The Impact of Product Branding on the Sales Performance of a Company

The main objective of the study is to investigate the impact of product branding on the sales performance of a company; using Aquafresh Limited (Kalyppo) as case study. Specifically, the study will examine;

• The relationship between branding and sales performance.
• The theories behind branding and how those theories influence sales of Kalyppo.
• The impact of good product branding on Aquafresh Limited (Kalyppo).

The study adopted a quantitative design approach. Quantitative research designs are used when researcher seeks to conduct statistical analysis, use lots of subjects, or strive for accuracy and to generalize. This was necessary because the descriptive research design provide the opportunity for thorough interpretation and explanation of the constructs for this study. The study used the simple random sampling method to select its respondents from the finite population of 30. Questionnaires were used as the data collection instrument. The Statistical Package for Social Sciences (SPSS.v.16.0) was used in the analysis of data.