CORPORATE IMAGE AND BRAND PERFORMANCE OF KENYAN UNIVERSITIES

The highly competitive arena of the higher education sector implies the need for a good corporate image. Corporate image is recognized in the literature to have a positive impact on customer loyalty and is also a great way of differentiating an organization from its competitors as well stimulating consumers purchase. The higher education sectors’ products and services are increasingly similar today hence the need for the institutions to devise strategies to differentiate their products. Literature acknowledges the role of corporate image as an asset, which could give an organization a chance to differentiate itself with hope of maximizing its market share, acquiring new customers retaining existing ones, as well as counteracting the competitors’ actions in order to ensure success and improved performance. Organizations in the service industry are in business of creating outstanding service experiences for their customers. The management of corporate image however, is not an easy one especially in the service industry given the intangibility nature of services. An organization’s proper management of its corporate image can add value to a firm in a variety ways. Conversely, a negative image can destroy an organization’s reputation and isolate their customers. Empirical study results on corporate image and brand performance relationship however report mixed findings hence the need for the current study. This study investigated the relationship between corporate image and brand performance of Kenyan Universities. Data for the study were collected using a semi-structured questionnaire. The findings of the study support the notion that corporate image impacts brand performance. This therefore implies that an organization that invests in brand marketing activities relating to corporate image should experience enhanced brand performance. The study’s contribution to the higher education sector is in terms of addition to the body of knowledge. It also provides policy and managerial implications. The study only covered Kenyan universities. A similar study could also be carried out in the future focusing on all universities. Future studies could also focus on other sectors other than the higher education sector

Corporate Image and Brand Performance of Kenyan Universities

The highly competitive arena of the higher education sector implies the need for a goodcorporate image. Corporate image is recognized in the literature to have a positiveimpact on customer loyalty and is also a great way of differentiating an organizationfrom its competitors as well stimulating consumers purchase. The higher educationsectors’ products and services are increasingly similar today hence the need for theinstitutions to devise strategies to differentiate their products. Literature acknowledgesthe role of corporate image as an asset which could give an organization a chance todifferentiate itself with hope of maximizing its market share, acquiring new customersretaining existing ones, as well as counteracting the competitors’ actions in order toensure success and improved performance. Organizations in the service industry are in business of creating outstanding service experiences for their customers. The management of corporate image however, is not an easy one especially in the serviceindustry given the intangibility nature of services. An organization’s propermanagement of its corporate image, can add value to a firm in a variety ways.Conversely, a negative image can destroy an organization’s reputation and isolate theircustomers. Empirical study results on corporate image and brand performancerelationship however report mixed findings hence the need for the current study. Thisstudy investigated the relationship between corporate image and brand performance ofKenyan Universities. Data for the study were collected using a semi structuredquestionnaire. The study focused on key informants mainly universities’ corporateaffairs or public relations managers or their equivalent. The study findings indicate thatthe relationship between corporate image and brand performance is statistically significant. It explained 45.1% of variation (=.451). The standardized regressioncoefficient (β) value of the computed (composite index) scores of corporate image was.672 with a t-test value of 5.290 and a significance level of p-value=.000. The findings ofthe study support the notion that corporate image impacts brand performance. Thistherefore implies that an organization that invests in brand marketing activities relating to corporate image should experience enhanced brand performance. The study’scontribution to the higher education sector is in terms of addition to the body ofknowledge. It also provides policy and managerial implications. The study only coveredKenyan universities. A similar study could also be carried out in the future focusing o

Corporate Visual Identity Systems and Brand Performance Of Kenyan Universities

There is a heightened interest towards corporate identity with organisations realising that it is indispensable if they wish to create a competitive advantage in the global environment in which they are operating in. Globalization of the higher education sector implies that Kenyan universities need to market themselves in a climate of competition that is not only local but global. They have to attract high quality students and academic staff at an international level hence competition is no longer limited within national borders.Faced with competition, universities are developing strategies for competitiveness and survival such as management of corporate visual identity systems in order to positively impact on their corporate image and performance.This study investigated the relationship between corporate visual identity systems (CVIS) and brand performance of Kenyan Universities. Data were collected from the universities’ corporate affairs or public relations managers or their equivalent as the key informants using a semi structured questionnaire. The results of the study revealed direct effect of corporate visual identity systems on brand performance to be statistically significant. The beta coefficient was 0.447 and this was highly statistically significant (p-value=.000).This variable explained 41.1% of the variation in brandperformance. The empirical finding supports the notion that corporate visual identity systems drive brand performance. Consequently, by investing in brand marketing activities that span all the corporate visual identity facets, universities should experience enhanced brand performance..The study has made contribution to theory, policy andpractice in corporate visual identity systems specifically in the higher education sector. The study was limited to Kenyan universities. Replication of the study with all universities being included could serve as a useful reference for future research. Future studies could also focus on other sectors other than the higher education sector.Key Words: Corporate Visual Identity Systems , Organizations, Brand Performanc