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Dissertations / Theses on the topic 'Brand and Rebranding'

Author: Grafiati
Published: 4 June 2021
Last updated: 2 February 2022

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1

Calisir, Melissa, Anni Lehtinen, and Frida Östberg. "Rebranding a century-old brand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12745.

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As customer segments age and technologies advance, many brands realize that they have to do something in order to survive and appeal to younger consumers. Oscar Jacobson, a brand that has existed since 1903, had experienced decreasing sales due to an aging customer base. A rebranding process was started when ownership of the company was shifted. The rebranding resulted in a renewed assortment, new concepts, ways of working with brand communication and adopting new communication tools. The purpose of this study is to examine what reasons underlie a company’s decision to rebrand, what strategies
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Nejedlá, Iveta. "Rebranding obchodní značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162236.

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This diploma thesis aims to monitor a process of rebranding on an example of the company EFKO-karton, s.r.o. At the beginning of the theoretical part, the basic terms of the issue are defined - brand, branding and rebranding, afterwards a general rebranding campaign framework is introduced along with it's attributes. Unsuccessful campaigns are briefly introduced. In a practical section of the thesis, the evaluation criteria are defined followed by detailed analysis of company's EFKO-karton, s.r.o. rebranding process with focus on the brand Igracek. To validate the success of the campaign from
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Bengtsson, Anna, and Ida Larsson. "Revolutionary Rebranding´s Impact on Brand Attitudeand Customer-Based Brand Equity among SwedishConsumers." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22930.

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Pettersson, Joel, and Jesse Hannelius. "Rebranding of stereotypical food brands : How Nordic consumers perceive the product rebranding and its impact on brand equity." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53111.

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Background and Purpose: The process of rebranding requires a lot of consideration and analysis in order to be successful. In 2020, a rebranding movement of stereotypical brands began in the USA, and the effects also transpired to the Nordics, leading to multiple brands in the food industry initiating a rapid rebranding process. However, due to its complex nature and the balancing act between different stakeholders, it raised the question whether rebranding was necessary from a business perspective. The purpose of this study is to investigate how consumers perceive the rebranding's of stereotyp
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Andreasson, Henric Lars, and Andreas Sjöberg. "Corporate rebranding inom dynamiska marknader : En komparativ studie i telekombranschen." Thesis, Linköpings universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-79186.

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Bakgrund: Corporate rebranding är ett relativt nytt fenomen som innebär att ett företag väljer att omdefiniera sitt varumärke på grund av förändringar inom företaget eller omgivningen. Men det är fortfarande relativt ostuderat och ingen studie behandlar den eventuella kopplingen med en dynamisk marknad. Syfte: Syftet med denna studie är att skapa en förståelse för hur fenomenet corporate rebranding fungerar inom en dynamisk marknad, där vi valt att utgå från telekombranschen som exempelmarknad. Metod: Studien har en hermeneutisk ansats med ett deduktivt angreppssätt för kopplingen mellan teori
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Belica, Michal. "Výzkum značky GE Money - rebranding a olympijská kampaň." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-5271.

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Wan, Ling, and Long Zeng. "Rebranding after Mergers and Acquisitions : The effect of product brand in corporate brand architecture." Thesis, Linköpings universitet, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-71162.

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Background: Recent years, M&As have increased sharply. Brand as one of the most precious assets has unavoidably been taken into consideration in these deals. Company can gain great benefit when handle acquired brand properly. Responding to rebranding issue, a clear designed rebranding strategy is considered a solution to deal with it, and brand architecture can be a useful tool to help adjusting the relationship between acquiring and acquired brand.  Aim: The purpose of this research is to explore how firms can strengthen its corporate brand after acquired a strong product brand through pr
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Bordas, Kata, and Linda Fägersten. "You get what you pay for : Improved brand equity through rebranding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179879.

