Corporate Branding Strategies And Performance Of Commercial Banks In Kenya

Abstract Banks in Kenya continue to record decreased profitability due to face stiff competition from non-bank institutions. Corporate branding strategy provides direction and scope an organization takes in its journey to identify itself uniquely to its customers to ensure customer loyalty. It’s not just enough to create a brand since that will not help the company attain sustainable advantage. In order to have a brand development that is a success it’s important to have effective marketing strategies and also develop marketing programs. This study sought to establish the effect of corporate …