INFLUNCE OF CORPORATE VISUAL IDENTITY REBRANDING ON CUSTOMER PERCEPTIONS: A CASE STUDY OF THE NATIONAL BANK OF KENYA LIMITED

ABSTRACT
The main objective of the study was to evaluate the perception of customers towards the
corporate visual identity rebranding done by the National Bank of Kenya. Specifically,
the study investigated the impacts of change of corporate colour, slogan and logo on
customer perception. The study was anchored on two theories, that is, Lewin’s model
theory and contingency theory. The study applied descriptive design where a systematic
random sampling method was used in selecting its target population. The mixed-method
approach was used with both qualitative and quantitative methods applied. Quantitative
data were analysed using the descriptive method where percentages were analysed with
the use of Statistical Package for the Social Sciences as a tool, and on the other hand,
qualitative data were analysed using thematic analysis and triangulation. For easy
interpretations and understanding, figures and tables were used in the presentation of the
results. The target population included all the 6,500 registered customers of the National
Bank of Kenya Harambee Avenue and the other registered customers from other
branches visiting the branch. The sample size constituted 200 customers and 20 staff
from the bank branch. Through data analysis, the study revealed that, the majority of the
customers were aware of the changes done by The National Bank of Kenya specifically
corporate colours, slogan and logo. The study revealed that 73.9% of the respondents
were positively affected by the new slogan and preferred it over the previous one.
Similarly, 65.2% of the respondents were positively affected and preferred the new
colours over the previous ones and finally, 52.7% were positively affected and preferred
the new logo over the previous one. The rebranding at The National Bank of Kenya can
be registered as a success since it had a positive influence on the majority of the
customers and several benefits were achieved by the rebranding. The study recommends
that, amidst the process of rebranding every organisation should understand that
rebranding should not just focus on corporate colours and a logo. A brand is the totality
of the experiences, relationships, messages and interactions between the company and the
customers. Rebranding hence should ensure that the new brand identity is aligned to the
needs and aspirations of customers, the customers should hence be involved in defining
the new brand.