The Role Of Internal Communication In Organisational Rebranding: A Case Of Equity Bank
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Date
2023-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
School of Communication, Daystar University
Abstract
ABSTRACT
In response to the ever-evolving competitive business landscape, organisations are increasingly turning to rebranding as a means to remain relevant and adapt to change. This research highlights a central issue concerning the effective management of corporate rebranding, with a specific emphasis on optimizing internal communication strategies. The primary challenge lies in ensuring that internal communication effectively garners the buy-in of employees, a pivotal factor for the success of corporate rebranding efforts. To accomplish this, organisations must navigate the complexities of delivering clear, purposeful, and persuasive messages that not only articulate the "why" behind the change but also explain its implications for stakeholders. This research is underpinned by Organisational Information Theory, which posits that effective communication is indispensable for reducing uncertainty and enhancing comprehension within an organisation. By thoughtfully addressing various facets of communication, organisations can strategically design their internal communication approaches to maximize employee engagement and support during corporate rebranding initiatives. The study employed a qualitative research design and collected primary data from 10 participants across 10 Equity Bank branches. Data was collected via face-face interviews yielding in-depth insights into employees' perceptions and experiences during the rebranding process. The findings underscore the significance of clear and consistent messaging and opportunities for two-way communication in fostering employee engagement and support throughout the transition. This research contributes valuable insights for organisations seeking to navigate the complexities of corporate rebranding while effectively engaging their workforce.
Description
Master Thesis
Keywords
Internal Communication, Organisational Rebranding, Equity Bank
Citation
Ogonjo, M. A,. (2023,Thesis). The Role Of Internal Communication In Organisational Rebranding: A Case Of Equity Bank. School of Communication, Daystar University