Influence of Branding on Customer Loyalty in Selected Table Water Manufacturing Companies in Benin City

This study investigates the influence of branding on customer loyalty in selected table water manufacturing companies in Benin City, Nigeria. The study examines the relationship between brand positioning, brand image, and brand name with customer loyalty. Data were collected from 368 respondents using a structured questionnaire. The findings reveal a significant positive relationship between brand positioning, brand image, and brand name with customer loyalty. Specifically, the study found that customers who perceive a brand to be effectively positioned, possess a positive brand image, and have a favorable perception of the brand name are more likely to exhibit higher levels of loyalty. The study concludes that effective branding strategies, encompassing strong brand positioning, a positive brand image, and a memorable brand name, are crucial for cultivating customer loyalty in the competitive table water industry. The findings provide valuable insights for table water manufacturers in Benin City to enhance their branding efforts, strengthen customer relationships, and achieve sustainable competitive advantage.