Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2017. / This thesis, through the lenses of technology acceptance theory, and considering the lack of online interactivity in service delivery, aimed at proposing a model of online business registration adoption for re-branding the government Department of Trade and Industry (DTI) Congo-Brazzaville. Task-Technology Fit (TTF) and Technology Acceptance Model (TAM) were the underpinning theories with which the study described the social phenomenon: online business registration adoption at DTI Congo-Brazzaville as branding tool. Arguably, in doctoral level, without underpinning theories, research conclusions look speculative. The use of theory to underpin this study was further motivated by its interpretative nature and the interplay between technical and non-technical factors which are involved in the process of technology adoption in service organisation. To come up with new engagement, and informed from successful implementation of DTI South Africa’s e-governance model, DTI Congo was used as case study; hence the country is known for being at the bottom of the pile when it comes to the ease of doing business ratings. Despite resultant benefits namely increased efficiency, effectiveness and improved service delivery that offer e-governance in making services nearer to citizens and easing the strenuous processes involved in manual operations, not all managers at the DTI Congo advocate the adoption of online business system. The problem is that insufficient advocacy of online business registration enforces the void of re-positioning the organisation vis-à-vis its internal customers (employees) as lean and innovative. The overall research question is: “how does the DTI Congo-Brazzaville intend to improve business registration using online business registration service as a branding tool”? The main objective therefore was to propose online service adoption re-branding and re-positioning DTI Congo-Brazzaville.