INFLUENCE OF CORPORATE BRAND ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF MTN NIGERIA)

ABSTRACT Corporate Brand is becoming increasingly important as markets become more cutthroat. Because of the intense competition in the markets, the perceived values of various goods and services are likewise in direct competition with once another, The study examines the impact of corporate identity on organization performance, the objectives of the study were; To examine the influence of logo on organization performance, to assess the impact of colour on organization performance, to examine the impact of image on organization performance. MTN service consumers in Lagos State were chosen for the study. 4,850,000 subscribers of the MTN mobile service in Lagos State, Nigeria made up the study’s population, primary source was used to determine the sources of information through questionnaire, regression analysis was considered to determine the techniques of data analysis. The study revealed that logo,colour, and image contributed greatly to the level at which organization identity can be redeemed and contribute to the profitability of the organization. The study concluded that corporate image and organization performance by paying attention to elements including corporate brand identity, corporate communication, corporate identity, and corporate reputation ensure proper implementation of corporate image, organizations must be aware of the aspects of their image that require improvement and ensure that the necessary research is done. Organizations are starting to adjust to the use of corporate image as a strategy and instrument for improving organizational performance rather than just as a means of advertising.