The Influence of Branding Strategies on the Competitive Advantage of Fast Foods Restaurants in Kenya

Abstract

The objective of the study was to determine the factors that influence competitive advantage of fast-food restaurants (FFR) in Kenya. Specifically, the study determined how branding strategies influenced competitive advantage of these businesses. The target population of this study was Locally Owned Fast-food Restaurants in Nairobi County. Descriptive research was adopted where data was collected from the target population. An online-sourced list of 94 FFR in Nairobi County was used a convenient sample for the target population. A simple questionnaire was used to collect the data needed for the study. The data was then analysed using SPSS as statistical tool. The findings established that branding strategies had significant influence on competitive advantage of the fast-food restaurants. Therefore, the study concluded in order for locally owned fast-food restaurants to thrive, they should, prioritize and invest in building and maintaining branding strategies as this will influence their competitiveness. The study then recommends that FFRS need to build, grow and preserve a powerful brand identity as a top priority. They should invest in doing so in order to succeed in the very competitive environment. This should include ensuring that brand rules are followed consistently.