AN ASSESSMENT OF BRANDING PRACTICE IN THE CASE OF St. GEORGE BEER FACTORY

Abstract

The study was conducted in St. George Beer Factory, Mixico Addis Ababa, Ethiopia from February 19, 2014 to May 19 to assess the practice of branding in the company. Descriptive type of the study method was used, through collection of data by non- probability sampling from the customers of the company. A total of 188 customers and a marketing manager of the company were involved in the study as a respondent. From the total of 188 respondents, 114(61%) of them rated company’s effort to create brand awareness of St. George beer to the public as it is low, 71(38%) of the respondents rated as moderate for the equation How good is the brand design of St. George compared to competitors. 101(54%) convinced that St. George’s brand is unique among other beer brands as negative. Among the 188 customer respondents, 102(54%) of respondents believed that the name St. George have the power to capture customers preference. Finally, those 113(60%) respondents out of the total population did not conceder themselves as the company’s loyal customers. As the result indicated that the practice of branding in St. George Beer factory is in a good condition even if there are some problems in the department of the marketing management on their branding strategy. Therefore, series decision is required toobserve and identify those problems and appropriate measures should be taken to reduce the riskand uncertainty which can be occurred in these reasons.