Impact Of Product Branding On Sales Performance In The Nigerian Brewery Industry

INTRODUCTION 1.1  BACKGROUND TO THE STUDYBrands and branding are by no means a new phenomenon, neither for academics nor the business world. It is possible to trace back the use of brands to the Stone Age, when hunters used weapons of specific “brands” to succeed in the hunt Almquist and Roberts: (1995). It was during the 16th century, however, that brands similar to those we see today have started to take shape. Some of the earliest-known brands were established by the English ceramist Josiah Wedgwood and the French fashion designer Rose Bertin Burke (1996); de Paola (1985). Since the 18th-ce…