The Role of Branding in Start-Up Companies in Ghana

The main objective of the study was to investigate the role of branding in start-up companies in Ghana. Specifically, the study sought to;

1. To assess the factors that lead to successful branding at Meqasa Ghana Limited.
2. Identify the relationship between branding and performance.
3. To determine the relationship between company branding and customer acquisition and retention.

The study adopted a descriptive study approach. The target population of this study comprised employees of Meqasa Ghana Limited. Two senior level employees were sampled out for the study. Within the frame of the non-probability sampling, a purposive sampling was used. An interview guide was used as the data collection instrument.