IMPACT OF BRAND EQUITY ON ORGANIZATIONAL PROFITABILITY

Abstract

The study examines the impact of brand equity in improving profitability of businesses. Data for the study was collected from primary sources. A sample of 233 was used for the study, out of the total populations of 4,664. However only 216 copies of questionnaire were correctly filled and returned for analysis. Tables and percentage were used to present the data, the hypothesis was tested using multiple regression analysis, with the aid of SPSS. The result revealed that brand equity enhances profitability in business enterprises. Though quality is an important factor that guarantees repeated purchase by consumers, price is also considered as being of equal significance, because consumers are always interested in getting value for what they purchase with their money. The study recommended that management should ensure that good branding strategies should be adopted to enhance profitability and sales volume.