Please Wait! Your file will start to download within 10 seconds automatically. Otherwise click here Download

The Impact of Advertising of Brand Equity, Nutriplus Beverage, On the Performance of the Manufacturing Company.


Jaravaza Divaries Cosmas , Maluleke Nomuhle , Magonde Simbarashe ,

Download Full PDF Pages: 13-20 | Views: 358 | Downloads: 115 | DOI: 10.5281/zenodo.3457659

Volume 3 - August 2014 (08)


The research explored the impact of advertising of brand equity, Nutriplus beverage, on the performance of the manufacturing company in Manicaland Province in Zimbabwe from 2007-2012.The ultimate drive was to establish if advertising could improve brand equity, Nutriplus beverage, using the advantages of the relationship between advertising and branding, to the benefit of the manufacturing company. In this study, five top managers, five supervisors and a hundred customers were used as research subjects. The descriptive survey, using quantitative and qualitative methods, was used as research methodology. The following tools were used to solicit data: questionnaire, interview and observation. The study was prompted by stiff competition among beverages. Major findings were that Nutriplus was not well positioned in customers’ minds and there was a relationship between advertising and branding from a customers’ persipective.The company should incorporate deliberate strategies to promote Nutriplus brand equity and employees should be trained in this regard. Further research on brand equity enhancing strategies and its measurement are recommended


Brand equity, Advertising, Beverage, Branding, Positioning, Customer.


  1. Aaker, D.A. (1991). What is Brand Equity? Managing Brand Equity: Capitalising on the Value of a Brand. Nero York, N.Y: the Free Press.
  2. Barker, M. J. (1996). Marketing, An Introductory Text, Macmillan Press Ltd, London.
  3. Belch, A. M. and Belch, G.E (1993). Introduction to Advertising and Promotion, 2nd Edition, Irwin, Australia.
  4. Borg, W.R. and Gall, M.D. (1983). Education Research, Longman, New York.
  5. Cateora, R.P. (1996). 9th Edition: International Marketing: Richard D. Irwin, a Times Mirror Higher Education Group.
  6. Cohen, L and Manion, M (1984). Research Methods in Education, Longman London.
  7. Doyle, C. (2011). Dictionary of Marketing, Oxford University Press Inc. New York.
  8. Drucker, P. (1998), “The Coming of the New Organisation” in Havard Business Review on Knowledge Management, Havard Business School Press, Boston.
  9. Duplessis, F. Jooste, C, Stydom J, (2001), Applied Strategic Marketing, Heinemann Publishers.
  10. Jonathan, Law (2009) Oxford Dictionary of Business and Management, Oxford University Press, U.K.
  11. Katsande, D.K and Kuveya, T. (2006). Selling and Sales Management, Z.O.U, Harare.
  12. Keller, K.L. (1993). “Conceptualising, Measuring and Managing Customer- Based Brand Equity.”, Journal of Marketing, Vol 57, January.
  13. Kotler and Armstrong (1994). 6TH Edition, Principles of Marketing, Prentice Hall Inc. New Jersey.
  14. Kuveya, T. (2004), Public Relations and Customer Care, Z.O.U, Harare.
  15. McCarthy, E.J. AND Perreault, W.D. (1990), Basic Marketing, A Managerial Approach, Library of Congress, U.S.A.
  16. Mercer, D. (1992). Marketing, Blackwell Publishers, Oxford, UK.
  17. Murombedzi, C. J (2001), Marketing Management, Zimbabwe Open University, Harare.
  18. Shimp, T.A (2003). Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, Library of Congress.

Cite this Article: