Browsing by Author "Mugambe, Hassan"

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    An Evaluation of Corporate Brand Identity Management Strategies at Equity Bank Uganda.
    (Makerere University Business School, 2025-11-18) Mugambe, Hassan
    The purpose of the study was to assess Equity Bank Uganda's corporate brand identity management techniques' efficacy. The study concentrated on the methods utilized to manage corporate brand identity, the difficulties encountered in doing so, and possible approaches to enhancing corporate brand identity at Equity Bank Uganda. A quantitative technique using a cross-sectional design was used. Questionnaires were used to gather data from 175 respondents; 128 of them returned them, resulting in a 73% response rate. Version 23 of the Statistical Package for Social Sciences was used to analyze the data. The results of the study showed that in order to establish a strong brand identity, Equity Bank Uganda uses tactics including digital branding, integrated marketing communication, strategic brand positioning, visual identity development, and corporate social responsibility. Nonetheless, issues like staff disengagement, leadership's lack of emphasis on branding, a lack of a thorough brand strategy, and trouble sustaining brand consistency were noted. Transparent communication, improved security, creative service delivery, and more funding for digital branding are some of the suggested enhancements. According to the report, Equity Bank Uganda should keep enhancing its brand management plans with a focus on staff engagement, digital branding, and strategic positioning. Additionally, the bank should conduct frequent brand audits and train employees to align with brand values. The government ought to foster an atmosphere that encourages financial firms to improve their branding initiatives. Corporate brand identity management in other industries, including retail or telecommunications, could be the subject of future research.