The Structure of Corporate Identity Public Universities in Kenya have Adopted
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Date
2016Author
Mwinzi, Rosephine N
Mberia, Hellen
Ndeti, Ndati,
Type
ArticleLanguage
enMetadata
Show full item recordAbstract
Faced with growing competition, universities are beginning to adopt Corporate Identity as a means
to attract and maintain competent employees to drive their mission and goals. This study therefore
seeks to examine the structure of Corporate Identity that public universities in Kenya have adopted.
The research was carried out through the mixed methods design which comprised a descriptive
survey for the qualitative data, in-depth interviews and documentary analysis for qualitative data.
The target population consisted of ten public universities in Kenya. The sample size was 386
participants which included lecturers, administrative staff, registrars and public relation managers
drawn from three older universities and seven recently charted universities. The findings indicated
that even though the universities have visible visual identity markers, they share similar colors as
well and the various meanings and interpretations of colours, logos and symbols are not well
cascaded to the staff members, again as universities the visual Corporate Identity is also geared
towards academic advancement and this leads to a disconnect from the administrative staff who
may not be able to connect their services directly with elements of academic advancement such as
research or curriculum development. The study recommends that the differentiation that exists in
the meaning of university colours be fully cascaded to employees to create the unique association.
Citation
MWINZI, ROSEPHINE NYIVA, DR HELLEN MBERIA, and DR NDETI NDATI. "THE STRUCTURE OF CORPORATE IDENTITY PUBLIC UNIVERSITIES IN KENYA HAVE ADOPTED."Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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