Contribution of Corporate Branding to Organizational Success: A Case Study of Ghana Technology University College

Abstract

The study examined the contribution of corporate branding to organizational success using Ghana Technology University College as a case. This desk study used secondary data which was analysed using documentary analysis. Findings from literature showed that the branding strategies used by institutions of higher education were emotional method, updating the curriculum, and incorporating the community aspect into their messaging. Also, it emerged from the review that brand awareness and brand identity were what the universities used. Further, it emerged that branding and organizational performance were significantly and positively correlated. Consequently, the recommendation is that tertiary institutions must improve upon their branding activities while strengthening their customer service activities in order to maximize organizational performance.