| dc.description.abstract | In the forty years since independence, Kenya’s insurance industry has flourished, and by 2005 had 42 registered insurers, 21 transacting general insurance business, 6 transacting life and general insurances while 15 were composite. There were 205 licensed insurance brokers during the year. Kenya’s insurance industry leads within the East African Community (a trading block of Kenya, Uganda and Tanzania), and is a key player in the economy.
Branding helps to strengthen a company’s products. Branding in a way distinguishes a company’s product from those of the competitors. It is useful for insurance companies to brand their services to ensure that they capture customer loyalty and also maintain customers.
The objective of this study was to determine how brand equity is created and applied in by insurance companies in Kenya. This was accomplished through a research that was carried out among insurance companies in Kenya. Data was collected mainly using questionnaire method, which was given to people working in insurance companies. The questionnaires contained both structured and open-ended questions.
The main findings of the study were that, brand equity is one of the most important factor to be considered by insurance firms for the potential buyers to be able to recognize their products and be able to differentiate them from those of others. Branding also helps the firms to compete using many properties of a product.
The study concluded that brand equity is one of the most important factors | en |
