Improving how Minkah & Co promotes itself to reach its clientele
Legal advertising in Ghana is banned by the law and seen as a disregard for the legal profession. This study was undertaken with a law firm in Ghana to understand how the firm markets its brand in a country where legal advertisement is illegal. 14 lawyers and 50 individuals helped in the research by filling questionnaires and participating in interviews. The research led to findings that there is an untapped market for legal services on the other outlets such as social media. Suggestions for heightened brand awareness included Search Engine Optimization, Newsletters, Having an Online Presence and Video Marketing.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
legal firms, brand perception, marketing strategy