Assessing of product branding as a strategy for winning markets among the brewing firms in Tanzania.

This study assessed the product branding as a strategy of winning markets among brewing firms in Tanzania by using a case of Tanzania Breweries Limited (TBL). Specific objectives of this study included to assess the extent to which brand equity leads to competitive advantage; to identify how brand awareness leads to competitive advantage and to assess how brand image leads to competitive advantage among brewing firms in Tanzania. The study comprised a sample of 55 respondents who were selected through convenience and purposive sampling procedures. Data were analyzed both qualitatively and quantitatively. Statistical package was used for quantitative data analysis and generated frequency tables and charts. The study found out that the company started using brand as a corporate strategy in 1990s, product brand equity contributed TBL winning market, and available brands included Safari Lager, Kilimanjaro Premium Lager, Ndovu Special Malt, Eagle Lager, Balimi Lager, Castle Lager and Castle Lite. On the other hand, the study revealed that respondents lacked knowledge on brand image and competitive advantage in the company. The study found that a bit over half of respondents did not know creation of brand image uniqueness from other brewing company almost three quarters (72.7%) of respondents did not know contribution of brand in TBL marketing strategies. It implies that most of respondents excluding senior management and experts in marketing lacked information on brands of the company. The study recommends that the company should provide information on brands and competitive advantage for the company. TBL employees should be given education on how brand image assists the company in winning markets from other competing firms.