INFLUENCE OF STRATEGIC REBRANDING ON PERFORMANCE SUSTAINABILITY OF COMMERCIAL BANKS IN KENYA

Purpose: The general objective of the study was establishing influence strategic rebranding on performance sustainability commercial banks. specifically focused brand identity, name, personality and element banks in Kenya.
 Methodology: anchored Customer-Based Brand Equity (CBBE) Theory, Planned Change Evolution Theory Social Judgement Theory. A descriptive survey research design adopted study. target population comprised a list that had undergone between 2015 2020. unit observation operational direct marketing participants comprising product managers, sales service promotional managers. Census approach employed. used both primary secondary data where five-point Likert scale questionnaire gathering while collection sheet to collect data. Both inferential statistics were employed analyzing collected with help SPSS Ms Excel. results displayed form tables figures. Prior data, pilot conducted one bank test reliability validity instrument.
 Findings: established such as identity positively significantly influences bank. name found but insignificantly imply increasing each variable one-unit an increase levels respective beta values.
 Unique contribution theory, practice policy: recommended Kenya enhance their aspects areas well since practices bears positive institutions.