer enough to survive in the long run and gain a large customers base. Especially in the retail and bottled industry where many products fulfil the same need for the customer, making it important to adapt to changes in the market and stand out in the crowd. This has lead to the wide variety of brands that can be found an intensified competition. Therefore, the key factor for building a long-term relationship is through customer brand relationship. A literature review showed that the most important variables needed to build this relationship are brand experience, brand satisfaction and brand trust.