Customer and Employee-Based Brand Equity Driving United Bank

for Africa's Market Performance

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With increased competition in the banking industry, particularly in developing economies, United Bank of Africa Plc (UBA) in Nigeria has been thriving. The bank is a multinational financial services provider, which operates in 22 African countries. It also has offices in the US, UK and France. UBA has about 626 global branches and serves more than seven million retail, commercial and corporate global customers. Positioned as a pan-African bank, the UBA Group is firmly in the forefront of driving the renaissance of the African economy. It is also well positioned as a one-stop financial services institution, with growing reputation as the face of banking on the African continent. UBA Plc has grown over the years from being just a brand name to a house hold name in Nigeria. In 2011, it was reported that UBA’s total assets was worth about $12.3 billion. The bank is also gearing to be one of the dominant and leading banking brands in Africa. While the measurement of UBA’s asset worth is important as it reveals information of its financial performance, it can be more important to measure the worth of its intangible assets, which is being captured from the assessment of its brand equity.


Imoh Charles Uford


(B.Sc., MBA, Ph.D.-Wits, MNIMN). Dr. Uford has over a decade experience in the Nigerian banking, telecommunications and education sectors respectively. Currently, he is a Marketing Lecturer at the Akwa Ibom State University (AKSU). He is an author of several academic articles in both National & International Journals. He is married with three kids.

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LAP LAMBERT Academic Publishing


Customer based brand equity, Employee based brand equity, market performance, United Bank for Africa (UBA) Plc.

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BUSINESS & ECONOMICS / Marketing / General