Investigating the Impact of Business Re-branding to the Customer

Satisfaction

Chapter 1
Introduction

Corporate brands represent the ownership, symbols affiliated with value, image boosting tools, and
means by which to build singular personalities, and a channel by which satisfying experiences
customer. Nowadays, companies altering their brand names, logo, slogan, color and packaging are
regularly described in the business journalists but this miracle has as yet received little educational
attention. Some corporates change their only logo or slogan and some companies change their color
or name when need. A corporate sort is the visual, verbal along with behavioral articulation of an
organization’s only one of its kind subject model (Abratt and Kleyn, 2012).
The term “rebrand” is invent of two known words re and brand. Re mean “again” or “Anew”, implying
that effect is done at more than one time. An old definition of brand is a term, name, design and
symbol or a mixture of them studied to recognize products or services of single seller or a set of
sellers and to discriminate them from those of challengers. A feasible description of rebranding is an
invent of new product name, term, brand symbol, product design or a mixture of them for a creating
brand with the objectives creating a new value in the market prospective (Muzellec, 2006).
Rebranding has become wide extensive all over the world though it challenges and standard
marketing practice. Reshape or changing some or whole of an organization’s brand elements defies
normal marketing practice which is sustaining the brand stability. With quickly build and changing in
the customer behavior, the need for defining rebranding plans comprehensively. It gave an
organization a competitive edge as well. Important parts of the brand are rebranding in an attempt to
reshape the brand as a completely. Usually, the logo, packaging, along with property are altered or
else improved when a corporate rebrand.
These are considering important factors which affect the company brand. Brand equity and customer
satisfaction, major of your brand, rebranding and repositioning is damage your brand equity and
customer desire (Stuart, 2003). The inevitably prevalent routine with regards to item rebranding
expels one brand name (the underlying brand name) and replaces that name with another
(substitution mark name) for an item, regardless of whether a decent or administration but
rebranding has two empirical study the first one is co-branding it is not a necessary when effecting a
changeover. The second one is recognizing the attributes the substitution mark name ought to need
to make it more satisfactory to buyers close fit with the item, more grounded mark value than the
underlying brand name. Rebranding is completely generating new snapshot and value in customer’s
mind and creating a latest name, logo, slogan, design, color, and tagline to maintain brand image and
customer loyalty. Rebranding is a very important strategy to be successful and gain the values of
brand. Marketers examine rebranding as a successful way to reenergize the obsolete brand and
examining rebranding is the solution to face market and corporate challenges to overcome
(Petburikul, 2009).
Current rebranding can take diverse structures and should not exclusively be constrained to the
difference in a name. At the point when buyer observations, demeanors and practices are changed
because of an adjustment in a brand that prompts a positive market development, rebranding could
be said to have occurred. The extent of such changes could be as minor as slight changes to the
organization's illustrations and logo or as major as an all-out name change. Changing any of the visual
brand components like logo and color can essentially be named as rebranding. This should be possible
through publicizing, bundling plan, corporate stationery and writing, staff regalia, uniform of vehicles
or the corporate character and trademark. By propelling different advertising projects, for example,
incorporated showcasing interchanges, advertisers plan to make new brand affiliations and incite
customers “purchase expectations (Singh et al., 2012).

Research Objectives
This Research aims to:
1. To determine the impact of rebranding upon the company sales with in terms of
customers satisfaction.
 2. To assess the profit and losses upon the rebranding of the product.
3. To see the effect of the rebranding in the future investors
Significance of the Study
The study aims to yield important empirical data which would serve as tools for self-evaluation of the
following beneficiaries:
Students - The result of this study will enable students  to  identify what they need to learn,  find and
use online resources, apply the information on the problem at hand, and even assess the feedback
they receive as a part of this research.
Customers- To assess if the new name of the product will be click on them
Company Owners- To evaluate the right brand name of the product on which will increase the sale of
the company
Future Researchers - The result of the study can also help them generate new findings in terms of
theoretical contributions to enrich the existing literature.
Scope and Limitation
The aim of this study was to determine Investigating the impact of business rebranding on the
customers satisfaction
 The study covered (you will base on the theory)
 Chapter 2

