Branding strategy for the kenya agricultural Research institute and its products

Abstract

Brands are recognised to connote quality to customers, distinction within a market and to gain financial rewards to an organisation, and can be characterised as products, corporations, persons and place. The purpose of this study was to investigate the branding strategy adopted in Kenya Agricultural Research Institute (KARI) and its products. The study’s objective was to determine the brand strategy for KARI and its products. Data collection was carried out by administering questionnaires through the face to face interview technique. The interviews were conducted on selected KARI managers and/or key informants. The study found out that KARI does have a branding strategy for its products and the organisation has adopted some branding elements that increase visual linkages with their consumers. The findings also highlight some factors that hinder the adoption of a branding strategy. The study therefore recommends that if KARI wants to achieve self sustenance through commercialisation, more resources need to be directed towards determining an appropriate branding strategy that will champion its vision.