| dc.description.abstract | This study sought to investigate the usage of brand equity assets in positioning brands in
agrochemical industries based in Nairobi. The study was also on how effective brand
equity have been in the fight against counterfeits in this industry. The research was
conducted using a population of seventeen agrochemical companies located in Nairobi
The study concentrated on the brand equity assets, which includes brand awareness,
brand loyalty, and perceived quality and brand association. The problem was that there
has been an increase of counterfeit products in the agricultural industry and many
stakeholders have become concerned including the government. The government and the
industry have issued an alert to the farming community of existence of the fake products
but have not been able to deal with the problem because of lack of support by affected
companies whenever products or packaging materials are recovered by inspectors or
police. When there is co-operation the courts give low penalties to such culprits. This has
not only affected the industry through loss of sales and relationship with their customers
but also the government in terms of tax revenue
Owing to these challenges, the need for the industry to understand and implement the
concept of brand equity assets should be looked at seriously. The study therefore has two
objectives:
I. To determine the major brand equity assets used to position brands in
agrochemical companies.
2. To determine how effective brand equity assets have been in the fight against
counterfeits
Both primary and secondary data was collected. Secondary data was obtained through
extensive review of literature while primary data was collected using a partially
structured questionnaire comprising of three parts. Part one was on general marketing
information of the companies, part two on brand equity assets and part three on measure
of effectiveness of brand equity assets on the fight against counterfeits.
The study found that many of the firms do not really understand the concept of brand
equity assets. They may have some activities to implement brand awareness but do not
put their effort fully on it. All the companies interviewed do not have brand managers
and the marketing managers they have do not have the skill have effectively implemented
the brand equity asset concept.
The researcher recommends that the agrochemical companies should deliberately adopt
and implement fully the concept of brand equity in order to handle to problem of
counterfeit effectively rather than continue applying it haphazardly, thereby failing to
realize its full benefits. The companies should also engage qualified personnel with skills
to handle marketing activities.
The companies should continue to improve the packaging of their products and train the
farmers intensively on how to identify fake products. Counterfeiters should be given stiff
penalties and if they are stockists should not be allowed to operate their business until the
Pest Control Products Board (PCPB) is satisfied they have met the requirements to
operate again. | en |
