EFFECT OF CORPORATE BRANDING ON ORGANIZATIONAL PERFORMANCE IN OGUN-STATE

The emergence of brands can be traced back to the end of the 19th century. More than just a name, symbol, or tagline, a brand encompasses a set of associations and expectations that consumers form in relation to a company or product. The study examined the impact of corporate branding on organizational performance in Ogun state. The objectives of the study are to determine the influence of brand awareness, brand positioning and brand association on the organizational performance. A descriptive research design was employed, and a target population of 100 respondents was used, from which a sample size of 80 was chosen using Yaro Yamane formula regression statistical analysis was used to test the formulated hypotheses. The study's findings revealed that there is significant influence of brand awareness on the organizational performance of sterling bank Plc. This indicates that as customers become more familiar with and recognize the Sterling Bank brand, the bank experiences improvements in key performance metrics such as customer acquisition, retention, and overall market competitiveness. Furthermore, the study’s findings revealed that here is significant influence of brand positioning on organizational performance of sterling bank Plc. This indicate a significant influence of brand positioning on the organizational performance of Sterling Bank Plc. The study recommend sterling Bank should invest more in brand awareness campaigns across digital and traditional platforms to strengthen customer recognition and trust. Keywords: Corporate Branding, Organizational Performance, Profitability, Revenue Growth, Customer Retention