This study examines the relationship between branding and organisational performance among telecommunications companies in Uganda, using MTN Uganda as a case study. Branding has increasingly become a strategic tool through which telecommunication firms differentiate themselves in a highly competitive and commoditized market. The study was guided by three objectives: to assess the brand elements applied by MTN Uganda, to examine the levels of organisational performance at MTN Uganda, and to establish the relationship between branding and organisational performance. A cross-sectional survey design combining quantitative and qualitative approaches is recommended, targeting employees and customers of MTN Uganda. Data would be analysed using descriptive statistics, Pearson correlation, and multiple regression analysis. The results section of this report presents an illustrative template using simulated placeholder data clearly labelled as such showing how descriptive, correlation, and regression tables should be constructed and interpreted once real field data is collected. The study is expected to establish that strong branding (brand awareness, brand image, brand loyalty, and brand equity) is positively associated with organisational performance indicators such as customer retention, revenue growth, and market share. The report concludes with recommendations for telecommunications firms on strengthening brand strategy to enhance performance. Key Words: Branding, Brand Equity, Brand Image, Brand Loyalty, Organisational Performance, Telecommunications, MTN Uganda 1.0 Introduction 1.1 Background to the Study Branding has evolved from a peripheral marketing activity into a central strategic asset that shapes how firms compete, communicate value, and build long-term relationships with customers(Kazaara & Kazaara, 2023). In the global telecommunications sector, where products and services are largely homogeneous voice, data, and mobile money