Investigating the Impact of Business Re-branding to the

Research
Authors Title Summary Method Result

 Basit Ali Investigating the This paper aims to investigate the Survey The results were
 Muhammad impact of corporate impact of corporate re branding on Resarch analyzed through factor
Nazam re branding on customer satisfaction in the Design and regression analysis
 Rana Shadid customers selected study area. The objective using SPSS software with
 Imdad Akash satisfaction: was to attain a good understanding five-point Likert scale.
 Kashif Empirical evidence of customer satisfaction after re Furthermore, the results
Hashhim from the beverage branding. This paper develops a of this research suggest
 Sajjad Baig industry. corporate re branding framework that companies should
in the context of the beverage examine the impact of
industry. A practical case study in corporate re branding
the beverage sector is piloted to first then enhance the
check the practicability of the sustainable customer
suggested methodology. This study satisfaction. The results
sets out to recognize the impact of of study also suggested
corporate re branding (name, logo, that if a company is
slogan, color, and packaging) on marketing the product
customer satisfaction. Therefore, continuously and is
the study was conducted in three being dislike by the
major cities of Pakistan namely customer, then it can
Faisalabad, Lahore and Islamabad. rebrand, put something
in a new place,
modification colors,
present different
logos, bring and do what
it will.

 Setaini Titi THE EFFECT ON NE Media companies are growing Quantitative This study shows a
 Antoni, IDENTITY, NEW rapidly, along with technological Research significant relationship
Sujoko Anang IMAGE, AND advances, where the success between corporate re
REPOSITING AS A of a media must be supported by branding to brand
PROCESS OF brand management. This study equity. Then, new
REBRANDING examines corporate identity with brand
TOWARD BRAND Re branding by changing name, association, new image
LOYALTY, BRAND logo and slogan in influencing with brand association,
ASSOCIATIONS, brand equity in media repositioning with brand
PERCIEVED QUALITY companies. Not only to measure association, new identity
AS PART OF BRAND the concepts of corporate with perceived quality,
QUALITY rebranding and brand equity, the new image with
study also examines the perceived quality,
relationships between indicators repositioning with brand
 that are used as variables, namely loyalty, and new identity
new identity with brand with brand loyalty.
association, new image with brand
association, new image with
perceived quality, new image with
brand loyalty, repositioning with
brand association,
repositioning with perceived
quality and repositioning with
brand loyalty.
 Caroline Club Membership Member-owned organizations Qualitative This research illustrates
Pwela Satisfaction and involved in a wide range of Research that a re branding
Commitment: Does community-based activities are an exercise can be used to
Re branding important aspect of our social enhance the ‘image’ of
Matter? fabric. However, research exploring the organization to
the drivers of member external public s.
satisfaction and commitment Furthermore, confirming
specific to these professionally and existing literature
socially oriented (Sweeney and
organizations is limited. Few Swait, 2008), branding
studies have been devoted to efforts also provide
achieving a greater understanding positive outcomes in
of this important aspect of terms of increased
membership management. membership value and
subsequently the degree
of satisfaction with, and
commitment to, the
organization. Research
involving other interest-
based communities
highlights the
importance of member
satisfaction and
commitment as
antecedents of loyalty,
but there are other
important benefits
revealed, including
positive word-of-mouth,
recommendations and
advocacy.
 Bylon Abeeku The effects of The study examined whether or not Survey The study identified
Bamfo corporate re the re branding activities in the Research that, re branding had no
 Courage branding on Ghanaian banking industry, had any Design statistically significant
Simon Kofi customer influence on customers’ perception effect on perceived
Dogbe satisfaction and on service quality, their level of service quality, customer
 Charles Osei- loyalty: Empirical satisfaction and their level of satisfaction and 0-]\
Wusu evidence from the loyalty. These relationships were customer loyalty. Re
Ghanaian banking ascertained by running a branding had no
industry moderation and linear regression moderating effect on the
analyses. The study identified that, relationship between
 re branding had no statistically service quality and
