AYEOWUEKE, Soye Opuiyo
Use of Branding in Managing Reputation in Rivers State Bureau on Public Procurement
Abstract
This study examined the use of branding in managing the reputation of the Rivers State Bureau on Public Procurement. The study adopted a descriptive survey research design. Three research objectives and three research questions guided the study. The population of the study consisted of 49 management personnel and public relations or communication officers. A structured questionnaire titled “Questionnaire on Use of Branding in Managing Reputation” was used as instrument for data collection. Three experts validated the instrument while test-retest method was used to obtain the reliability coefficient index of 0.79. 49 copies of the questionnaire were retrieved and used for the study. Data collected were analyzed using mean scores and standard deviation to answer the research questions. The findings revealed that branding strategies positively influenced the reputation of the Bureau, while communication and public relations practices contributed significantly to enhancing the institution’s image and stakeholder trust. Descriptive findings further showed general agreement among respondents on the effectiveness of branding and communication activities within the Bureau. The study concluded that strong relationships exist among branding, communication, institutional reputation, and stakeholder trust, and that effective branding supported by consistent communication improves public confidence in the institution. Based on these findings, the study recommended that the Bureau should strengthen its branding strategies, improve communication channels, and maintain transparency in its operations in order to sustain public trust and enhance its institutional image.
