Abstract:
In recent times, firms have been using the branding concept as a competitive
advantage among their rivals. The awareness of brand is the willingness of
consumers to identify and consider a brand. It creates a link between the buyer and
the product brand. Meanwhile, numerous literatures have been conducted to portray
the impact of branding strategy on the performance of the organization universally.
However, this study concentrated on the telecommunication sector where the
questionnaire was distributed to their customers and 420 questionnaires were filled
and returned for the analytical purpose from the two selected telecommunication
companies (MTN & Glo). The study found that the strategies of brand equity
(brand awareness, brand loyalty, purchase intention and brand association) are
similar between the two telecommunication rivals (MTN and Globacom). It was
also revealed that the users of MTN are very satisfied with the services received
and Globacom users are very satisfied with the network services.
