Effect of Branding as a Tools for Increasing Sales Value on Organizational Performance (a Case of Nestle Food Nigeria Plc, Lagos State, Nigeria)

The study was concerned with the effects of branding as a tool for increasing sales value on Organizational performance in Nestle Food Nigeria Plc, Lagos State. The main objectives of the Study was to identify method of marketing branded  products in Nestle food Nigeria, determine  the different styles of branding used  in Nestle food Nigeria Plc, examine the effects of branding on the increase in sales and value of Nestle foods Nigeria Plc, and Investigate how branding differentiates Nestle food Nigeria Plc, from it's competitors in Lagos State Nigeria .The research design adopted a descriptive research design of a survey type. The population of the study comprised 250 employees from Nestle Food Nigeria Plc, located in Lagos. A sample size of 154 was determined using the Taro Yamane formula, out of which 130 responded to the online survey questionnaire. Four research questions used to guide the study and four hypothesis were formulated and tested at 0.05 level of significance. The reliability of the instrument was established through a pilot study, with a reliability coefficient of 0.86.which implies that the instrument was reliable to collect necessary data for the study. The data collected were analyzed using both descriptive statistics such as mean, standard deviation and inferential statistics multiple regression analysis. The findings revealed that marketing branded products (MBP) has a positive and significant impact on organization performance sales value, which may be due to its ability to attract customer attention and build recognition. Findings of the Study showed that there is a significant effect in the effectiveness of various branding styles used by Nestle Food Nigeria Plc, Lagos State. Style of branding (SB) has a significant effect on sales volume because it creates a distinct market position and competitive edge. The findings revealed that there is a significant positive effect of branding on sales volume and value of Nestle Food Nigeria Plc, Lagos State. and finally, the study find that branding significantly differentiates Nestle Food Nigeria Plc, Lagos State from its competitors. The study concluded that branding significantly improves sales volume and value, differentiates Nestle Food Nigeria Plc from competitors, and enhances customer loyalty and retention. The study recommends that management should continue to invest in and refine their branding strategies, focus on building deeper connections with customers, regularly assess market trends, and emphasize the unique qualities of its products through branding.