Evaluating Branding and Reputation Management Strategies of Kenya Meat Commission

Authors

  • Idah Gatwiri Muchunku Senior Lecturer, Faculty of Media and Communication Multimedia University of Kenya
  • Okioma Nicodemus Postgraduate Student, Masters of Corporate Communication Multimedia University of Kenya

DOI:

https://doi.org/10.14738/assrj.97.12158

Keywords:

Communication Research, Corporate Branding, Reputation Management, Brand Equity, Internal Environment, External Environment, Kenya Meat Commission.

Abstract

This paper evaluates the strategies applied in handling reputation and brand management of Kenya Meat Commission over the history of the corporate. A brief historical background of Kenya Meat Commission lays the foundation of the study by juxtaposing various brand and reputation management concepts and principles from desktop research. To achieve the study purpose, two specific objectives guided the researchers viz.: To analyse the branding and reputation management strategies through SWOT analysis of Kenya Meat Commission’s internal environment; and to assess the branding and reputation management strategies through PESTEL analysis of Kenya Meat Commission’s external environment. Desktop research methodology was used and empirical data from other regional countries specifically Botswana Meat Commission was used to comparatively guide critical assessment of Kenya Meat Commission. The study concluded that Kenya Meat Commission has failed over and over again due to poor branding and reputation management efforts as evidenced following the SWOT and PESTEL model analyses. The study recommends that Kenya Meat Commission should consider instituting a corporate communications department that will raise its branding and reputation management efforts and consequentially cause it to become a more profitable corporate in Kenya and beyond.

References

Argenti, P. A. (2006). Corporate communication. New York, NY, USA: McGraw-Hill Higher Education.

Botswana Institute for Policy Development. (2007). Analysis of theeEconomic and social effects of Botswana's loss of preferential market cccess for beef exports to the European Union. London: Overseas Development Institute.

FAO. (2013). Botswana agrifood value chain project: Beef value chain study. Gaborone: FAO & Ministry of Agriculture, Botswana.

GoK. (2012). Laws of Kenya. Nairobi: Nation Council for Law Reporting.

Holtz, S. (2002). Public Relations on the net (2nd ed.). New York, USA: AMACOM.

Kenya Markets Trust (2019). A Study on Meat End Market Trends in Kenya.

Kenya Meat Commission. (2016, 1 1). Kenya Meat Commission. Retrieved 2 15, 2022, from Kenya Meat Commission: https://www.kenyameat.co.ke/index.php?option=com_content&view=article&id=82&Itemid=107

Korathi, C. R. (2004). Research methodology, methods and techniques (2nd ed.). New Delhi, India: New Age International Publishers.

Mumby, D. K., & Kuhn, T. R. (2019). Organizational communication: A critical introduction (2nd ed.). Thousand Oaks, Calofornia, USA: Sage.

Nanayakkara, N. W., & Dissanayake, D. M. (2020, 3 3). Application of social media for personal branding: A conceptual review. The International Journal of Business & Management , 8 (1), pp. 153-160.

Newsom, D., & Haynes, J. (2008). Public Relations writing: Form and style (8th ed.). Belmont, CA, USA: Thomson Wadsworth.

Nyamu, G. M., & Ndwiga, J. K. (2014). The challenges of the meat industry that impact on the operations of Kenya Meat Commission. Journal of Business and Management , 16 (10), 25-30.

Nyawira, S. (2020, 11 20). Kenya Meat Commission adopts new marketing plan to boost sales. Retrieved 1 29, 2022, from The Star: https://www.the-star.co.ke/business/kenya/2020-11-20-kenya-meat-commission-adopts-new-marketing-plan-to-boost-sales/

Smith, R. D. (2005). Strategic planning for media relations (2nd ed.). Mahwah, New Jersey, USA: Lawrence Erlbaum Associates, Publishers.

Steyn, B., & Puth, G. (2000). Corporate communication strategy. Sandton: Heinmann.

The Economist. (2022, 2 24). Economics A-Z terms. Retrieved 2 26, 2022, from The Economist: https://www.economist.com/economics-a-to-z/e#node-21529688

The Kenya National Bureau of Statistics. (2019). 2019 Kenya population and housing census: Volume II. Nairobi: The Kenya National Bureau of Statistics.

West, R., & Turner, L. H. (2018). Introducing communication theory: Analysis and application (6th ed.). New York, NY, USA: McGraw-Hill.

Downloads

Published

2022-07-26

How to Cite

Muchunku, I. G., & Nicodemus, O. (2022). Evaluating Branding and Reputation Management Strategies of Kenya Meat Commission. Advances in Social Sciences Research Journal, 9(7), 419–435. https://doi.org/10.14738/assrj.97.12158