Enhancing Internal Marketing and Brand Equity in Ghana's Pharmaceutical Firms using the PRECEDE Framework

Abstract

Background: Internal marketing and branding are essential for building strong brand equity within organisations. The shift in focus from traditional strategies to branding is now a key competitive tool for pharmaceutical companies. However, there is insufficient comprehension and successful execution of internal marketing and branding strategies in Ghana's pharmaceutical industry, especially concerning concerns regarding counterfeit medications and increasing foreign competition. This research examined how local pharmaceutical companies engage their staff through internal marketing and branding. Methods: This study employed a quantitative cross-sectional approach. The study used a multistage sampling technique to select 750 participants from five Ghanaian pharmaceutical companies. The data were collected in two phases (pretest and posttest). Data were collected from participants using both in-person and online questionnaires via a structured questionnaire. Results: The research indicated that internal marketing and branding significantly enhanced internal brand equity. Pre-intervention analysis demonstrated moderate, although statistically significant, correlations, suggesting a present but constrained influence. Post-intervention results indicated reinforced benefits, validating that organised internal methods significantly improved employees’ brand understanding, commitment, and engagement. Conclusion: The intervention illustrated that internal strategies must be deliberately organized and constantly upheld to attain significant internal brand equity. These findings highlight the significance of employee-centric branding and marketing initiatives in strengthening internal company identity.