Impact of Branding on Customer Loyalty: The Case of Small and Medium Enterprises in Selected Barangays in Lucena City

The study took place in five different barangays in Lucena City, Philippines: Barangay 3, Barangay 5, Gulang-Gulang, Ibabang Iyam, and Ilayang Iyam. The researchers have chosen these areas because a barangay is an integral part of society, and having them as respondents would be advantageous because they are also a common source of purchasing power for products and services. They are the proper clasification to ask in terms of their purchasing preferences because they are the primary source. They are excluded because of the low number of small and medium-sized businesses in the ostracized barangays. Researchers chose these barangays because these locations are most commonly bought, especially in the downtown are of Lucena City, and the respondents usally pass by that specific area. These barangays are convenient for the citizens because they are close to their respective areas in Lucena City. We have used both descriptive and inferential analysis as out statistical method. Questions about the extent of practice on branding strategies and the level of customer loyalty bought about strategies include the Brand Purpose, Target Audience, Awareness, and Brand Personality to determine how brands will enhance and improve their brand to maintain customer loyalty. Included questions are also about the significant relationship between branding strategies and customer loyalty. These factors will determine the impact of branding on customer loyalty in the case of SMEs in selected barangays in Lucena City when grouped according to the background characteristics of the respondents.