The challenges facing Kenya Power & Lighting Company Ltd in the re-branding implementation process
Re-branding is a comprehensive change of strategic direction for a company. Companies can use rebranding exercise to define new values, mission and vision (VMV s) that are consistent with their performance for improvement of their services to their customers. KPLC is currently undergoing a re-branding process, a strategy that aims to assist its businesses reflect a new company direction that will incorporate new Values, Mission and Vision, expand product offerings and improve service delivery to its customers. However, re-branding process is complex and , is dogged with many challenges. There is need to establish the challenges organizations face during rebranding implementation process and strategies adopted to entrench the re-branding within the organization successfully. It was on this impression that this study was carried out on KPLC as a case study. This was a descriptive research, which relied on gathering primary data through structured questionnaires. The target population was Senior and Management staff in KPLC. The other method of data collection was through the secondary data that was internal data of the organization. Data was analyzed using frequency tables; mean scores tabulations and standard deviations. Based on the study findings, it was established that despite the challenges faced by the company during the implementation process of the new (VMVs) the process was successful. Companies can adopt rebranding as a strategy to improve their image and good customer service delivery despite the challenges in implementation process.