Corporate Storytelling Tactics for Branding of Public Universities in Western Kenya

Abstract

As competition in higher education intensifies, university branding has attracted increasing scholarly attention. Corporate storytelling has emerged as a branding strategy through which universities communicate institutional identity, values and achievements through strategic narratives. However, limited empirical evidence exists on the corporate storytelling tactics used by public universities in Western Kenya for branding. This study examined the corporate storytelling tactics used by four public universities in Western Kenya as a branding strategy. An explanatory sequential mixed methods design was adopted. Quantitative data was collected using questionnaires administered to 135 departmental and sectional heads across the four universities. Qualitative data was obtained through in-depth interviews with communication professionals from the respective universities. Descriptive statistics and thematic analysis were used to analyze the quantitative and qualitative data, respectively. The study was underpinned by Erving Goffman’s Impression Management Theory and Walter Fisher’s Narrative Paradigm Theory. Four corporate storytelling tactics employed by public universities in Western Kenya: platform-based, achievement-based, strategic identity-aligned, and emotion-driven storytelling. However, their implementation was constrained by weak coordination, limited professional capacity and inadequate leadership support. The findings further showed stronger branding outcomes in brand awareness, credibility and differentiation, while reputation enhancement and long-term stakeholder loyalty were comparatively weaker. Corporate storytelling constitutes a strategic approach to university branding through which public universities in Western Kenya construct and present institutional identity. The study recommends that the Ministry of Education provide policy guidance on corporate storytelling within university branding and communication, while university management strengthens its implementation through resources, capacity building and coordinated communication practices.