Branding according to empirical literature is the creation of three dimensional characters of a product.
It is further described in terms of name, packaging, colours and symbols that help to differentiate the
products from its rivals. And also helps the customer to develop a relationship with the product. The practice of product branding is very crucial in determining the degree of sales performance of
business organisations. The purpose of this study is to find out the benefits of product branding and
the impact on sales performance of manufacturing firms. This study adopts both secondary and
primary sources of data collection to gather information. The primary source of data was collected
through survey method with the use of structured questionnaires. The questionnaires were directed to 150 respondents who are members of staff of a Coca-cola Company plant located in Lagos, Nigeria as well as consumers of a particular Coca-cola brand. Secondary data was gathered from journals,conference articles, internet sources, textbooks and unpublished works
