BRANDING: A GLOBAL GROWTH STRATEGY
Date
2011-05-05
Authors
Pillay, Koogandhreen Cooppan
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Abstract
The objectives of this study were to investigate the branding
strategies of Sasol and its subsidiaries, as the organization
expanded internationally, and to make recommendations to Sasol
for improving their branding strategies.
The method of research used in this study was the case study
technique, as its unique strength is its ability to deal with a
full variety of evidence – documents, artefacts, interviews, and
observation. The population researched comprised senior business
leaders and executives from the different business units within
Sasol’s management team, as well as Sasol’s corporate strategy
department.
The sample size used in the research was 10. In depth interviews,
using a questionnaire, were conducted as the method of collecting
data.
The method that was used to analyse the data obtained from the
interviews was content analysis, which measures the semantic
content on the “what” aspect of a message.
(i)
The key findings were :
1. Brand equity provides value to Sasol by enhancing
efficiency and effectiveness of marketing programs, brand
loyalty, prices / margins, brand extensions, trade
leverage and competitive advantage.
2. Brand equity provides value to Sasol customers by
enhancing customers’ interpretation / processing of
information, confidence in the purchase decision and use
satisfaction.
3. Both product branding and corporate branding are of
strategic value to Sasol as they impact on productivity
through enhancing communication effectiveness. In this
way, both contribute to Sasol’s overall growth and
globalization success.
Recommendations were made for the company’s future branding
strategies
Description
MBA - WBS
Keywords
Branding, Marketing, Petrol companies, Sasol