Corporate visual identity systems and brand performance of Kenyan Universities

Abstract

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 brand performance. 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 and practice 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.