Brand rejuvenation strategies and organization performance: A case study of new Kenya Cooperative Creameries Limited

Abstract

Brand rejuvenation strategy is considered to have occurred when a firm recovers adequately to resume normal operations often defined as having survived a threat to survival and regained sustainable profitability. In this light of a great brand rejuvenation strategy in terms of profitability and increased market share, this study seeks to document factors that are responsible for successful brand rejuvenation strategy of New KCC from the hitherto years of loss making. This study therefore set out to investigate brand rejuvenation strategies and organization performance at New KCC. This study adopted a case study. The study used both primary and secondary data. The researcher administered the interview guide through personal interviews from the senior management especially the strategic, marketing, operations, finance and procurement in the New KCC who were involved in strategy formulation and implementation process as they are appropriate in decision making as well as resourceful in terms of information on the brand rejuvenation strategies in the New KCC. Content analysis was used for data that was qualitative in nature or aspect of the data collected from the open ended questions. the Company has embraced the rejuvenation strategies to realized better performance after the fall of its predecessor. These techniques of brand rejuvenation illustrate that if the brand message is at the core of the re-branding effort, regardless of wider economic circumstances, consumers will stay true to the brand. Brands are born from competition and they can also die from it. As such, if the rejuvenated brand exists in a family of brands, its new strong and favourable associations can enhance the equity of the other brands in that family. For the Firm to become even more competitive there is need to change the product attribute and bringing out newer products with more uses so that the products can be more marketable. The company should implement more brand rejuvenating strategies which aim to change the perception of the customers‟ minds. The company should undertake the process in more than a couple of ways. This could be done through entering into newer markets or changing the brand elements and the perception in the minds of the consumers so that the market to enhance its marketing and therefore better performance.