Effect Of Rebranding Strategy On Customer Perception Of Airtel And Telkom Kenya In Nairobi County

Abstract

Understanding the concept of branding and rebranding has been a challenge across the years despite the level of attention that the area has consistently received. Customer perception is very diverse as different customers interpret information or stimulus they receive about a brand in their own unique ways. Knowledge of customer perception towards an organization helps the organization build a marketing strategy that delivers results. The objective of the study therefore was to establish the impact of rebranding on customer perception of Telkom and Airtel Kenya. Specifically, the study sought to examine the effect of brand redesigning on customer perception, effect of brand re-awareness on customer perception, effect of brand repositioning on customer perception, effect of brand re-identity on customer perception and the moderating effect of customer value on the relationship between rebranding and customer perception. The study adopted a descriptive cross sectional survey of 384 Airtel/Telkom Kenya customers in Nairobi. A simple random sampling procedure was applied in selecting the participants for each organization. Data analysis was done through using descriptive statistical approach and regression analysis using the SPSS programme. Rebranding had a significant positive effect on customer perception and the study recommend the use of brand awareness strategy as key influencer of customer perception.