Corporate Brand and Image Building by the Kenya Electricity Transmission Company in the Energy Sector in Kenya
Abstract
The study sought to establish the corporate brand and image building practices adopted
by Kenya Electricity Transmission Company(KETRACO) in the energy sector in Kenya.
The study was guided by brand relationship theory as the principal theory. The research
was a case study. An interview guide was used for data collection purposes. The study
used primary data since the nature of the data to be collected was qualitative in nature.
The content analysis technique wasapplied in the analysis of thedata. The study
concluded that Kenya Electricity Transmission Company has adopted corporate
rebranding, innovations and diversification and that these strategies are intended to
enhance quality of service, increase efficiency, convenience and to improve customer
satisfaction.The study suggested that future research on the corporate brand and image
building be adopted by the public sector to improve performance.The study also
recommended that KETRACO should venture into other areas and to diversify its product
offering so as to spread its avenues for getting bigger market.
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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