EFFECT OF BRAND EQUITY MANAGEMENT ON THE ORGANIZATIONAL PERFORMANCE OF THE MANUFACTURING FIRM IN SOUTH EAST NIGERIA

The study examined the effect of Brand Equity Management on the Organizational Performance of the Manufacturing Firm in South East Nigeria. The specific objectives of the study were to; evaluate the effect of brand loyalty on the product patronage of the Manufacturing Firms and examine the effect of brand awareness on the sales funnel of the Manufacturing Firms in southeast Nigeria. A descriptive survey research design was utilized for the study. A structured questionnaire design with a five-point Likert scale was used to collect data for the study. The completed questionnaire forms were collected, coded and subsequently analyzed in tables, percentages, frequencies and mean were used as the analytical tools; while regression analysis was used to test the formulated hypotheses at alpha level set at 0.05. The result revealed that Brand loyalty has a significant positive effect on the product patronage of the Manufacturing Firms and Brand awareness has a significant positive effect on the sales funnel of the Manufacturing Firms in southeast Nigeria. The study on concluded that Brand Equity Management serves as a critical driver of organizational performance for manufacturing firms in South East Nigeria. The empirical findings provide robust evidence that strategic brand management directly correlates with improved business outcomes. The study recommended that manufacturing executives in South East Nigeria prioritize marketing investments that enhance brand visibility to widen their sales funnels, while simultaneously implementing quality assurance and customer engagement strategies to foster the loyalty that drives long-term product patronage