significant effect on perceived customer satisfaction. It
service quality, customer also had no moderating
satisfaction and customer loyalty, effect on the
in the Ghanaian banking industry relationship between
service quality and
customer loyalty. And
finally, re branding did
not have a moderating
effect on the
relationship between
customer satisfaction
and customer loyalty.
Service quality on the
other hand, had a direct
positive effect on
customer satisfaction
and customer loyalty.
Customer satisfaction
also had a direct positive
effect on customer
loyalty.
 John M.T. Corporate Identity, Outlines 15 explanations for the fog Survey To date, the horizons of
Balmer Corporate which has enveloped the nascent Research business identity and
Branding and domains of corporate identity and Design corporate marketing
Corporate corporate marketing. However, the studies have appeared
Marketing fog surrounding the area has a to be fuzzy and obscured
Seeing through the silver lining. This is because the fog by fog. It is hoped that
Fog has, unwittingly, led to the this article will enable
emergence of rich disciplinary, scholars to be aware of
philosophical as well as ``national'', the reasons for the fog
schools of thought. In their and, perhaps, to
composite, these approaches have continue to account for
the potential to form the this in their quest to see
foundations of a new approach to the vast and imposing
management which might be sky which represents the
termed ``corporate marketing''. In domain of corporate
addition to articulating the author's marketing studies. What
understanding of the attributes is clear from the
regarding a business identity (the literature is that a
umbrella label used to cover growing number of
corporate identity, organizational management scholars
identification and visual identity) no longer view
the author outlines the business identity as a
characteristics of corporate chimera but rather as a
marketing and introduces a new crucial research activity
corporate marketing mix based on which is of strategic
the mnemonic ``HEADS''. This import in that it helps to
relates to what an organization has, comprehend an entity's
expresses, the affinities of its quintessence. The
employees, as well as what the author hopes that this
 organization does and how it is article has made a
seen by stakeholder groups and contribution to the
networks. general discussion
regarding business
identity and corporate
marketing. Clearly there
is scope for further
debate. As Churchill
(1942) remarked, this is
not the end, but is,
perhaps, the end of the
beginning.
 Raouf Ahmad Investigating the To enlarge current understanding Quantitative The results also offer
Rather Impact of Customer of hospitality brand management, Research many implications for
Brand Identification this study investigates the hospitality companies in
on Hospitality Brand relationship among social identity building lasting and
Loyalty: A Social and social exchange marketing strong relationships with
Identity Perspective constructs. Therefore, this study customers. Firstly, the
develops and empirically test an results of the study
integrative model that reflects a reveal that companies
comprehensive viewer of the play a valuable role in
relationship among social identity the everyday lives of
construct and other critical social customers and can even
exchange constructs and their effect the creation of
influence on hotel brand loyalty. individual's identity
Particularly, the results
indicate that by focusing
on facets that influence
customer behavior (e.g.,
CBI) hospitality
managers can attain
certain desired and
important
consequences, most
notably customers'
commitment,
satisfaction, brand trust
and hotel brand loyalty
 Azize ùahina The Effects of Brand Marketing academics and Empirical This study and their
 Cemal Zehirb Experiences, Trust practitioners have acknowledged Research results have several
 Hakan Kitapçı and Satisfaction on that consumers look for brands Design limitations and also
Building Brand that provide them with unique and indicate directions for
Loyalty; An memorable experiences. As a further research. The
Empirical Research result, the concept of brand sample size itself is
on Global Brands experience has become of great relatively small. The
interest to marketers. The present study can be
field study, conducted with actual strengthened by
consumers, addresses the question increasing the sample
whether different consumers size and including
prefer different experiential participants in other
appeals and whether experiential geographical areas.
 types create the relationships With an increased
between brand experiences, sample size, a more
satisfaction, trust and loyalty. detailed empirical
Brand experience is conceptualized analysis among the
