Abstract:
The study examines corporate identity change and employee involvement in such change.
A case study approach was used for the study. It interrogated employees’ involvement in
the change agenda and how that impacted on the perception of the new identity of the
Agricultural Development Bank. Using interviews and documents reviews, the study
ascertained the accuracy of the new identity based on the understanding and agreement of
management and employees. The study concluded that the bank changed its identity in
order to change the perception of publics about the bank. In order to achieve this
objective, the bank improved upon its systems, trained and employed personnel,
standardized its working units and modified its logo among others to depict its new
identity. Employees also expressed knowledge about the new identity but it was obvious
communication and involvement of staff at the bank’s branches were inadequate. The
study further demonstrates that effective management of corporate identity requires
consistency in employee involvement in all aspects of the organizational identity.
Description:
A DISSERTATION IN THE DEPARTMENT OF COMMUNICATION AND
MEDIA STUDIES, FACULTY OF LANGUAGES EDUCATION SUBMITTED TO
THE SCHOOL OF GRADUATE STUDIES, UNIVERSITY OF EDUCATION,
WINNEBA, IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE
AWARD OF MASTER OF ARTS DEGREE.
OCTOBER, 2014