Assessing Brand Equity and Customer Satisfaction as Tools for Profit Optimization in Nigeria

Brand equity is an intangible value that accrues to a company as a result of its successful efforts to establish a strong brand. Customer satisfaction and brand equity are such relevant aspects of marketing’s contribution to the firm’s profitability. This is because these assets assist the marketing manager to study the markets and they give the firm an idea of how profits are generated, which ultimately lead to the firm’s growth. This study has...