as sensations, feelings, cognition, independent variables
and behavioral responses evoked and the variables that
by brand-related stimuli that are have multiple categories
part of a brand’s design and can be performed.
identity, packaging,
communications, and
environments. Brand experience
affects satisfaction, trust and
loyalty.
 Na Young The impact of This study is to explore the Survey Brand awareness,
Junga corporate influences of the negative Research perceived quality,
 Yoo-Kyoung reputation corporate CEO Method attitude, and purchase
Seock2 on brand attitude and corporate social responsibility intention
and purchase reputations on the changes in Two sets of multiple
intention consumers’ brand regression analyses were
attitudes and purchase intentions. implemented to
To perform this study purpose, we examine the influence of
proposed the relationships brand awareness and
between brand awareness and perceived quality on
perceived quality and initial brand brand attitude and
attitude and purchase intention by purchase intention (H1
relying on the hierarchy of effects and H2). In these
model; then we assessed the analyses, the
changes in brand attitude and independent variables
purchase intention after providing were brand awareness
information on negative corporate and perceived product
reputation quality and the
dependent variables in
each multiple regression
analysis
were brand attitude and
purchase intention
 Pak J The Impact of Brand The study investigates the impact Qualitative These results are in
Commer Soc Equity on Brand of brand equity on brand loyalty Research deviance from
Sc Loyalty: with the mediation of Method the study of Nam et al.
The Mediating Role customer satisfaction in restaurant (2011) and Hyun (2009).
of Customer sector of Lahore, Pakistan. The The study supports the
Satisfaction study uses seven dimensions of relationship of
brand equity, which include environment and
physical quality, staff behavior, lifestyle with the
ideal self-congruence, brand satisfaction but the
identification, lifestyle-congruence, effect is not enough
trust and environment. significant to
Questionnaire has been used to be shown through
collect the data from the customers model testing.
using restaurants as a Therefore, the two
choice for their food demand. The variables has been
 data has been collected from 400 deleted from
respondents and model inconsistency and
analyzed through SPSS and AMOS. insignificance of result
the reason might be that
in fast food
service firm’s customer
does not necessarily
come for their
congruency with life
style, and in their views
lifestyle and
environment are not
bigger reasons for their
satisfaction but
other factors are, such
as trust on a brand,
quality, staff behavior
etc. The difference in
thinking of people in
Pakistan results in
different findings.
 Sabrina V. Corporate re The purpose of this study is to Quantitative This research presents
Nichell branding and its explore to what extent corporate Research evidence that the
effects on evolutionary Method perception of corporate
consumers' Re branding of multinational re branding
attitudes and service corporations has an impact influences consumers’
behavior on consumers’ attitudes towards
– An analysis of the attitudes towards re branding and evolutionary re branding
Lufthansa re whether this change in attitude of multinational
branding case – influences service companies.
consumers’ purchasing behavior. Therefore, it is likely that
Corporate evolutionary re branding consumers react
is a complex and positively to
risky process but has become a evolutionary re branding
natural strategy for corporations to of service corporations
implement. Most when their perception
often corporate re branding is used towards
to adapt to changes in the corporate re branding is
environment and provide positive. Brand
higher value for consumers. This commitment does not
study focuses on evolutionary re- indicate an impact on
branding, which consumers’ attitudes
consists of minor modifications to towards evolutionary re-
the brand, such as logo changes. branding. This implies
that for
multinational service
companies, specifically
airlines, consumers’
attitudes towards
logo changes are mainly
influenced by their
 general perception of re-
branding.
To answer the first part
of the research question,
the findings
demonstrate that
consumers’ attitudes
towards evolutionary re
branding are mainly
influenced by their
general perception of
corporate re branding.
However, it is likely that
other factors,
which have not been
investigated in this
study, have an influence
on consumers’
attitudes towards re
branding.

Renaming
Brand

Redesigning
Logo

Rephrasing
Slogan
Corporate
Rebranding Customer Satisfaction

Reshaping