Nexus Between Brand Focus Positioning and Market Performance of Insurance Firms in Kenya

Brand positioning strategy is a critical element in marketing, particularly for insurance firms seeking to enhance their market performance. In Kenya, the insurance sector faces intense competition from international firms and banc-assurance products offered by commercial banks, resulting in low market penetration, poor customer experiences, and high default rates. Many insurance firms struggle with under-positioning, over-positioning, or confused positioning, which creates a gap between customer expectations and actual experiences. This study sought to examine the relationship between brand focus positioning and the market performance of insurance firms in Kenya. The research was guided by Keller’s Expectancy Theory and adopted a mixed-method approach incorporating correlational and cross-sectional research designs. The study targeted 220 top-level managers tasked with implementing brand positioning strategies, and data were collected from the entire population using a census approach. Structured questionnaires were used for data collection, with expert validation ensuring content, face, and construct validity. The reliability of the research instrument was confirmed using Cronbach’s Alpha coefficient, with a threshold of 0.7 indicating acceptable reliability. Descriptive statistics such as means and standard deviations summarized the data, while simple linear regression analysis tested the hypothesized relationship. The results revealed a statistically significant and positive relationship between brand focus positioning and market performance (β = 0.266, p < 0.005). The study concluded that brand-focused positioning strategies significantly influence the market performance of insurance firms in Kenya. It recommends that insurance firms adopt effective brand positioning strategies that align with customer expectations to create competitive advantage and enhance performance in a competitive market environment.