EFFECT OF BRAND RECOGNITION MANAGEMENT ON CUSTOMER PATRONAGE IN NIGERIA

The study examined the effect of Brand Recognition Management on Customer Patronage in Nigeria. The specific objectives were to determine the effect of brand logo on the customer patronage and examine the effect of Brand orientation on the customer patronage in Nigeria. The data for the study was collected using a structured design questionnaire with five-point Likert scale. The filled-out questionnaires were collected, coded and then analyzed using tables, percentages and frequencies as well as mean. Regression analysis was performed on the data as a test for the hypotheses, which were tested at an alpha level of 0.05. The study concluded that Brand Recognition Management is a fundamental driver of business success within the Nigerian market, where the empirical findings both underscore visual identity and strategic organizational culture are indispensable for securing and maintaining customer patronage. The study recommended that manufacturing and service firms alike should invest in designing strong visual identities while simultaneously fostering a brand-centric culture. By doing so, they can leverage the full potential of their brand equity to maximize customer patronage and achieve sustainable competitive advantage