Effective brand leveraging strategies: a case study of Kenya Breweries Ltd

Abstract

The study sought to investigate the effect of brand leveraging strategies and a case study of Kenya Breweries Ltd was done. It was carried out between October 2002 and December 2002. The sampling frame comprised brand managers of Kenya Breweries limited. Many companies do not recognize the importance of brand leveraging strategies. For the companies that adopt these strategies, some do not know the impact of the strategies both positively as well as negatively. The researcher had a quest to identify if KBL adopts these strategies. The following objectives were investigated. • Brand-leveraging strategies used for effective brand reinforcement and revitalization in the beer industry in Kenya. • Identifying and categorizing the range of brand extensions. • Identifying key issues to these types of strategies: benefit, risks and so lutions Both primary and secondary data was used. The data was analyzed descriptive statistics and frequencies and percentages were used. It was deduced from the study that KBL some of the leveraging strategies. The company uses the following strategies: • Brand extensions • Pruning • Positioning • Co-branding It also found that in brand extension the company adopts line extension.