Essays about: "perceived rebranding"

Found 4 essays containing the words perceived rebranding.

  1. 1. Rebranding of stereotypical food brands : How Nordic consumers perceive the product rebranding and its impact on brand equity

    University essay from Jönköping University

    Author : Joel Pettersson; Jesse Hannelius; [2021]
    Keywords : Product rebranding; food brands; stereotypes; brand equity; perceived rebranding; consumer; Nordics;

    Abstract : 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. READ MORE

  3. 2. Disrupting Heritage: A Qualitative Study of how Luxury Fashion Heritage Brands are Perceived by Brand Public Members During a Rebranding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johanna Orheim; Saga Bluhme; [2019]
    Keywords : Heritage Brands; Brand Publics; Evolutionary and Revolutionary Rebranding; Burberry; Gucci; Business and Economics;

    Abstract : The aim of this study was to determine in what manner a luxury fashion heritage brand can rebrand from the perspective of brand public members. In line with the relativist and social constructivist stance taken in this study, a netnography of posts and belonging comments on the Instagram accounts of this study’s two example companies, Burberry and Gucci, was conducted. READ MORE

  4. 3. The Effects of Repositioning as a process of Rebranding in terms of Brand Equity, Corporate Identity, and Brand Image : A case study on Lidl

    University essay from

    Author : David Stensson; Alexandra Strömberg; Johan Alfredsson; [2015]
    Keywords : Rebranding; Repositioning; Brand Equity; Corporate Identity; Brand Image; Lidl;

    Abstract : 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. READ MORE

  5. 4. Employee Rebranding : The case of Vivacom

    University essay from IHH, Marketing and Logistics

    Author : Denitsa Velikova; Georgina Todorova; [2012]
    Keywords : Corporate branding; corporate rebranding; employee branding; employee resistance; internal communication; internal marketing; psychological contract; service branding;

    Abstract : Problem: Rebranding in the services is a recent trend, which brings focus to the impor-tance of the employees in this process. Their attitudes, perceptions and views need to be considered by the management when creating the internal communication strategy related to the rebranding in order to direct the employees to the desired brand image. READ MORE