| dc.description.abstract | This study sought to investigate and compare corporate brand management strategies at Citizen Television, KTN and KBC Channel l . Specifically the objectives of the study were to examine how corporate brand is positioned, how corporate brand message is communicated, how corporate brand is delivered, how corporate brand equity is leverfged, and to compare and contrast corporate brand management strategies among the television stations. Effective achievement of a cross sectional research design necessitated the use of interviewing as an appropriate research method. A sample of professional staff members from the television stations was drawn from Programming, Advertising, Public relations, Publicity, Sales promotions and marketing departments respectively.
The findings indicate that channels and corporate brands are being looked upon not only from a brand image and style perspective, but also in a strategic view to create a distinct 'brand identity' which can provide competitive advantages. Today's TV marketers wish to get involved with the programme at the conception stage to evaluate its fit for the overall channel brand, position it appropriately in the target market and apply relevant marketing tools. Television brand provides a panacea against the morass of undifferentiated programming and increasingly penetrating multichannel expansion. The brand represents the channel and programme positioning by establishing a distinctiveness epitomized by a viewer's emotional experience. Broadcasting brands are now being equated to retail brands, where programmes can be considered a product or line of a channel.
In Kenya television corporate branding initiatives earlier adopted by the frontrunner of the Kenya's TV industry - the KBC, have filtered down and have been replicated at Citizen Television and KTN, although with varying intensity. Broadcasters refer to the importance of the channel brand as a 'shop' because it provides differentiated station brands the opportunity to be consumed by the audience.
Television broadcasters link television brand directly to the value of the 'shop' front in retail branding, and referring to the channel's brand image (or visual styling) as a reason for viewers to walk into the 'shop' front or the channel. Corporate brands can be seen as rising in prominence steadily as a majority of industry professionals feel that most viewers want to watch particular television brand channel and not because it broadcast a particular programme. Hence if a corporate brand moves from one programme to another, viewers are unlikely to shift their channel brand loyalties. | en_US |
