BRAND REVITALIZATION STRATEGIES AND ORGANIZATION PERFORMANCE OF BROOKSIDE DAIRY LIMITED IN KENYA
Wambua Sarah - Master’s Student, Department of Business Administration, Kenyatta University, Kenya
Dr. Reuben Njuguna - Lecturer, Department of Business Administration, Kenyatta University, Kenya
ABSTRACT
Brand revitalization strategies are crucial for sustaining relevance in dynamic markets but often face challenges such as customer resistance, high implementation costs, employee adjustment difficulties, and intensified competition. In the dairy sector, fluctuating market conditions and rising competition from established and emerging brands weaken the effectiveness of revitalization initiatives. Against this backdrop, the present study sought to examine the effect of brand revitalization strategies on the organizational performance of Brookside Dairy Limited in Kenya. Specifically, the study investigated the influence of brand repositioning, customer-centric strategies, corporate branding, and product branding on performance. The study was guided by the Resource-Based View (RBV), Stakeholder Theory, Brand Identity Theory, and Agency Theory. A descriptive research design was adopted, targeting 145 management employees at Brookside Dairy Limited. Using the Yamane formula, a sample size of 106 participants was determined, and respondents were selected through stratified random sampling. Both primary and secondary data were collected. Primary data were obtained through structured questionnaires, while secondary data were sourced from internal company records, financial statements, industry reports, and scholarly publications. Data were analyzed through inferential statistical techniques. Multiple regression analysis was used to determine the relationship between brand revitalization strategies and organizational performance. Ethical research guidelines were followed throughout. The findings revealed a strong positive relationship (R = 0.836) between the independent variables; brand repositioning, customer-centric approaches, corporate branding, and product branding and organizational performance. The R² value of 0.699 indicated that 69.9% of performance variations were explained by these strategies. The model was statistically significant (p = 0.000), confirming the meaningful influence of revitalization initiatives. The study concluded that brand rejuvenation strategies collectively enhance performance at Brookside Dairy Limited. It emphasized that integrating strategic brand repositioning, strong customer engagement, corporate image strengthening, and product differentiation is essential for sustaining competitive advantage and improving overall organizational performance.