Investigating Tagline Impact on SME Brand Recognition in Selected Regions in Ghana

Abstract

This research is aimed at finding out how taglines can steer consumer recognition of brands existing in Ghana’s SME environment positively. Branding trends in advanced economies have been the focus of significant scholarly work; the nuanced factors affecting brand awareness within Ghana’s SME market have been less researched in relation to tagline impact. To collect data, a quantitative methodology using a structured questionnaire was used, to reach 231 respondents. Likert scale questions were utilized to measure how respondents perceive tagline properties and their effect on the recall of brands. The collected data was summarized using descriptive statistics and analysed further using inferential statistics in order to work out meaningful conclusions. Findings indicated a high positive relationship between memorable taglines and consumer brand awareness, which underlined their relevance. According to the respondents, taglines are important signals for identifying brands at point of sale, and help brand recall all along the buying journey. The results very much endorse the advice that Ghanaian SMEs should consider designing effective taglines as a critical strategic agenda. The paper concludes by considering the implications for both marketing practice and theory of these findings in terms of strategic implications and future research intentions.  The paper recommends that a comparative study on local to English language taglines may also bring into view delicate differences in favour of rural or urban Ghanaian audiences, so that branding can be culturally accommodated.