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The purpose was to investigate how the retailer ICA could transfer its brand equity when rebranding its low price private label product Euroshopper. The study also had the intention to look at the outcome of the rebranding process through examining how customers’ brand perception and their behavior was influenced by the rebranding. What made it interesting to conduct this study was that there has been a lack in research that considers rebranding and the role of brand equity in such a process. Brand equity is a very important asset for companies, since it creates value for the customers that th
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Nyberg, Sara, John Örngård, and Max Hedlund. "Rebranding med företagsarvet i beaktning : en balansgång mellan tradition och innovation." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21988.

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I den allt mer föränderliga modeindustrin blir det vanligare att företag väljer att rebranda sig för att upprätthålla relevans på marknaden. Rebranding kan innebära allt från subtila visuella förändringar till mer omfattande processer som att ändra en hel företagsstrategi. Syftet med rebranding är att öka brand equity men resultatet kan bli det motsatta om processen inte utförs på rätt sätt. Eton är ett svenskt marknadsledande skjortföretag som grundades 1928 i Gånghester utanför Borås. I denna studie undersöks hur Eton genom rebranding har lyckats hålla sig relevanta samtidigt som dem tagit v
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Kjellin, Gustav. "A Case Study Exploring the Most Important Factors in Firm Rebranding." Thesis, KTH, Industriell Management, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-246754.

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A growing use of mergers and acquisitions as a growth strategy has led to what is often referred to as “brand accumulation”, describing a situation in which a parent firm finds itself having acquired firms to the extent that the number of brands under management exceeds the capability of the firm. This, coupled with a generational shift in the workforce that has increased the demands on brand equity amongst potential employees, has increased the need for successful firm rebrandings. Today, many rebranding efforts fail, and this paper attempts to highlight the most important factors affecting a
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Gasslander, Fredrik, David Olsen, and Viktor Tjernström. "Färghandlarens nya färg. : En studie kring implementeringsprocessen av rebranding för en franchisetagare." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45287.

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Sammanfattning Bakgrund och Problem: Varumärkesarbete i företag har under senare år blivit av allt större vikt där insikter kring företags aktiviteter och omdöme har fått större utrymme och inflytande ut mot marknadens aktörer och deras val och interaktioner. Det händer ibland att ett företag helt byter varumärke, detta som fenomen kallas rebranding. Genom denna rebrandingprocess finns det flera kritiska moment vid implementeringen av det nya varumärket. Denna problematik har vi valt att studera med färgfackhandeln Happy Homes som studieobjekt och hur detta varumärkesarbete ut mot Växjö Färg &
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Lundgren, Tintin, and Anna Mossberg. "Rebrandingprocessen i ett småföretag : En fallstudie av ett svenskttextilföretag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14665.

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I takt med teknologisk utveckling och alltmer homogena produkter ökar konkurrensen mellan företag. Företag satsar på att bygga ett starkt varumärke eftersom detta kan bidra till differentiering samt konkurrenskraft. En alltmer förekommande marknadsföringsstrategi som används i syfte för att öka ett bolags relevans är så kallad rebranding. Detta kan innebära förändringar såsom ny grafisk profil eller bearbetning av företagets värderingar. Att genomgå en rebranding är en riskfylld process där många verksamheter misslyckas eftersom det krävs mycket tid och resurser, och där framgången ligger i mo
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Gaskill, Meghan Lynne. "Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts." Thesis, Virginia Tech, 2020. http://hdl.handle.net/10919/96398.

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This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also d
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Nováková, Vendula. "Brand management značky "ZON" na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113508.

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The thesis deals with the issue of brand management and brand value. Theory is applied to the example of the brand ZON, a company from Trebic producing lemonades. In the first part, the thesis is dealing with theoretical approaches to the brand management, especially the theory of David A. Aaker and Kevin Lane Keller. In the case study theory is applied to the example of lemonade company ZON. Present company identity and positioning is introduced and a current image of the brand is researched among its consumers. Finally the thesis evaluates present brand strategy and suggests changes to impro
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Bedrossian, Varti, Linn Karlsson, and Gabriella Yngvesson. "Motivationsfaktorer till rebranding : en fallstudie av ett second hand företag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23447.

