ABSTRACT
The paper examined branding as a tool for increasing sales volume of a business
organization with a study of Cadbury Nigeria Plc, Lagos state. Brand could be
either name, sign, symbol or design that differentiate a product, service or
company from competitors for the customers to make purchase based on experience
, no wonder it is said to enhance sales volume of an organization. The research
is anchored on Individual Difference Theory. Also, questionnaire was used as a
data collection instrument for survey research method while 100 respondents
were drawn using purposive sampling method. That data collected were analyzed
and interpreted using descriptive statistics (frequency and percentage).
Findings show that, a popular brand name such as Cadbury particularly its
Bournvita has become an household name which is been used as a synonyms for all
tea or beverages in the market. It is recommended that, a good name worth more
than gold i.e a good brand name is a plus to the overall success of a business not
only on sale volume. Brand image is core to the public relations departments
and the entire firm, so the workers should imbibe the public relations
philosophy in all they are doing.
