Employee engagement in rebranding

Author

Violet Andoyo Otindo

Date of Award

2025

Document Type

Thesis

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Thrity Engineer

Second Supervisor/Advisor

Hesbon Owilla

Department

Graduate School of Media and Communications

Abstract

Corporate rebranding involves redefining an organization’s mission, vision, and values beyond changes to logos or taglines. Its success depends on active employee engagement, as employees play a critical role as brand ambassadors. The rebranding of the National Syndemic Diseases Control Council (NSDCC), formerly the National AIDS Control Council (NACC), illustrates the complexities of a government organization undergoing a strategic shift. The NSDCC expanded its focus from HIV control to addressing multiple syndemic diseases and related health factors. This study investigates employee engagement during rebranding the National AIDS Control Council (NACC) to the National Syndemic Diseases Control Council (NSDCC). This transition expanded the organization’s mandate beyond HIV and AIDS to encompass other syndemics. The transition presented challenges in aligning internal stakeholders with the new brand identity. Thus, the objectives of this study were to: - (i) examine the employee engagement strategies implemented by NSDCC during the rebranding process, (ii) describe the lessons learned in NSDCC employee engagement during the rebranding process, and (iii) propose solutions to enhance employee engagement during corporate organization rebranding. Using an explanatory sequential mixed-methods design, data were collected through a census survey of 244 employees and key informant interviews, analyzed via Statistical Package for Social Science (SPSS) and thematic analysis techniques. Quantitative data was presented as tables, pie charts, graphs, and percentages, while qualitative data included themes and verbatims. Findings revealed that while over 70% of employees were aware of the rebranding process, gaps in inclusivity and engagement were evident, with many employees preferring more interactive approaches and feeling excluded from decision-making. Key lessons emphasized the importance of clear communication, leadership visibility, and employee involvement as critical success factors. Despite some positive outcomes, such as improved collaboration and understanding of NSDCC’s expanded role, resource constraints and inconsistent communication limited overall effectiveness. The study underscores the need for more inclusive, participatory, and consistent engagement mechanisms, recommending strategies such as enhanced communication channels, leadership involvement, and regular evaluations to foster stronger employee alignment and satisfaction during organizational transitions

Recommended Citation

Violet Andoyo Otindo. (2025). Employee engagement: insights from the national syndemic diseases control council rebranding process (Unpublished thesis). Nairobi: Aga Khan University - Graduate School of Media and Communications.