Branding strategy for the kenya agricultural Research institute and its products
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Date
2009-10Author
Muta, Priscilla M
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
Brands are recognised to connote quality to customers, distinction within a market
and to gain financial rewards to an organisation, and can be characterised as products,
corporations, persons and place. The purpose of this study was to investigate the
branding strategy adopted in Kenya Agricultural Research Institute (KARI) and its
products. The study’s objective was to determine the brand strategy for KARI and its
products. Data collection was carried out by administering questionnaires through the
face to face interview technique. The interviews were conducted on selected KARI
managers and/or key informants. The study found out that KARI does have a
branding strategy for its products and the organisation has adopted some branding
elements that increase visual linkages with their consumers. The findings also
highlight some factors that hinder the adoption of a branding strategy. The study
therefore recommends that if KARI wants to achieve self sustenance through
commercialisation, more resources need to be directed towards determining an
appropriate branding strategy that will champion its vision.
Publisher
College of Humanities and Social Sciences, University of Nairobi
Description
MBA Projects