Research report presented to SBL, Unisa, Midrand. / The subject on the role of branding in delivering financial growth has been a
debate for most marketers and financial managers. This is because the
marketing subject by its nature is intangible and therefore difficult to measure.
This misunderstanding has resulted in many authors calling for marketing to be
accountable and focus on marketing investments that will deliver long term value
for the shareholders. This study explores the role of branding in the South African
FMCG industry and three main areas are explored namely whether marketing
strategies are focused on increasing sales or future business growth. The second
area is whether the inclusion of brand equity measures as part of the financial
company reports, will give them the focus that they deserve. Thirdly it explores
whether there is a link between brand building initiatives and financial measures.
A qualitative research method was used as it gave the researcher an in depth
understanding of the role of brand management within the FMCG industry and its
impact on financial measures. A total of fifteen employees were interviewed using
semi-structured interviews. The findings indicate that companies still focus on
measures that drive short term gains instead of long term growth and that brand
building activities are compromised by brand harming activities such as regular
price cutting. Future research to evaluate the impact of marketing activities that
drive short term sales on brand equity and subsequently shareholder value is
recommended.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/3749 |
| Date | 01 December 2009 |
| Creators | Fihla, Nokuthula |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Research Report |
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