Impact Of Brand Equity On Company Performance, Case Of Tristar Insurance Company.

ABSTRACT This study is an investigation of the impact of brand equity on company performance a case of Tristar Insurance Company. The company is facing a lot of challenges given the fact that its clientele mainly comprised of corporate customers who are struggling under the current economic conditions. Also competition is intensifying in the industry. Tristar Insurance Company is now turning its focus on individual customers. The study focuses on examining whether the strengthening of Tristar Insurance’s brand equity will improve the performance of the company. The objectives of the study wer…