Purpose: This study compared country-of-origin effects on brand equity. The study was guided by four specific objectives; to explore the influence of country of origin on brand association, brand awareness, brand loyalty and perceived quality in the banking industry in Ghana. Design: To achieve the objective of the study a descriptive research design was adopted, using the quantitative approach and the administration of questionnaires to 380 respondents in the data collection process using convenience sampling. Four assumptions preceded the study but after the structural analysis, three were accepted while one was rejected. Findings: The findings show that there is a positive significant relationship between country of origin and brand awareness, country of origin and perceived quality, and country of origin and brand association. However, the findings show no significant relationship between country of origin and brand loyalty. The findings contribute to the scant empirical works that compare brand equity and country of origin on consumer attitude and purchase intention in a single study. Implication: The study would like to conclude that as part of the profitability drive, banks should invest in brand awareness programs including advertising, publicity, and brand-building programs and hence promoting the image of their bank’s country of origin that pave way to brand association. Banks should maintain exceptional long-term country of origin posture by providing quality products, services, and after sales services to their customers which will ultimately enhance brand equity.