The Impact Of Internal And External Communication Strategies On Corporate Rebranding Efforts: A Study Of Republic Bank Ghana Limited

Abstract

This study examined the impact of internal and external communication strategies on the corporate rebranding efforts of Republic Bank Ghana Limited. Adopting a qualitative research approach grounded in the interpretivist philosophy, the study employed a case study design to explore communication dynamics during the bank's transformation from HFC Bank. Through purposive sampling, 10 participants from the bank's Accra Head Office were selected based on their direct involvement in the rebranding process. Data was collected using semi-structured interviews and analysed through thematic analysis following Braun and Clarke's six-phase framework. The findings revealed that Republic Bank Ghana implemented sophisticated multi-channel communication systems combining traditional and digital platforms, integrated external campaigns across diverse media and leadership-driven initiatives featuring visible executive involvement. These communication efforts successfully enhanced employee comprehension of rebranding objectives, transformed staff into authentic brand ambassadors, and facilitated cultural integration around the new brand identity. However, the study also identified significant challenges including information overload and message saturation, resistance and skepticism from both internal and external stakeholders, and resource constraints that strained organizational capacity and coordination mechanisms. Based on these findings, the study recommended that financial institutions develop comprehensive communication frameworks integrating multiple channels as foundational rebranding elements, conduct thorough resource assessments with sophisticated coordination systems, and implement tailored communication approaches for diverse stakeholder groups.