When You Wear the Product, How Does It Project You? Assessing the Effectiveness of the Brand Equity Model for the GTP Brand in Ghana

The study explores Ghana Textile Printing company’s (GTP) adoption of the brand equity model to attract and retain customers to their brand in the face of the high influx of imported substitutes in Ghana. The researcher used a descriptive research method directed at the case study of GTP to explore how their strategies aligned with the four brand equity constructs: brand awareness, brand loyalty, brand associations, and perceived quality to make consumers aware of the brand products, knowledge about brand price, and quality, among others, to attract consumers to boost patronage of their fabrics. Convenience sampling was used to select GTP customers for the study, and they agreed to participate. The study used qualitative research methods with interviews, questionnaires, and secondary data as the instruments for data collection. Interviews were conducted with top management and retailers of GTP products, and archival information was used in data collection. The study found that the company’s attention is on improving the brand in terms of bringing out new designs in vibrant colours, social media presence, and collaborations with garment producers and media houses to project the GTP brand to consumers. In addition, the company is investing in technological applications for accessing and authenticating product quality to improve patronage of the company’s products. Apart from quality, the company did not label their strategies accordingly to the other constructs of brand equity, but the researcher classified the company’s strategies under the four brand equity constructs in line with the literature. The study suggests that local textile companies in Ghana give attention to the four brand equity constructs and adopt them to generate loyal customers, boost patronage and profitability to help ensure sustainability in business growth and development.