Corporate identity change in Ghana_ the employee factor in the identity change of the agricultural development bank

Abstract

The study examines corporate identity change and employee involvement in such change. A case study approach was used for the study. It interrogated employees’ involvement in the change agenda and how that impacted on the perception of the new identity of the Agricultural Development Bank. Using interviews and documents reviews, the study ascertained the accuracy of the new identity based on the understanding and agreement of management and employees. The study concluded that the bank changed its identity in order to change the perception of publics about the bank. In order to achieve this objective, the bank improved upon its systems, trained and employed personnel, standardized its working units and modified its logo among others to depict its new identity. Employees also expressed knowledge about the new identity but it was obvious communication and involvement of staff at the bank’s branches were inadequate. The study further demonstrates that effective management of corporate identity requires consistency in employee involvement in all aspects of the organizational identity.