Impact of Product Branding on Organizational Profitability Among Selected Consumer Goods Manufacturing Company Lagos State
Abstract
The paper examined the impact of organizational branding on the profitability of consumer goods manufacturing firms in Lagos state. The objectives are to examine how brand positioning, brand design and product perceived quality contributed to enhancing profitability of selected consumer goods manufacturing firms. This study adopted a cross-sectional survey design to provide comprehensive understanding of the relationship between product branding strategy and organizational profitability. Data were systematically collected from 235 staffs drawn from lower and upper, middle and lower staff of the Nestle and Unilever Nigeria Plc. Valid responses were received and analyzed using descriptive statistics. Cronbach's Alpha reliability testing, Pearson correlation and Simple linear regression analysis, with an overall reliability coefficient of 0.911, confirming the internal consistency of the research instrument. Analysis of data provided robust evidence of the significant influence of product branding strategy on organizational profitability in Nestle and Unilever Nigeria Plc. The results showed that brand awareness has significant positive effect on net profit margin (R^2 = 0.375, \beta = 0.612, P < 0.001), while product positioning significantly enhanced total assets turnover (R^2 = 0.341, \beta = 0.558, P < 0.001). Perceived quality exerted the strongest influence, significantly improved return on equity (R^2 = 0.419, \beta = 0.647, P < 0.001). In contrast, brand design showed a weak, non-significantly have relationship with return on investment (R^2 = 0.017, \beta = -0.132, P = 0.059), suggesting that visual and aesthetic branding elements alone do not guarantee measurable financial return unless reinforced by strong brand awareness and quality perceptions. The study concluded that long established multinational brands with extensive product portfolio in Nigeria market derive tangible profitability benefits from their sustained investment in brand awareness campaigns, deliberate product positioning strategies and consistent delivery of perceived product quality. It is recommended that management should sustain and intensify investment in brand awareness and should be evaluated periodically to ensure continued alignment with profitability objectives. P-ISSN 2695-186X
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