Corporate branding strategy and performance of Safaricom Limited

Abstract

Companies are trying to influence consumers into buying their pro~w:t instead of their competitors' products. To do so, they need to differentiate themselves. They need to convince the customers that their product offers a higher value. Since corporate brand values originate from organisational heritage and culture, and guide employee behaviours, they enable the company as a whole to unite behind a particular strategic intent. The concept of corporate branding finds its origin in product branding. Branding refers t'f the creation of such a distinctive product or service. Corporate branding brings to marketing the ability to use the vision and the culture of a company as part of a unique selling proposition (Hatch and Schultz, 2003). The idea of corporate branding is based on the assumption that consumers create images of companies based on the whole experience of these companies (Heding et al., 2009). The objective of the study was to determine corporate branding strategy and performance of Safaricom Limited.

This research used a case study design. A case study refers to the collection and presentation of detailed information about a particular individual unit, example participant, a group or an event. A case study was therefore appropriate for this study because it allowed for a detailed investigation of a single subject. Primary data was collected from the company (Safari com ltd) by use of interview guide in order to determine how corporate branding strategy has influenced performance of Safaricom ltd. The data was collected from two senior managers in each of the following departments: retail department, sales and marketing department and customer care department. The data collected was analyzed using content analysis since it's a case study. This involved reviewing what the respondents have indicated to see what themes emerges out of their responses.

The study found that corporate branding strategy help in improving organization performance through creating the company and product awareness, it helps in pushing up sales, performance, enhancing customer satisfaction and that corporate branding strategy seeks to create unique identity and position for its product and services and ensures that both product and organization create value beyond that of their competitors. Employee involvement in corporate branding strategy helps in successful implementation of the corporate branding strategy through ensuring responsibility in the implementation thus improving the adaptability and effectiveness, employees of Safari com Ltd through face to face contact with subscribers are able to identify customers' needs and are able to advise marketing on these areas.