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Purpose: The purpose of the study was to establish the effect of branding as a competitive strategy in sales performance of Airtel Kenya. Methodology : This study employed descriptive survey design. The population of this study was drawn from 600 employees of Airtel Kenya. The sampling design of this study was random sampling. A random sample of 10% of the employees was taken. The sample size of the study was 60 employees. The particular random sampling technique was lottery method. The sampling frame was all the employees of the Airtel. This study utilized a questionnaire. Qualitative and quantitative methods of data analysis were used. The Data was analyzed using Descriptive and inferential statistics. Descriptive statistics used the mean and standard deviation while inferential analysis used of correlation and regression. Analysis was made with use of Statistical Package for Social Sciences (SPSS) and Ms Excel spreadsheets. Results: The study findings indicated that recognition & identity, customer loyalty, differentiation and quality image building affected sales performance. Unique contribution to theory, practice and policy : The study recommends all companies to view strategy of differentiation as a more important and distinct means to achieve competitive advantage than a low cost strategy.

EFFECT OF BRANDING AS A COMPETITIVE STRATEGY IN SALES PERFORMANCE OF AIRTEL KENYA