Measuring customer-based brand equity in traditional herbal medicine market in Kumasi, Ghana

Oppong, Peter Kwasi; Phiri, Maxwell Agabu

doi:10.31920/1750-4562/2018/v13n3a6

Cited by 2 publications

(2 citation statements)

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“…Given the competitive nature of the business environment, packaging and brand equity provide a competitive advantage to a firm to increase and maintain its market share ( Oppong and Phiri, 2018 ). Therefore, most herbal medicines especially those with export potential in Ghana need to be re-packaged in a form that is more convenient and acceptable to the standards of the international market.…”

Section: Ways Forwardmentioning

confidence: 99%

“…Therefore, most herbal medicines especially those with export potential in Ghana need to be re-packaged in a form that is more convenient and acceptable to the standards of the international market. According to the study of Oppong and Phiri (2018) , brand managers in the plant medicine industry need to consider packaging as an important brand-building tool in their marketing strategy in order to enhance brand equity for the over-the-counter pharmaceutical market. The Ghana Export Promotion Authority (GIPA) and Ghana Investment Promotion Centre (GIPC) have critical roles to play in this branding of herbal medicines from Ghana.…”

Section: Ways Forwardmentioning

confidence: 99%

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Ghana’s herbal medicine industry: prospects, challenges and ways forward from a developing country perspective

Asase

2023

Front. Pharmacol.

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The herbal medicine industry is one of the fastest growing industries in the world. However, no detailed assessments have been undertaken on how to achieve the benefits of this industry for developing countries. This study examined the herbal medicine industry in Ghana, with a particular focus on its prospects, challenges and ways forward. The prospects of the medicinal plant trade are huge, and include reducing the national health budget, being a source of foreign and domestic income, as well as creation of employment and poverty reduction. However, the industry is currently inundated with several challenges, such as registration of herbal medicine products and practitioners, a lack of clinical trials for herbal products, standards and quality control issues, shortage of raw plant materials for production, and insufficient scientific research to support traditional claims on the pharmacological effects of medicinal plants. I propose a number of interventions to address these challenges: increased government support, capacity building initiatives, improved regulation of herbal medicines, application of modern technology in the manufacturing of herbal products, large-scale cultivation of medicinal plants, and improved packaging and branding for herbal medicines. Both the national government and the private sector have crucial roles to deliver in the development of the herbal medicine industry in a country like Ghana.

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Section: Ways Forwardmentioning

confidence: 99%

Section: Ways Forwardmentioning

confidence: 99%

Ghana’s herbal medicine industry: prospects, challenges and ways forward from a developing country perspective

Asase

2023

Front. Pharmacol.

View full text Add to dashboard Cite

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The Perception of Customer-based Brand Equity in China's tea industry: A case study Tian Shang Ren Jian Brand

Wang,

Kamkankaew,

Thanitbenjasith

et al. 2023

IJSASR

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Background and Aim: A brand equity might be its monetary value, its position in a company's balance sheet, or customers' loyalty and confidence in the goods offered by the business. This study aims to explore the level of perception of customer-based brand equity of the Tian Shang Ren Jian brand in China's tea industry and to study the guideline for Customer based Brand Equity development of the Tian Shang Ren Jian brand in China's tea industry Materials and Methods: This research is a quantitative research method. The total sample size for the research will be 385 customers of the Tian Shang Ren Jian brand. The questionnaire was used as a tool to collect data. Statistical values such as percentage, frequency, mean, and standard deviation were used for data analysis. Results: The results suggest that each of the variables demonstrated elevated values, with an average score of 4.11 and a deviation from the mean of 0.64. The levels of brand awareness, image, perceived quality, and loyalty were significantly higher. Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships by emphasizing individualization and self-conceptual links. Tian Shang Ren Jian needs to improve its understanding of the brand, sales promotion, and digital media technologies to uphold consumer confidence and enhance brand/product communication. Conclusion: Tian Shang Ren Jian's customer-based brand equity ideas can help China's tea sector build successful partnerships, with an average score of high level from the mean. Managers and marketers of Tian Shang Ren Jian brand should review their situation analysis and rethink their brand identity to improve sustainability.

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Measuring customer-based brand equity in traditional herbal medicine market in Kumasi, Ghana

Cited by 2 publications

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Ghana’s herbal medicine industry: prospects, challenges and ways forward from a developing country perspective

Ghana’s herbal medicine industry: prospects, challenges and ways forward from a developing country perspective

The Perception of Customer-based Brand Equity in China's tea industry: A case study Tian Shang Ren Jian Brand

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