E/B/195. Dissertation. Role of Brand Equity for achieving organisation's objective of profit maximisation

The dissertation investigates the contribution of brand equity (BE) to the profits of an organisation. A literature review touches on the theory of brand equity identifying BE components, discussing the issues of loyalty, profit maximization, brand equity and profit relationship, etc. Primary data analysis is conducted using a business simulation game; recommendations are offered about how to make a company's brand more successful.