Assessment Of Brand Management Practices at Uganda Baati Limited.
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Date
2025-12-12
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Makerere University Business School
Abstract
This study assessed brand management practices at Uganda Baati Ltd., focusing on existing practices, challenges, and strategies for improvement, using the Customer-Based Brand Equity (CBBE) framework and a quantitative cross-sectional design. A sample of 118 respondents was drawn from a population of 161, guided by Krejcie and Morgan (1970), using simple random and purposive sampling. Data were analyzed in SPSS 23, with validity and reliability confirmed via content validity index and Cronbach’s alpha. Results revealed strong brand management practices, with the company’s logo (mean = 4.60, SD = 0.629), brand colors (mean = 4.47, SD = 0.748), and product packaging (mean = 4.41, SD = 0.870) rated highly, indicating a strong visual identity. Brand positioning (mean = 4.57, SD = 0.790), consistent messaging (mean = 4.21, SD = 0.977), product quality and innovation (mean = 4.64, SD = 0.592), CRM systems (mean = 4.53, SD = 0.700), strategic collaborations (mean = 4.55, SD = 0.769), and employee engagement (mean = 4.42, SD = 0.820) further demonstrate effective brand management. Key challenges included inflation (mean = 4.75, SD = 0.492), regulatory constraints (mean = 4.56, SD = 0.593), high branding costs, organizational culture, and infrastructural limitations. Strategies strongly supported by respondents included understanding target markets (mean = 4.41, SD = 0.908), ongoing market research (mean = 4.64, SD = 0.481), cultural customization (mean = 4.68, SD = 0.568), unique value proposition development (mean = 4.36, SD = 0.802), consistent brand communication (mean = 4.78, SD = 0.416), strong distribution partnerships (mean = 4.66, SD = 0.510), product quality improvement (mean = 4.67, SD = 0.628), marketing campaigns (mean = 4.63, SD = 0.714), innovation adoption (mean = 4.41, SD = 0.840), responsive and personalized customer service (mean = 4.58, SD = 0.684), staff training (mean = 4.41, SD = 0.776), and continuous brand monitoring (mean = 4.69, SD = 0.550). Overall, the study highlights that strategic brand management practices significantly enhance Uganda Baati Ltd.’s brand equity and competitive advantage, emphasizing the importance of innovation, employee engagement, customer-centric programs, and consistent brand communication.
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This is a master's thesis.
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Citation
Nadiope, V. (2025). Assessment Of Brand Management Practices at Uganda Baati Limited. (Unpublished master's dissertation). Makerere University Business School, Kampala, Uganda.