THE EFFECTS OF PROMOTIONAL MIX TOOLS ON BRAND EQUITY AMONG HOSPITALS IN NAIROBI COUNTY

Brand equity is a marketing strategy and can be created and maintained for the benefit of an organisation. Building brand equity entails promotional activities that create value for the brand and increasing the ability to recall or recognise it. Advertising has the ability of changing the favourability and strength of a brand. This study sought to establish the effect of advertising on brand equity. The study adopted a descriptive survey...