The Effects Of Product Positioning On Company Performance. A Case Of Grain Marketing Board.

ABSTRACT The research was meant to assess the effects of product positioning on company performance. A case study of Grain Marketing Board Zimbabwe was used. The objectives of this study were to assess consumers brand association of the Silo products, to evaluate the impact of Silo brand communication on brand awareness and to assess if Silo brand identity matches consumer perceptions. Literature gaps were identified on the areas like the match between brand identity and consumer perceptions. There were very few scholars that did the reseach on this area. In this reseach, exploratory and desc…