Abstract

The concept of retail brand equity has become a competitive tool for successful retailers in today’s competitive
market characterised by increase in demands by customers, increased competition and shrinking disposable
income. Most stores have realised that it is cheaper to retain than to attain new customers through brand equity.
This study sought to determine the nature of relationship between retail brand equity dimensions and retail brand
equity for OK supermarket in Bindura. OK supermarkets are the biggest retail chain in Zimbabwe by number of
outlets and market share but with dollarization the country has seen increased interest by big some of the big
players in Southern Africa like Pick n Pay and Shoprite. It follows that for OK to maintain its pole position it can
no longer afford to do business as usual, brand equity provides a sustainable competitive advantage. A sample of
100 respondents was interviewed at the store front. The results revealed that brand awareness, loyalty and
perceived quality have significant impact on brand equity. The store managers were urged to increase promotional
activities, loyalty programs and psychological factors (tangibles and intangibles) so that the firm could increase
brand equity.

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