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Rebranding har idag blivit en vanligt förekommande marknadsföringsstrategi som många företag använder sig av. Rebranding syftar till att öka en organisations relevans genom att göra en förändring i organisationens identitet eller ett försök att ändra uppfattningen om varumärket hos externa intressenter. Det är ett långsiktigt mål och innebär inte bara förändring av organisationens visuella identitet, utan också förändring inom organisationen. Det har gjorts mycket forskning kring utformandet av rebrandingprocessen och vad rebranding har förpåverkan på varumärken. Dock har det gjorts väldigt li
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Mileu, Ana Rita Dias Gonçalves. "Os efeitos do rebranding no capital da marca da Mcdonald’s, em Portugal." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19639.

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Mestrado em Marketing<br>A presente investigação tem como propósito analisar o impacto do rebranding da McDonald's no capital da marca e nos seus constructos, bem como identificar potenciais efeitos. Na dissertação é utilizada uma estratégia de investigação case-study, num horizonte temporal cross-sectional. A abordagem metodológica integra unicamente métodos quantitativos. O processo de recolha de dados primários foi feito através de questionários online à população cliente e não cliente McDonald's. Os resultados demonstraram que, em termos globais, o processo de rebranding impactou positivam
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Isanovic, Lejla, and Olivia Rotkirch. "Rebranding - A Possibility without Risk? : A Case Study of Circle K." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-148177.

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Background: The number of acquisitions is continuously increasing andthey are often an important source for competitive advantage. Meanwhile, acquisitions can be a hazardous investment and many do not succeed in creating the expected value. When seeking value creation, corporations can occasionally rebrand in the company. However, the challenges associated with corporate rebranding are sometimes inevitable. Therefore, a developed understanding of the challenges associated with corporate rebranding is required by investigation. Purpose: The purpose of the research is to investigate the corporat
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Rigacci, Zeña Natalia Fernanda. "Identificación del proceso de rebranding en la consolidación de lovemarks del rubro cervecero peruano." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653067.

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En la presente investigación se propuso como objetivo analizar las funciones del rebranding en el desarrollo de la consolidación de las lovemarks de cervezas peruanas Pilsen Callao y Cusqueña. Para ello, se planteó la hipótesis de que el proceso de rebranding contribuye en la consolidación de las lovemarks de las cervezas peruanas mencionadas. El enfoque de esta investigación fue cualitativo, tuvo un alcance descriptivo, el diseño fue no experimental del tipo transversal. La selección de muestra, fue un muestreo no probabilístico por conveniencia, y las técnicas que se usaron para es
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Kim, Mi-son. "Parties without brand names: the causes and consequences of party relabeling." Diss., University of Iowa, 2015. https://ir.uiowa.edu/etd/1863.

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The dissertation explores the causes of party relabeling by focusing on four party systems: South Korea, France, Taiwan and the United States. The existing literature on political parties considers one of their primary functions to be providing a brand name. As a result, party name change has been viewed as an anomaly caused by internal and external shocks that disturb the status quo equilibrium or a phenomenon symptomatic of unstable, weakly institutionalized party systems. However, party name changes are not as rare as assumed in the existing literature. Therefore, my dissertation addresses
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Lundquist, Malin, and Linnea Hedeborg. "Vinna eller försvinna : En kvalitativ fallstudie om Hemtex nya visuella identitet." Thesis, Mittuniversitetet, Institutionen för informationsteknologi och medier, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-13684.

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Studien visar att Hemtex visuella identitet kommunicerar det nya varumärket på ett sätt som motsvarar den ambition Hemtex satt upp. Då Hemtex har genomgått en revolutionär förändring av sitt varumärke tenderar det dock att påverka uppfattningen av den visuella identiteten. Detta innebär i sin tur att det har uppstått ett glapp mellan Hemtex identitet och image.<br>The study shows that Hemtex visual identity is communicating the brand in a way that satisfies Hemtex’s ambition. Since Hemtex has gone through a revolutionary rebraning of the brand it tend affect the understanding of the visual ide
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Šeda, Marek. "Využití brandingu v marketingové komunikaci společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-254258.

