Corporate Visual Identity and Corporate Reputation of Publishing Firms in Kenya

Abstract

This study sought to establish the effect of corporate visual identity on corporate reputation of publishing firms in Kenya. This study was underpinned by corporate branding theory and stakeholder theory. The study adopted descriptive cross sectional research design because it takes into account an in-depth examination and comprehension of a specific phenomenon as it exists in the current condition. The target population comprised of 68 registered publishing firms who are members of Kenya Publishers Association (KPA, 2019). The data that was collected was primary from a questionnaire. Quantitative data was analyzed by descriptive statistics and processed by the use of SPSS. Regression was used to establish relationship between corporate visual identity and corporate reputation, while correlation was used to establish the strength and nature of the relationship. The study found that publishing firms had adopted corporate visual identities. It established that organization’s logo, color, essence statement, company slogan / motto and ISO certification were the corporate visual identities that were highly adopted by majority of the publishing firms. The study further found that logo improves steadiness of information within an association. At the same time, corporate logo represents Sophistication, Smooth, and Glamour. The study found that corporate visual identity helps in communicating the objective and focus of the company. The association of name, logo, slogan and colors to the company convey level of status and indication of quality of its product and services to customers. The study found that organization possess the strategies for building corporate reputation. Conducting CSRs and complaints handling were listed as some of the strategies used by firms for building corporate reputation. It was concluded that corporate visual identity has an influence on corporate reputation of publishing firms in Kenya.