The Effect of Brand Awareness Campaigns due to Identity Rebranding of Multimedia University of Kenya

ABSTRACT: Rebranding creates a differentiated position in the mind of stakeholders from its competitorsthrough a new name, term, symbol or design. The study assessed brand awareness campaigns carried out due toidentity rebranding of Multimedia University of Kenya. The study was guided by organizational imagemanagement and used qualitative research using purposive sampling to data from 32 internal and external keystakeholders of the University using in-depth interviews guided by two interview guides. Informants were askedquestions that focused on brand recall, brand recognition, brand advantage and activities for visibility.Stakeholders felt proper marketing had not been done but acknowledged that the history of the University oftransitioning from a college to a university while still maintaining the prowess in telecommunicationengineering, ICT and media communication enhanced awareness of the university. The university had attemptedmarketing the university facilities but there had been resistance from government organizations who resistedusing it as a training ground because it would deny them a chance to earn allowances awarded to governmentemployees when attending training outside their workplaces. The only opportunity that the university couldexplore to make the hotel lucrative was to appeal to stakeholders outside capital city and the private sector.

KEYWORDS: activities for visibility, brand advantage, brand recall, brand recognition, rebranding