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The diploma thesis deals with an area of rebranding and brand management in a chosen company. The theory section describes the characteristics of the brand concept and its related terms. The practical part focuses on analysis of the current situation of marketing communications and brand management within the company. Based on this analysis, the recommendations are proposed to help resolve the current issues in the analysed organisation.
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Hellström, Björn, and Lina Stenström. "Från Colosseum till Allianz Arena : En explorativ studie om processen att förändra ett företags grafiska profil." Thesis, Södertörn University College, School of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3595.

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<p>The strategy when you change the visual part of the brand identity is often referred to as Corporate rebranding and is seen as a good way to show that a company has undergone a change. Despite high risks and high costs, this strategy has become more common and there are companies today who make the choice to change an already well-known graphic profile. This phenomenon is what underlies this essay’s problem statement: Why does a company with an already well-known graphic profile choose to change it and how does the process behind the change occur? In what way have the company’s customers re
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Uusitalo, Matilda, and Ellen Trankell. "En omprofilering av ett väletablerat varumärke genom påverkarmarknadsföring : En fallstudie om Baum und Pferdgarten A/S." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21885.

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Studiens syfte är att utifrån ett marknadsföringsperspektiv analysera hur ett väletablerat premiumvarumärkes omprofilering kan samverka med fenomenet påverkarmarknadsföring. Analysen ska belysa hur en sådan samverkan kan utformas för att skapa konkurrenskraftighet på marknaden, samt undersöka dess möjligheter och risker. Metod: Studien är av kvalitativ karaktär och utfördes med en induktiv ansats genom en fallstudie. Primärdata samlades in utifrån sex stycken semistrukturerade intervjuer och kompletterades sedan med sekundärdata. Det empiriska materialet analyserades genom tematisering för att
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Lopes, João Pedro Vieira. "Explorando as percepções sobre o impacto da marca nas operações da organização, em business-to-business- Estudo de um processo de rebranding numa agência de marketing." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/4309.

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Mestrado em Marketing<br>Esta dissertação procura analisar, tendo em conta as percepções dos seus colaboradores, a forma como a marca influencia as operações de uma agência de marketing, na sequência de um processo de rebranding. Este estudo exploratório foi realizado através do método de estudo de caso, aplicado numa agência de marketing, na qual foram realizadas entrevistas aos seus colaboradores. Como resultado concluiu-se que a marca teve impacto nas operações da empresa, na medida em que o rebranding fez variar as associações à mesma. O processo rebranding trouxe novos pontos de contacto
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Vojta, Jan. "Architektura 3M značek a práce s nimi, case study 3M – z pohledu B2B, interních specialistů a marketérů." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359869.

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Brand portfolios of multinational firm are a complex organism which is managed by headquarter of organization, in particular by the brands architecture and rebranding. The distributors create a direct feedback relationship from the market and they significantly influence any success of brands. The specific work of marketing personnel with brands is thus influenced by many stakeholders on the market and, in consequence, the specific work becomes a complex marketing activity. This master thesis is concerned with the architecture of the specific portfolio of 3M and the work with its brands. The a
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Dang, Jens, and Samuel Boding. "Herre på täppan! : Företagets möjlighet att bibehålla kontroll av extern kommunikation på sociala digitala plattformar vid en corporate rebranding." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41314.

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Purpose: The purpose of this research is to contribute to a better understanding of the company's ability to communicate the message of a Corporate Rebranding. This is by examining the strategic implications that influence the control of communication on Social Digital Platforms during the implementation of a corporate rebranding. Method: This research study may be called a multidisciplinary study and is based on an abductive approach. It is written with a qualitative research strategy with a hermeneutic approach. Theoretical frame of reference: Model of Corporate Rebranding, compilation of pr
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Alsén, Amalia, and Sofia Engström. "Ut med det gamla, in med det nya! : En omprofilerings framgångsfaktorer vid ett samarbete mellan företag och byrå." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30453.

