INTERNATIONAL BRANDING STRATEGIES OF GLOBAL FOOD PROCESSING COMPANIES AND THEIR APPLICABILITY TO SMEs IN KANO STATE, NIGERIA.

Abstract

This research analyzed essential worldwide branding techniques, including brand positioning, brand differentiation, and brand communication, and their relevance to SMEs in Kano State, Nigeria. A quantitative study approach was used, and structured questionnaires were sent to chosen food processing SMEs in Kano State, Nigeria. The obtained data were analyzed with descriptive statistics and multiple regression techniques. The study's findings indicate that all three previously stated branding tactics positively and significantly impact SME performance. Brand Differentiation appeared as the most significant predictor, following by Brand Positioning and Brand Communication. The regression model yielded an R-Squared value of 0.698, indicating that the three branding methods together account for 69.8% of the variance in the performance of food processing SMEs. These results underscore the significance of branding in improving competitiveness, client retention, loyalty, and overall company success in SMEs. The research suggests that SME managers need to see branding as an investment, use global digital platforms for enhanced exposure, and synchronize their branding with worldwide standards. Furthermore, authorities and entities like SMEDAN and WIPO need to enhance branding support initiatives to augment SME competitiveness and foster sustainable economic development in Nigeria.