RELATIONSHIP BETWEEN BRAND EQUITY AND MARKETING PERFORMANCE OF UGANDA BREWERIES LIMITED

Abstract

The study used the case study of Uganda Breweries Limited (UBL) to find out the influence of brand equity on the marketing performance of Uganda Breweries Limited. The research objectives were: to examine the relationship between brand awareness and performance of Uganda Breweries Limited; to find out the role brand associations play in enhancing Uganda Breweries Limited’s Marketing Performance and to assess the effect of brand loyalty on Marketing Performance. A cross-sectional survey research design was used as the major research design for the study. Data was collected using questionnaires and interview guides from a sampled size of 196 respondents out of a target population of 295 individuals. This was complemented by the use of a correlation research design to find out the existence and nature of the relationships between the brand equity dimensions of awareness, associations and loyalty and the Marketing Performance of Uganda Breweries Limited as well as the contribution of each dimension on the company’s marketing performance using regression analysis. The study revealed a positive relationship between brand awareness, brand associations and brand loyalty with Marketing Performance arising out of brand equity. The study concluded that an increase in brand awareness, associations and loyalty would improve the Marketing Performance of Uganda Breweries Limited. The study, hence recommended that management of UBL needed to continuously improve on their brand equity dimensions of brand awareness, associations and loyalty of their customers to realize better Marketing Performance in view of sales, profitability and market share.