The Role of Public Relations in Building Brand Equity: A Study of Ernest Chemist Limited.

Abstract

This study sought to find out the role of public relations in building brand equity and Ernest Chemist Limited (ECL), a Ghanaian pharmaceutical company was used for the study. The study employed the use of a quantitative research approach by making use of statistics and inferences from data collected. The study made use of non-probability sampling method, the researcher purposively selected the sample frame and the respondents were conveniently sampled. Structured questionnaires were used. The target population was limited to customers of Ernest Chemist Limited. The results revealed that a greater percentage of respondents perceived the PR strategies employed by Ernest Chemist Limited to be effective; the study also discovered that the variable of study: Public relation (PR), has positive and significant association with brand equity. Ernest Chemist Ghana Limited must strengthen its relationship in terms of consumer brand equity and the variable: PR, in order to be in the forefront so long as competitive marketing business is concerned. Good PR will also help Ernest Chemist Ghana Limited products to stand out in terms of uniqueness to customers. Ernest Chemist Ghana Limited must also intensify its PR strategies which enable customers form loyal associations with the company and its products because these customers or consumers will be the very same people who will market the company’s information to other future customers or consumers. Ernest Chemist Ghana Limited must ensure PR is at the core of its operations; this is because, PR is a strategic tool that has the propensity to move and attract customers. A thorough investigation about socio-economic background of the consumer or customer, which is PR related, will help Ernest Chemist Ghana Limited gather enough information to be able to serve consumers and customers well.