Brand Attainment:A Strategic Management Level or General Employee Pre-Eminence in Zimbabwe Tourism Sector

The study was based on finding the most dominant custodians of brand supremacy between strategic level managers and general employees in Zimbabwe tourism branding progression. The study used a mixed sequential qualitative to quantitative research design. In-depth interviews were used to establish success branding determinants as perceived by experts and senior level managers in consultancy and brand management practitioners. Questionnaire distribution was used to get responses on the relationship between brand attainment determinants to both strategic and general level management effort. The results of the study revealed general employees are the foremost curators of brand success in the Zimbabwe tourism sector. This has been attributed to their direct relationship with the customers and other stakeholders whom they deal with in their day to day activities. The research recommended that general level employees should be consulted in strategic brand formulation issues. Also there should be clear two-way lines of communication between the strategic level managers and their low level operators. Senior managers should ensure that welfare and motivation of low level employees are taken care of so as to encourage their constructive participation in the branding process.