IJSRP, Volume 7, Issue 5, May 2017 Edition [ISSN 2250-3153]
Catherine Nyambura Kalya, Dr. Kepha Ombui, Dr. Mike Iravo
This research explores the effects of adopting branding strategies for recognition of the EU corporate brand Missions in Kenya. This study also outlines some gaps that exist in the research of corporate branding and formulates a series of related research questions. Corporate brand management is a dynamic process that involves keeping up with continuous adjustments of vision, culture and image. The target population of the study consisted of 200 employees of the European Union Missions in Kenya. A sample size of 133 respondents from eight operations within the EU Missions in Kenya was drawn. Multiple regression was used to establish the effect of branding strategies on recognition of corporate brand at European Union Missions in Kenya. The results showed that corporate social responsibility strategy had a positive effect on corporate brand recognition and improves it by 0.676 standardized coefficients. Brand communities strategy and internal branding strategy had a negative effect on corporate brand recognition reducing it by 0.250 standard deviations and 0.307 standard deviations respectively. Brand asset management strategy was observed to have a positive effect on corporate brand recognition improving it by 0.391 standard deviations.