Branding As A Marketing Tool In Sales Performance: The Case Of Nigerian Breweries Plc

BRANDING AS A MARKETING TOOL IN SALES PERFORMANCE:THE CASE OF NIGERIAN BREWERIES PLCABSTRACT This study was carried out to ascertain consumer perception towards leading brands of beverage produced by the Nigerian Breweries Plc and how branding can be used by brewers as a marketing tool to increase or boost its sales. I employed a combination of tabulations and weightings to arrive and consumer ratings of brands. The result showed that taste and flavour emerged as the most important attribute to respondents in the research sample. This was followed by alcoholic content, price and aroma/smell in…