Abstract:
This qualitative study explores the perceived role that employees at the National Lotteries
Commission (NLC) played before, during and after the rebranding process which was
commissioned by the NLC board. The study also explores how employees acted as brand
ambassadors or champions in advocating the NLC post the rebranding phase. Data was
collected using semi-structured in-depth interviews with a sample of six NLC employees based
at the organisation’s head office in Pretoria. Thematic analysis and coding were used to analyse
the collected data.
The key findings of the study indicate that employees at NLC perceive their role during the
rebranding phase to be crucial and fundamental to the building and growth of the total brand
and that management should not ignore their views and side-line their participation. While
some level of engagement was done, the study also revealed that management at NLC could
have done more to engage and involve the employees in the entire rebranding process. It was
revealed that employees take pride in the NLC brand and are willing to play the role of brand
ambassadors who will voluntarily advocate the brand and relay positive messages about the
organisation and its services to all the stakeholders especially external ones. The findings
provide insight into employees’ perceptions regarding the rebranding process and add to an
already existing body of knowledge on similar studies, specifically in terms of organisations
that operate within the regulatory and funding sector.
With the NLC being the sole regulator of the National Lottery in the country, it became a
limitation to the development and growth of the brand as there was no room to benchmark
against other similar organisation. It is recommended that similar studies be conducted looking
at other international organisations that are state owned that operate within both the lottery
regulation and funding sector that have underwent similar or related rebranding processes.
