A Study Of The Rebranding, Public Perception And Reputation Of The Lands Commission In Ghana

Abstract

This research investigated "A Study of the Rebranding, Public Perception and Reputation of the Lands Commission in Ghana." The primary goal was to critically evaluate the effectiveness of the Lands Commission’s rebranding effort in transforming stakeholder perceptions of its service delivery and integrity. The specific objectives were to: examine stakeholders' perception of service efficiency and accessibility; analyze the impact of the rebranding on public perception, reputation, and trust; and examine the role of stakeholder management and internal culture in the success or failure of the rebranding. The study employed a mixed-methods approach, utilizing structured Questionnaires (quantitative data) administered to 272 respondents and Interview Guides (qualitative data) with key stakeholders, including the General Public, Real Estate Professionals, Traditional Authorities, and Lands Commission Staff. Data analysis involved descriptive statistics (mean scores), ANOVA to compare perception differences across groups, and Regression Analysis to test the relationship between rebranding awareness and trust. Qualitative data was subjected to thematic analysis. The findings indicate that the rebranding achieved partial success in creating a positive visual identity and improving physical accessibility (high mean scores), yet it largely failed to improve operational efficiency (low mean scores for transaction speed). A statistically significant difference in efficiency perception was found across stakeholder groups (ANOVA). Crucially, the Regression Analysis confirmed that while communication boosts awareness, overall trust and integrity remain low, constrained by the persistence of covert corruption and low confidence in land title security. The qualitative analysis identified a pervasive perception of the change as "cosmetic" and highlighted the critical failure of Stakeholder Management, particularly the inadequate consultation with Traditional Authorities. The study concluded that the Lands Commission's new reputation is undermined by a significant gap between its communicated values and the stakeholders' lived experience of inefficiency and integrity failure. It is recommended that the Commission prioritize end-to-end digital integration, establish an integrity task force to eliminate covert corruption, and formalize the integration of Customary Land Secretariats to align its operations with its rebranding promise.