Exploring the dynamics of Umbrella Brand and House of Brand strategies on organizational performance : a comparative analysis

Manuscript type: Quantitative paper Research Aims: This study examines the impact of Umbrella Brand and House of Brand dimensions- brand awareness, customer trust, brand messaging, and brand decision-on organizational performance. Design/methodology/approach: Data were collected from 109 marketing managers and representatives of Coca-Cola in Ido, Lagos Mainland. The data were analyzed using descriptive and inferential statistics with IBM SPSS version 27. Research Findings: The results show that brand awareness significantly predicts organizational performance (F(1, 99) = 302.14, R² = 0.46, p < .05). Customer trust (F(1, 99) = 102.24, R² = 0.46), brand messaging (F(1, 99) = 88.15, R² = 0.38), and brand decision (F(1, 99) = 78.01, R² = 0.27) also have significant effects. An additional analysis confirmed brand decision as a strong predictor (F(1, 99) = 110.01, R² = 0.48, p < .05). Theoretical Contribution/Originality: This study adds to branding literature by empirically demonstrating how brand strategy dimensions influence organizational performance. Practitioner/Policy Implication: Firms are encouraged to strengthen branding strategy components- awareness, trust, messaging, and decision-making-to enhance performance outcomes. Research limitation/Implications: The study is limited to a single company and region. Broader studies are recommended to validate generalizability across industries and locations.