Rebranding Strategies Research Articles

Social Media Rebranding Strategies for Expanding Audience Reach on Higher Education Institution Promotions and Admissions

This study investigates social media rebranding strategies for expanding audience reach in higher education institution promotions and admissions, focusing on computer-mediated communication (CMC) in private universities. UhamkaTV is a case study to understand CMC's role in adapting to the evolving social media environment. The research delves into rebranding efforts, including alterations in usernames, logos, and content types and their effect on audience engagement and reach. Emphasis is placed on the significance of ongoing analysis and evaluation to identify urgent concerns such as a decline in followers, interactions, and content reach. The results indicate that these efforts led to a more cohesive brand image, increased audience interaction, and improved promotion of academic programs. Furthermore, researchers found that effective internal communication and coordination are crucial for successfully implementing rebranding strategies. This study offers valuable insights for higher education institutions seeking to optimize their social media presence, drive admissions, and adapt to the rapidly changing digital landscape. By rebranding and diversifying content, institutions can enhance their audience reach and engagement, ultimately fostering growth in their admissions numbers.

MENAIKKAN GENGSI PRODUK UKM BERBAHAN BAKU DAUN KELOR MELALUI REBRANDING DAN PEMASARAN ONLINE

This community service program partners with SMEs producing Moringa leaf powder capsules who have problems with low sales levels and limited marketing reach. This community service activity aims to increase sales of Moringa leaf powder capsule products through rebranding strategies and the use of online marketing media. The rebranding strategy allows the product to be better known to the public from the name that the product bears. Meanwhile, product marketing through online media has several advantages, including unlimited marketing area coverage and low cost. The implementation of this community service activity is carried out using the Focus Group Discuss method in order to finalize the rebranding plan and online marketing strategy, which is followed by the mentoring method. The results of this activity were the creation of a new Moringga brand, new packaging designs, social media accounts as online marketing tools, obtaining P-IRT permits and distribution permits for herbal supplements from BPOM. By looking at the available market share which is still quite wide, and the availability of abundant raw materials, the implementation of rebranding strategies and online marketing can increase sales of Moringa leaf powder in capsule form, thereby increasing partner income. Keywords : Moringa, Branding, Marketing, Online

Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention

PurposeDespite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand and intent to purchase merchandise bearing the rebranded logo. More specifically, we aim to investigate the influence of varying degrees of logo change and fan identification in relation to brand attitude and purchase intention.Design/methodology/approachAn experimental design, 4 (degrees of logo change) × 2 (fan identification: low, high), was utilized with the sample of 277 participants. The current logo of the Ultimate Fighting Championship was redesigned into three fictitious rebranded logos as stimuli based on different rebranding types.FindingsThe results suggest that color change and revolutionary change generate the most negative attitudes from both high- and low-identified fans, and fan identification is not a significant factor influencing fan attitudes. Regarding purchase intention, low-identified fans are not significantly influenced by logo changes whereas highly identified fans showed similar response to their attitudes.Originality/valueThe findings advance the current body of knowledge on sport rebranding and fan behavior by demonstrating the effects of varying degrees of logo redesign and fan identification levels on brand attitude and purchase intention. Moreover, the current research has important implications for sport marketers on developing effective rebranding and logo redesign strategies.

Analysing different aspects and dimensions of rebranding, what is the efficacy of urban rebranding strategies? The efficacy of rebranding through architecture

Rebranding strategies are fundamental to counteracting economic degeneration and improving inter-city competitiveness of urban areas. Iconic architecture is often associated with brand identity in this context. The article outlines three key approaches: market-led, top-down, and flagship rebranding strategies, each with an accompanying unique architectural precedent: Titanic Belfast, Northern Ireland; Turner Contemporary, Margate, England; and Guggenheim Bilbao, Spain. Addressing the reasons for deterioration and investigating the rebranding strategy of each case study, involving the impact of socioeconomic phenomena such as deindustrialisation, globalisation, and gentrification, allows their distinct architectural significance and overall efficacy to be critically assessed. Ultimately, it is concluded that top-down rebranding strategies are comprehensively the most effective and sustainable.

The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation

Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation

Abstract: Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.

Balancing the Delicate Space between Organizational Culture and Customer Service Quality: An Empirical Review for Systemic Excellence in the Electrical Energy Sector in Kenya

This systematic and empirical review attempted to expand the frontiers of knowledge by analyzing the existing delicate space between organizational culture and customer service quality, using Kenya Power as a statistical representative sample of the Electrical Energy Sector in Kenya. Organizational culture has been a topical issue in the corporate world for many decades due to its assumed ability to predict business effectiveness and success. Whereas this conviction is a true story in most companies across the globe, in some companies, it is a dreadful undertaking and Kenya Power is no exception. To examine this delicate space, the study tested a null hypothesis of no significant effect between (X) organizational culture and (Y) customer service quality while taking into account the existing multiple covariates within the causal chain. Utilizing a mixed method approach, the study collected both numerical and qualitative data from 76 respondents (n) (statistically obtained from 95 N) and 10 key informants respectively. At the univariate level, frequency counts and means were used while at the multivariate level, multiple linear regression analysis was applied in order to determine the total impact of X(s) on Y, while qualitative analysis was carried out through thematic and discursive methods. Study findings revealed that, all the 7 constructs of the independent variable had a positive and significant effect on the dependent variable. The R Square, which indicates the total impact of X(s) on Y stands at 76%, implying that, the constructs of the independent variable positively and significantly predicted the dependent variable. The extraneous variables, which in this case were competing with the independent variable to explain a change in the dependent variable stand at 24%. Implying that, the excluded independent variables as far as quantitative data were concerned, had a weak impact on the dependent variable. However, the interview results indicated a divergence in opinion and reasoning. Key informants alluded that, re-branding strategies, customer focused models, political factors, ICT adoption, research, quality management system and so on are more relevant than culture itself in predicting organizational effectiveness and customer satisfaction. It is upon this basis that this study recommended that, much as organizational culture is being applauded for shaping customer service quality by the numerical data, it is much more logical to focus on the new inroads provided by the qualitative data in this study. Integrating research, ICT, customer-driven models, and quality management systems in the business processes at Kenya Power, will not only help the firm to establish a competitive culture; rather, will keep it afloat and sound in a business context.