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More intense competition has meant that companies have to take new measures to cope on the modern market. Therefore, many companies choose to change their brand in some way. This is called rebranding and is however a risky process. To reduce the risk companies can hire external parties in form of design agencies. The purpose of this study is to investigate which factors that are required to achieve a successful rebranding, when carried out in collaboration with an external agency. The study will do so by asking the question "What are the success factors of a rebranding when carried out in coll
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Žeimys, Šarūnas. "Korporatyvinio prekės ženklo kaita: “Omnitel” atvejis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120618_171923-48741.

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Baigiamojo darbo tikslas. Išanalizavus UAB „Omnitel“ prekės ženklo kaitą, pasiūlyti korporatyvinio prekės ženklo keitimo bei komunikacijos modelius Pagrindinių darbo dalių trumpas turinys. Teorinėje darbo dalyje analizuojamas vizualinis identitetas bei korporatyvinis prekės ženklas, jo samprata, skirstymas, pateikti valdymo modeliai bei keitimo priežastys. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai apie „Omnitel“ korporatyvinio prekės ženklo keitimą, tyrimo metu buvo atlikta dokumentų analizė ir anketinė apklausa. Projektinėje darbo dalyje suformuluoti tok
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Olsén, Emma. "Redesign of a website and visual brand language : Development of a new website and graphic profile for an energy efficiency company." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-83074.

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The project that is presented in this report is the result of a master thesis for the Industrial Design Engineering programme at Luleå University of Technology. The project was conducted towards and together with the company Leosol during the fall of 2020.  For the past couple of years, Leosol has invested time and money into online advertisement. Their advertisement generates a greater visit flow onto their website; however, it rarely produces any bookings of their services. Leosol wants to increase the number of bookings done through their website. This master thesis is conducted to contribu
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Chen, Yu-Na, and 陳玉娜. "The Effects of Rebranding on Brand Equity." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/4b9avh.

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碩士<br>國立彰化師範大學<br>企業管理學系行銷與流通管理碩士班<br>105<br>This study aims to explore the effects of rebranding on brand equity. In order to compare the difference of effects between different types of rebranding, the purposes are divided into exploring the effects of different types of rebranding on brand equity and the effects of different types of rebranding on the dimension of brand equity. There are four categories of rebranding, includes repositioning, renaming, redesigning and recommunicating. The brand equity was classified by Schivinski and Dabrowski. The dimensions follow Aaker and Keller’s CBBE f
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Faria, Rita Meireles Alves Tamagnini. "How rebranding affects the brand equity of a private label brand." Master's thesis, 2018. http://hdl.handle.net/10071/18101.

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Private label brands have evolved from being “unbranded” alternatives to receiving significant branding attention, as was the case of SONAE MC’s brand Continente. After identifying the need to create a coherent image that catered the needs of its brand tiers and generated emotional attachment with the consumers, Continente underwent a rebranding process to update its image. Rebranding exercises require considerable investments and may jeopardize previous perceptions of the brand. Thus, they should be monitored and evaluated. The purpose of this study is, therefore, to understand the effe
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CHANG, SHIH-CHI, and 張絲祺. "The Effects of Brand Attitude and Brand Attachment on Brand Equity—Rebranding as Moderators." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/369pt8.

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碩士<br>朝陽科技大學<br>企業管理系<br>106<br>Brand aging has always been a problem that many companies face in their operations.Companies must find the way to re-attract consumers through rebranding. This research focuses on the influence of the post-rebranding attitude and attachment to the initial brand on the post-rebranding perceived quality and brand loyalty by two different rebranding strategies. The research object is Who 's tea PLUS consumers which represent the research object of evolutionary rebranding strategy, and Lihpao Land consumers which represent revolutionary rebranding strategy. This stu
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Abrantes, Filipa Valentim. "Caso de estudo: rebranding edp 2011." Master's thesis, 2013. http://hdl.handle.net/10071/6422.

