Author(s) :

Theresia Thomas , Jaraj S. Kikula.

Volume/Issue :

Abstract :

The aim of the study is to examine the challenges facing branding development in Tanzania, A case of selected software companies in Dar es Salaam Region. The study population involved software operations Managers and Managing directors from the selected software companies and individuals who deal with software development in Dar es salaam Region. The study used convenience sampling technique to generate the sample size of 40 respondents who participated in this study. The research design used was a case study design and data collection techniques used were interview and questionnaires. In this study both qualitative and quantitative data analysis were used to analyze data. Where by thematic analysis technique was used to analyze qualitative data, and descriptive statistical technique was utilized for quantitative data using table in form of frequency and percentage. The findings of the study show that Software companies and Individuals who deal with software development had an ability to create brand Identity which is unique, clear, true and distinct from others. In addition, the study revealed that there is contribution of stakeholders’ collaboration in branding development of software product and the available resources are not effective for branding development of Software product. The study recommends that Software companies and Individuals dealing with software development should maintain and improve the ability of creating clear, unique, true and distinct brand identity for their product and collaboration with stakeholders.

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