• Chepkemei Teclar June Moi University, Eldoret, Kenya
  • Dr. Julius O. Jwan Moi University, Eldoret, Kenya


Purpose of the Study: This study sought to establish the significance of corporate identity in corporate image building in the telecommunication service sector in Kenya.

Statement of the Problem: Despite the fact that the topic has been discussed for more than two decades, some researchers still consider organizational identity not a mature area. Audiences tend to tie corporate identity to image, yet less effort has been aimed at service sector to show the significance of corporate identity in corporate image. A strong, consistent corporate visual identity disseminated through the process of communication helps to effectively articulate the company’s mission, vision and culture. This in turn will create image for the organization. Functionally, management of a corporation therefore plays a key role in the building as well as in the maintenance of corporate identity.

Research Methodology: A case study approach was preferred and purposive sampling and convenience sampling were used to sample employees and clients of the telecommunication service provider. Data were generated using interviews, observation and critical document analysis. The data were summarized and organized into relevant themes for analysis and requisite interpretation.

Result:  The findings   revealed that the quality and services offered by the organization have a direct impact on its image and identity.

Conclusion: Equally, the environment in which the company operates is vital as well as its corporate social responsibility, corporate citizenship, and ethical behavior and related community affairs.

Recommendation: The study recommended that every organization should pay attention to the language that the target audience speaks and that the symbols of identity need to be well thought out. Further, Corporate Social Responsibility should be seen as a smart way of doing business in addition to encouraging innovation and partnering with the indigenous organization in order for the clients to identify with the brand.

Keywords: Dominant, Image, Corporate, Identity, Building, Telecommunications, Organization, Kenya

Author Biographies

Chepkemei Teclar June , Moi University, Eldoret, Kenya

Post Graduate Student

Dr. Julius O. Jwan, Moi University, Eldoret, Kenya

Lecturer, Department of Communication Studies


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How to Cite
June , C. T., & Jwan, D. J. O. (2020). CORPORATE IDENTITY IN IMAGE BUILDING OF TELECOMMUNICATION ORGANIZATIONS IN KENYA. African Journal of Emerging Issues, 2(9), 1-30. Retrieved from