ABSTRACT. This research is done to investigate the impact that the brand has on the performance of an organization, by such analysis the management of an organization will really be forced to try and check whether their brand is performing better than the competitors. The research is divided into five chapters and this proposal has three chapters thus, the introduction and background of the study, chapter two with the literature review and some of the literature discussion as presented by the researcher. The last chapter of this research proposal has the research methodology which entails how the data is going to be collected, presented and analyzed thereafter paving the way to chapters four and five.