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Classificação: M10 - Business Administration General; M31- Marketing<br>Desde o ano 2006 que todos os consumidores portugueses podem escolher o seu fornecedor de energia elétrica. Nesta etapa, a concorrência adota uma estratégia agressiva em termos comerciais e promocionais no mercado nacional da energia, que até então era monopolizado pela EDP- Energias de Portugal. A inovação, diferenciação e comunicação tornaram-se fatores cruciais para competir neste mercado, juntamente com a criação de uma relação emocional entre a marca e os clientes, através do desenvolvimento de estratégias que otimiz
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Tormová, Monika. "Rebranding of people management forum." Master's thesis, 2013. http://hdl.handle.net/10071/8030.

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JEL Classification System: M31, M54<br>Rebranding has become an essential topic for many organizations through the world. Thanks to the changing environment, various organizations need to adapt their image to nowadays globalized world. In case of Eastern European countries many issues with cooperation among employers and their staff has arose after 1990. Thus, human re-sources management has become critical for success of any organization. This case study is focused on both topics mentioned above. Itsketches out the situation in the Czech Republic and describes the current status of
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Remédios, Francisca Maria Pacheco Pinto. "Effects of rebranding on brand equity – Pestana Hotel Group." Master's thesis, 2016. http://hdl.handle.net/10071/14038.

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Corporate rebranding has been an increasing practice among several businesses and organizations that want to increase market share and capital returns. This study explores those kind of marketing strategies especially in the hotel industry. The aim of this investigation is to understand the effects of Pestana Hotel Group rebranding on brand equity constructs and realize if there was significant improvements on brand experience, brand loyalty, brand awareness, and perceived quality. The assessment focus on logo‟s change and it based on public‟s perspective. The results revealed not only a signi
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Moloko, Katse Rodney. "Drivers of corporate rebranding in the telecommunications industry in South Africa and the impact on brand equity." Thesis, 2014. http://hdl.handle.net/10539/15119.

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Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.<br>In the last two decades, South Africa has witnessed a series of reforms in the telecommunications industry, including the corporate rebranding efforts undertaken by major telecommunications corporates. In April 2011, Vodacom, following the increase in ownership in 2009 by Vodafone, launched its new image. With the corporate rebranding, Vodacom kept its name, but effected changes to the logo, slogan and colour scheme. The rationale f
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Banha, Diogo Vicente de Andrade. "Uber’s rebranding : the effects on Generation Y’s brand perception : case study." Master's thesis, 2017. http://hdl.handle.net/10400.14/23596.

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Nowadays, time scarcity affects all consumers. In fact, time is one of the most important commodities and brands have come across with a generation with unique traits: Generation Y. Brands were forced to adapt to the current landscape shaped by this generation: higher levels of impatience, more intricate consumption patterns and higher skepticism towards traditional marketing strategies than previous generations. Furthermore, brands had to reconsider their strategies to efficiently communicate and influence consumers, keeping in mind that any subtle change can generate a positive or negative r
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Chang, Yu-Chen, and 張育甄. "Hundred Years of Glory: A Study on Old Bakery Brand Image and Rebranding." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/12781467346700722182.

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碩士<br>朝陽科技大學<br>設計研究所<br>97<br>In recent years, branding attaches much more importance in the industry of Taiwan. From book market, piled with brand building and brand marketing books, we can see how enthusiastically the industry in Taiwan value branding. Along with the overseas successful experiences, marketing strategies or branding methods were introduced into our industry. In Taiwan, we have hundred years of old brands with very high cultural value, however the image shaping of these old brands with local identification are very different from those overseas experiences. In this concern, t
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YANG, SHANG-YUN, and 楊尚勻. "The Impact of Degree of Ad-Brand Incongruity in Building Attitudes of Rebranding." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/33818416433613114489.

