CORPORATE BRAND IDENTITY AND ORGANISATIONAL PERFORMANCE AMONG SELECTED HIGHER EDUCATIONAL INSTITUTIONS IN OGUN STATE

Corporate brand identity is of utmost importance to any institution and developing a strong brand identity is an essential part of any company's overall strategy for success in today's competitive marketplace. This study examined the impact of corporate brand identity on organisational performance among selected higher educational institutions in Ogun State, Nigeria. Corporate brand identity as being identified as a critical element that impacts the attitudes of stakeholder as well as their behavior which directly affects the overall performance. Various elements such as brand personality included in institutions brand identity has been established to improve their brand reputations in the mind of diverse stakeholders. The study utilized a quantitative method using questionnaire as data collection method. A total of 254 copies of questionnaire were administered in the selected institutions. Descriptive and inferential research methods: correlation and regression were used for analysis of the returned and valid copies of questionnaire completed by respondents. The results from the test of hypotheses showed that; there is a significant relationship between brand personality and customer satisfaction (Pearson R = .477**, Sig = 0.00, p ˂ .05); corporate visual identity significantly affect employees’ productivity (R2= .138, F=38.921, Beta = 37.1%, p ˂ .05); consistent communication significantly influence employees’ commitment (R2= .258, F= 84.889, Beta = 50.8%, p < .05); human resource initiatives have direct impact on service quality (R2= .130, F =36.557, Beta =36.1%, p< .05). Based on the result from the quantitative method, it showed that corporate brand identity has a significant impact on organizational performance. The study recommended that institutions should establishes a consistent and regulated communication procedure that will aid effective performance. Also, institutions should determine the most important corporate brand identity elements on which they should concentrate that will help gain competitive edge