The impact of corporate brand identity On product perceptions: A case study of selected health Institutions in Nairobi

Abstract

This study sought to investigate the impact of corporate brand identity on product perceptions within t healthcare institutions in Nairobi. The study was to investigate whether the hospitals actually use the brand identity principles in creatiru awareness amongst the population and whether through this there is loyalty and perceived recognition services created amongst the different classes of people. To achieve this, objectives were formulated a tested. Primary data was collected from 35 respondents who filled the questionnaire mainly drawn froi the 5 hospitals of study. Analysis of the data showed that some of hospitals actually embrace and practice brand creation and sustenance through : 1. Hospital "Personality" image perception 2. Staff 'organization wide' image communication 3. Hospital symbolic image. Some respondents chose hospitals as self- expressive communicators for enabling people to conv: messages about themselves. Hospitals should have marketing departments whose responsibilities would be to create brand identity and ensure that the organization is identified with the brand from top to bottom throughou the organization structure so that to an outsider who has visited the hospital what is seen is a branc having clearly distinguishable characteristics in the employees communicating what they are.