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Critical Factors Influencing Successful Start-Up Brands In Tanzania: Evidence From Mtwara-Mikindani Municipal

Volume 3 - Issue 12, December 2019 Edition
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Author(s)
Ansgar J Sakaya
Keywords
Successful start-up brands, Branding activities, Start-up brand
Abstract
Brand is a financial asset for any business that is looking for a great prosperity in today’s world. Despite this fact; most of businesses in start-up have drawn a slight consideration in finding out whether their brands are delivering their promise to customers. The aim of this study is to examine factors influencing successful start-up Brands at Mikindani Municipality. A survey design was adopted and a random sampling strategy was employed in selecting 270 business categories from a total population of 824 registered businesses. Structured questionnaires were used in data collection of which two hundred and seventy (270) questionnaires were returned and processed. Data were analyzed through descriptive statistics as well as Correlation and Regression analysis were also used to analyses the relationship between the variables. The result revealed that, the challenges of branding have a significant impact on Start-up brand success. Moreover, information flow, financial resources and branding strategy are the only factors that have positive influence on Start-ups brand success. Other factors like advertisement and social media channels have been negated by the study been influential factors in Start-ups brand success in this case. In addition, financial cost, Time factor and branding Information accessibility have been found to be the limiting factors to best branding activities. Furthermore, the research brought managerial recommendations; whereas people should highly make effort on acquiring knowledge on branding because as the world is evolving branding is the key feature for a successful start-ups brand and SMEs. Changing consumer perception towards Start-up brand, Take a strategic move of using IMC (Integrated Marketing Communication) as it is more effective and efficient promotion technique in communicating Start-up brand value. On the other side the government should loosen up some ends especially on issues concerned with tax to enable Start-up brand move on.
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