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碩士<br>國立臺北大學<br>企業管理學系<br>104<br>Recent years have seen increased attention being given to impacts of corporate rebranding strategy on consumers’ attitude structure in empirical research. Based on schema theory, advertising rhetoric and naïve dialecticism, this article contribute to research on using incongruent communication to do rebranding to explore consumer responses and brand attitude formation across different degrees of ad-brand incongruity and cultures. Two studies show the inferiority of extreme incongruity on ad recall and consumers form less favorable attitude toward the ad (Aad) a
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Alves, Mariana Jares. "Rebranding: quando é necessário?: um estudo de caso." Master's thesis, 2016. http://hdl.handle.net/1822/58728.

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Relatório de estágio de mestrado em Ciências da Comunicação (área de especialização em Audiovisual e Multimédia)<br>De acordo com a unidade curricular de estágio, no 2º ciclo do mestrado em Ciências da Comunicação com especialização em Audiovisual e Multimédia, minha formação foi feita dentro da ‘startup’ Explicas-me?. Esta empresa desenvolveu uma plataforma online que reúne alunos e explicadores afim de facilitar o contato para explicações presenciais ou online. Assim sendo, este relatório pretende desenvolver um estudo de caso através de uma abordagem qualitativa em que o foco principa
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Stensson, David, Alexandra Strömberg, and Johan Alfredsson. "The Effects of Repositioning as a process of Rebranding in terms of Brand Equity, Corporate Identity, and Brand Image : A case study on Lidl." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26690.

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Background:                 Brands are associated with certain elements, including name, logo and slogan. Being understood as major parts of all brands, changing these would be considered as a vital event. The term ‘rebranding’ is an umbrella term for describing the three following processes; changing name, changing the aesthetics of the brand, and/or repositioning. Although rebranding often results in success, the process of rebranding is challenging and risky, and it is important for firms to understand the main opportunities as well as the main barriers in order for the rebranding process t
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Rato, Inês Brito. "The impact of a rebranding in Continente’s private label." Master's thesis, 2018. http://hdl.handle.net/10400.14/25986.

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Since the birth of Sonae MC, in 1985, the opening of Continente first supermarket and the creation of their private label in 1991, the brand suffered four rebranding. In 2017, to celebrate the 25th anniversary of the private label, Continente decided to change the image and communication of the products, with the purpose of increasing the perception of the quality and keep their position as market leaders in the sector. By focusing in the last rebranding, the aim of this study is to analyze the strategies used during the process, as the challenges faced. To do it, a market research was conduc
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Ofori, Dominic Mamimilian. "Rebuilding the Catholic Brand in America: An Isocratean Perspective." 2016. http://digital.library.duq.edu/u?/etd,197183.

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This dissertation attempts to rebuild the American Catholic brand fractured by the priests' sexual abuse scandals, using Isocrates' theory of self-defense and self-representation as found in his Antidosis. The work conceptualizes the Catholic Church as a brand because it is a religious organization with an army of followers, is well-known, and is an indisputable leader in the provision of education, healthcare, and social welfare, thereby playing an important role in the socio-cultural consciousness of many Americans. Built over centuries of service to its members and the country, the Catholic
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Fernandes, Solange Helena Robalo. "O processo de rebranding em companhias aéreas: proposta de estudo para a TACV." Master's thesis, 2017. http://hdl.handle.net/10437/8324.

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Orientação: José Manuel Ivo Carvalho Vicente<br>Esta investigação tem como objetivo, tendo por base uma pesquisa bibliográfica, desenvolver um estudo de Rebranding para as Companhias Aéreas, mais especificamente, para os Transportes Aéreos de Cabo Verde (TACV). Este estudo descritivo, tem como objetivo geral reconhecer os elementos intervenientes no setor do transporte aéreo e perceber as suas relações de interdependência através das técnicas e modelos de análise, identificar, classificar e compreender os fatores relevantes para as decisões estratégicas. Como objetivos específicos procura-se
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Capelo, Ana Rita Ferreira. "Relatório de estágio na Fashion Studio e Projecto de Rebranding Mama Africa." Master's thesis, 2017. http://hdl.handle.net/10400.6/6623.

