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.