The impact of corporate branding on company performance: a case study of Olivine industries

Abstract

The research looked at the impact of Corporate Branding on company performance, a case of Olivine Industries Zimbabwe. The study focused on corporate branding in terms of brand name, promise, association and personality and assessed their impact against company measures of market share, customer acquisition, repeat purchase and profitability. The study was guided by four major objectives namely (1)Past research had focused more on financial measures of company performance so the researcher incorporated non-financial measures and applied to an African context particularly a Zimbabwean economy existing in a highly strained macroeconomic environment. An explanatory research design was used together with structured questionnaires administered to 100 customers at 2 outlets for the company’s major distributors and 6 distribution and sales managers. The study found that the corporate brand of a company can raise the performance of individual brands to the level of the company performance in the market. The research also noted individual brands can outperform a corporate brand. The study recommends the usage of corporate branding on low performance products and maintains the high performance product brands as part of the company brand mix