International Journal of Academic Accounting, Finance & Management Research (IJAAFMR)   Year: 2022 | Volume: 6 | Issue: 7 | Page No.: 45-59 Strategic Marketing Practices and Brand Performance of Selected Firms in the Nigerian Manufacturing Industry Download PDF EDEME, Nelson Chidi Abstract: The study examined strategic marketing practices and brand performance of selected firms in the Nigerian manufacturing industry located in Delta, Anambra and Edo State. The objectives of the study are to examine the effect of product positioning strategy on brand performance and determine the impact of cost leadership strategy on brand performance. Primary data was sourced through the administration of structured questionnaire to the customers of selected firms (respondents), while secondary data was gotten through the review of related literature. The study adopted cross sectional survey research design method, which aid the researcher to collect quantitative data used to address the relationship between the dependent and independent variable. A total of 217 copies of questionnaire was administered adopting random sampling techniques, and 201 copies were properly filled and returned with was used for the study analysis. Data collected were analyzed using the pearson's correlation co-efficient and hypothesis were tested using multiple regression. The findings revealed that there is a significant effect on strategic marketing variables (product positioning strategy has significant effect on brand performance (0.019<0.05) and cost leadership strategy has significant effect on brand performance (0.024<0.05).The study concluded that strategic marketing measures are key indicators to enhance brand performance. It is recommended that firms and marketing managers should develop strategic choices that will ensure there is a proper strategic marketing plan entailing proper brand communication processes.