Effect of Brand Management on Performance Fast Moving Consumer Goods: A Study of AJE Group of Companies

Abstract

In today’s highly competitive and dynamic business environment, brand management has emerged as a cornerstone for organizational success, influencing critical performance metrics such as revenue growth, customer satisfaction, and operational efficiency. This study examined brand management and performance of Aje Group. The study adopted a mixed descriptive-explanatory research design in which Stratified Sampling were used to obtain data from the respondents with the questionnaire administered to the employees of Aje Group, with a population of 1850. Stratified Sampling and Simple random Sampling was used in each stratum while sample size (329) was used with 20% margin of safety was added to the sample size. The data were analyzed using descriptive statistics and regression analysis at a 5% level of significance to test the formulated hypotheses in line with the objectives of the study. The findings revealed a statistically significant and positive relationship between brand awareness and revenue growth in Aje Group. The research concluded that brand awareness serves as a critical driver of revenue growth for Aje Group. The study recommended that Aje Group should continue to invest in strategic brand awareness initiatives such as digital marketing, social media engagement, product sampling, and community-based promotions. These strategies not only improve brand recall and recognition but also create top-of-mind awareness, which is essential for increasing customer acquisition and driving sustainable revenue growth. A continuous feedback mechanism should be embedded in these campaigns to monitor customer perception and brand visibility.