Corporate brand Identity And Customer Satisfaction At Java House, Nairob

Abstract

Corporate brand identity is a strategic tool embraced by organizations either in form of colour, logos, fonts or graphical elements which represents the messages and values that are core to a brand. Corporate brand identity has been used as a marketing tool that evokes customers mind by creating positive emotions and attitudes towards the organization brand. It creates awareness, sense of trust and loyalty. Organizations like Coca-Cola and Java House brand identity have translated their organization into a positive brand image with perception of good quality among its customers. The study looked into corporate brand identity and how it can be used as strategic tools to satisfy its customers, sustain the business and give it a competitive advantage. This area of study has never been explored fully especially in regard to hospitality industry in Kenya. The study was therefore aimed at filling the existing gap by seeking the answer to the question “effect of corporate brand identity on customer satisfaction at Java House Nairobi.” The main objective of the case study was to establish the influence of cooperate brand identity on customer satisfaction at Java House Nairobi. The primary data was collected based on interview guide by interviewing specific senior managers at Java House Nairobi. Content analysis was utilized as a tool in analyzing the collected data to achieve a credible conclusion. The finding of the case study indicated that corporate brand identity has a great influence in customer satisfaction if well designed as a strategic tool. The summary of the findings were enlisted, conclusions drawn and recommendations made for further research.