Assessing the Effects of Branding on Organizational Performance in the Telecommunication Industry in Ghana

Abstract

Branding plays a very important role in the success of organizations. Branding helps maintain customers, attracts new customers, and puts the organization on a different level in the minds of customers in the face of competition. The telecommunication industry is one of the most competitive markets in which the leader of the market must continually innovate and brand itself to distinguished from competitors. It was found that branding has a direct influence on the attainment of organizational goals as well as give telecommunication networks a competitive advantage over their contemporaries. When the market is competitive, branding will be the defining element. Telecommunications networks must therefore take branding seriously if they want to standout in the market, become competitive and profitable.