Submit your papersSubmit Now
For Enquiries: [email protected]
IIARD LogoIIARD

Impact of Product Branding on Organizational Profitability Among Selected Consumer Goods Manufacturing Company Lagos State

Makanjuola Lawrence Oladosu, Akinruwa Temitope Emmanuel

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

Keywords

Product brandingproduct positioningqualitybrand awarenessorganizational profitability

References

Adebayo O.K and Patel N. (2026). Product branding and organizational profitability in consumer goods manufacturing companies. International Journal of Business and Marketing Research, 14(2), 45–58. Adetunji , Raufu & Olaniyi (2017). Branding strategies and consumer purchasing behaviour in manufacturing organizations. Journal of Marketing and Consumer Studies, 9(3), 112–124. Al-Ageeli (2022). Product branding and competitive advantage in modern business organizations. Journal of Business Strategy and Development, 11(2), 76–89. Al-Hadad (2018). The influence of product branding on customer perception and business performance. International Review of Marketing Research, 7(4), 101–115. Anabila and Awunyo-Vitor (2021). Brand image, customer satisfaction and organizational performance. African Journal of Marketing Management, 13(2), 25–39. Bader & Raed (2019). Product branding and consumer purchase decisions. International Journal of Marketing Studies, 11(3), 64–78. Baurat (2020). Branding practices and profitability of consumer goods firms. Journal of Business and Economic Studies, 8(2), 55–69. Belesis, Mapouris, Andreas & Malliari, 2026. Strategic branding and profitability: Evidence from consumer-oriented businesses. Journal of Strategic Marketing and Management, 12(2), 88–103. Bethels, Donthu and Alavi (2021). Consumer responses to brand identity and product differentiation. Journal of Marketing Theory and Practice, 29(4), 456–471. Bhandarie et al (2020). Organizational profitability and strategic management practices. International Journal of Business Administration, 11(5), 72–86. Biljon & Rensburg 2011. Brand management and organizational competitiveness. African Journal of Business Management, 5(8), 321–334. Blair (2019). Building strong product brands in competitive markets. Journal of Brand Management Studies, 6(2), 44–59. Bossel and Gouskens (2019). Product branding and firm performance in consumer markets. International Journal of Business Research, 12(3), 90–105. Damori & Wilson (2016). Branding strategy and profitability in manufacturing organizations. International Journal of Business and Management, 11(6), 134–148. David A. Aaker (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press. Deepak Sangriya (2025). Product branding, brand equity and organizational profitability. Journal of Contemporary Marketing Research, 16(1), 55–70. Elsayed (2023). Brand strategy and business performance: An empirical assessment. Journal of Business Research and Development, 9(2), 84–99. Erkan, Gokerik & Aakgoz (2021). Digital branding and consumer behaviour in the modern marketplace. International Journal of Digital Marketing, 5(3), 117–132. Fakhreddin and Foroudi (2025). Unlocking Business Success: How Networking and Branding Capabilities Drive Performance Through Product Innovativeness. Strategic Change, 0, 1– 19. https://doi.org/10.1002/jsc.2644 Foroudi (2019). Influence of brand identity on organizational performance. Journal of Business Research, 98, 233–245. P-ISSN 2695-186X Hakiru Makino and Mihiro Kobayashi (2025). Branding innovation and consumer perceptions of product value. Asian Journal of Marketing Studies, 19(2), 74–89. Hsu, Fournier and Srinivasan (2022, published online 2021). Brand investments, customer relationships and firm performance. Journal of Marketing Research, 59(4), 721–738. Jingjing Zhao (2025). Consumer-based brand equity and organizational profitability. International Journal of Consumer Marketing, 18(1), 42–57. Joaquin Sanchez and Teresa Pintado (2024). Product branding and consumer decision-making in competitive markets. European Journal of Marketing Studies, 22(3), 118–134. Kapferer (2021). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page. Kelvin Lane Keller (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institute. Kuye (2009). Strategic management and organizational performance in developing economies. African Journal of Management, 4(3), 211–225. Lars Bergkrist & Charles R. Taylor (2022). Brand communication and consumer responses in changing markets. International Journal of Advertising Research, 42(4), 509–525. MacDonald and Sharp (2017). Brand awareness and consumer purchase decisions. Journal of Consumer Marketing, 34(6), 567–578. Mahotra & Bhatta Charya, (2022). Consumer perceptions, brand evaluation and purchase intention. Journal of Consumer Psychology and Marketing, 16(3), 188–204. Malhotra & Bhattacharyya (2022). Branding, customer loyalty and organizational performance. Journal of Marketing Analytics, 10(4), 245–260. Nguyen et al (2025). Digital product branding and consumer engagement. International Journal of Digital Business, 9(1), 61–77. Segun Kehinde (2024). Brand management practices and profitability of consumer goods companies. Nigerian Journal of Business and Management, 15(2), 91–107. T. Tony Ke, Jiwoongsshin and Jungiu Yu (2023). Branding strategy and consumer choice in competitive product markets. Journal of Marketing Research and Innovation, 21(4), 310– 326. Victor jose cemo Rodriquez, Arta Antonorica and Dolores (2023). Corporate branding, product identity and organizational performance. International Journal of Corporate Marketing, 8(3), 145–161. Xie and boggs 2006. Corporate branding and organizational performance: A strategic perspective. Journal of Business Strategy, 27(4), 56–68. Yeboah, Duncan and Owusu (2018). Branding strategies and profitability of manufacturing firms. International Journal of Business and Management, 13(7), 102–116.

More Articles from IIARD INTERNATIONAL JOURNAL OF ECONOMICS AND BUSINESS MANAGEMENT

Impacts of Agricultural Interventions and Projects (2005-2025) on Agribusiness Participation and Income-Generating Ability of Farmers in Nigeria

Author: H. Sallawu, S. Adebonojo, E. A. Agboola, R. O. Akande, B. A. Kadiri, A. Abdullahi, R., A. Lasisi, F. Muhammed, O. R. Ogunbukola, S. A. Olanrewaju, M. A. Olatunde, S., Salam, A. O. Sanusi, J. C. Uwakwe, and J. N. Nmadu