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O presente Relatório pretende relatar a experiência profissional da aluna Rita Capelo, durante o período de estágio decorrido na empresa FASHION STUDIO, entre Setembro de 2016 e Março de 2017, demonstrando de que forma foram aplicados os conhecimentos adquiridos no Mestrado em Branding e Design de Moda. Nele é apresentado o percurso da aluna na empresa, que culminou no desenvolvimento de um projecto, proposto pela própria entidade de acolhimento, que consistiu no Rebranding da marca MAMA AFRICA. As marcas têm vindo cada vez mais a desenvolver um papel fundamental na sociedade. A sua constante
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Micco, Martina Di. "Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?" Master's thesis, 2021. http://hdl.handle.net/10362/123160.

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Gucci is one of the most famous Italian luxury fashion brands, which in the last five years saw an exponential increase in its revenues because of the new rebranding. However, despite the rise in profitability, sales and interest for the brand have been slowing down during the last year. This Work Project aims to investigate if the present brand strategy could still sustain the brand in the middle term future. The research methodology focused on qualitative in-depth interviews with luxury consumers and luxury experts. Insights on future strategies for the brand are proposed at the end o
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Magriço, Pedro Maria Aires. "Danone : let’s rebrand DanUp : enhancing brand-consumer personality congruence." Master's thesis, 2013. http://hdl.handle.net/10400.14/16851.

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In light of profound changes shaping the Portuguese dairy market and Danone’s overall worsening performance, this Case Study assesses the visual rebranding strategy of DanUp and the impact of its new packaging design on the brand’s equity. Using extensive secondary data collected from Danone and an in-depth interview to one of the company’s brand managers, we first examine the yogurt industry’s growing competitive landscape and the key drivers affecting its structure. Next, we focus on DanUp’s new brand architecture, whose foundation rests on developing a brand personality congruent with
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Rodriguez, Christopher Apolo, and 羅瑞杰. "Macy’s Rebranding Itself as America’s Department Store for the 21st Century: Review of Macy’s Branding Strategies to Increase Its Brand Value." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/23gvax.

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碩士<br>逢甲大學<br>國際經營管理碩士學位學程<br>104<br>Macy’s Department Stores was founded in New York City over 150 years ago. It is still famous for its Thanksgiving Day parade, and being featured in the classic 1946 Christmas movie “It’s a wonderful Life”. As the US consumer Market rapidly changes, the Department Store sector has been negatively affected. In a rebranding attempt in 2005, Macy’s now is referred to as “America’s Department Store”. Have Macy’s reinvention strategies increased its overall brand value to its customers and the industry in the past decade? Will Macy’s strategies serve as a templat
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Freire, Mariana Torgal da Cunha. "Queijos Santiago : a case about rebranding through social media versus point-of-sale marketing." Master's thesis, 2016. http://hdl.handle.net/10400.14/20719.

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Cheese is one of the biggest markets and one of the most consumed segments in Portugal, with consumption by almost 100% of Portuguese families. Nevertheless since the economic crisis the market has been fully concentrated on price promotions, with company’s only being able to grow through this path. Queijos Santiago is Portuguese Cheese Company with almost 100 years in the cheese making process and the market leader in the fresh cheese segment. Throughout its existence, this company has been completely focused on production and has never invested in marketing actions to its consumers. W
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Houssein, Samer. "Växjö Lakers : Conversation About Co-branding & Brand Identity Redesign." Thesis, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-49897.

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This project is a simulation of the redesign of Växjö Lakers ice hockey club brand identity. A conversation about Co-branding and participatory design to include fans and people in general to take part in designing the brand identity of the club they support. My role as designer is to test, examine and analyse to come up with design methods and tools (Create your own logo website) that will enable fans and everyone to design their own version of the Växjö Lakers identity. In order to connect and create a bridge between club and fans that are willing to take part in such project, this will resu
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