‘Moderate Islam’ Made in the United Arab Emirates: Public Diplomacy and the Politics of Containment

This essay addresses the ideological utilization of religion in the international relations of the United Arab Emirates during the Arab Spring and beyond. By referring to the theoretical framework of public diplomacy and analyzing UAE regional and domestic attitudes, this essay intends to examine the politics of ‘moderate Islam’ in line with: (a) the monarchy’s nation building visions for the 21st century; (b) its national rebranding strategies; (c) its geopolitical empowerment in the Gulf and the Middle East. Throughout our analysis, it is argued that even though ‘moderate Islam’ has been devised for creating ‘soft power’, it serves ‘sharp power’ as well. As will become obvious, this has been mainly the case as far as the containment of Political Islam is concerned.

Rebranding Southeast Asia

Southeast Asia with different geographical landscapes and inhabited by diversities of people with unique cultures and recognize as Asian cultural mosaic and branding this region as a fast growing in many aspects, politics, economy, infrastructure and cultural development. The region is sharing development concept, the knowledge-based economy and the global environment, strongly followed branding and rebranding strategies to garner more economic benefits. No doubt that the region is also facing a great challenge from internal and external factors and the region from time to time need to review their internal and external policies. All policies towards economics, politics and social enable an individual country in Southeast Asia change the outlook of the country in facing the external world like Malaysia. It will affect the relations and cooperation bilaterally, regionally and globally especially diplomatic, international relations and economic relations. The possible and broader questions related to the concerns could be how these were reframed and rebranded to benefit countries and what were the impacts of rebranding on cultures, norms, values, practices and traditional lifestyles? All these issues were discussed at the 7th International Conference on Southeast Asia (ICONSEA 2017). This will discuss a selected paper presented in this conference in line with the main theme of the conference rebranding Southeast Asia.  Keywords: rebranding, Southeast Asia, ASEAN, Southeast Asian Studies, ICONSEA2017, social-politics, culture and economy

Rebranding Southeast Asia

Southeast Asia with different geographical landscapes and inhabited by diversities of people with unique cultures and recognize as Asian cultural mosaic and branding this region as a fast growing in many aspects, politics, economy, infrastructure and cultural development. The region is sharing development concept, the knowledge-based economy and the global environment, strongly followed branding and rebranding strategies to garner more economic benefits. No doubt that the region is also facing a great challenge from internal and external factors and the region from time to time need to review their internal and external policies. All policies towards economics, politics and social enable an individual country in Southeast Asia change the outlook of the country in facing the external world like Malaysia. It will affect the relations and cooperation bilaterally, regionally and globally especially diplomatic, international relations and economic relations. The possible and broader questions related to the concerns could be how these were reframed and rebranded to benefit countries and what were the impacts of rebranding on cultures, norms, values, practices and traditional lifestyles? All these issues were discussed at the 7th International Conference on Southeast Asia (ICONSEA 2017). This will discuss a selected paper presented in this conference in line with the main theme of the conference rebranding Southeast Asia. Keywords: rebranding, Southeast Asia, ASEAN, Southeast Asian Studies, ICONSEA2017, social-politics, culture and economy

Managing Dual Identities in Nonprofit Rebranding: An Exploratory Study

Nonprofit organizations that engage in rebranding strategies face challenges reconciling normative (social or mission driven) and utilitarian (business driven) identities of their organizations. This research examines the interplay between rebranding processes and dual identities of 10 rebranded charitable organizations, in particular how these identities are reflected in managers’ narratives and subsequently shape rebranding strategies. The study reveals four types of rebranding strategies and the potential drivers for their adoption. Pressure to secure resources can lead nonprofit organizations to emphasize utilitarian identities in rebranding, and so surface hidden tensions among stakeholders reluctant to relinquish established normative identities. In managing the process of rebranding, senior managers engage in practices of justifying, re-visioning, and influencing to reduce emerging tensions. The research suggests that both utilitarian and normative identity concerns need to be addressed during the process.

Re-branding as a marketing tool

Markets from low-involvement to high-involvement product categories have been experiencing sweeping changes in the past decade. Changing lifestyles, fragmented market segments and consumer preferences, and intense competition from the brands of multinational corporations (MNCs) have made re-branding strategies a prerequisite for marketing success

Collegiate Athletic Rebranding: Transforming the Visual Identity of Oregon State University

For many American universities, intercollegiate athletic programs operate as sources of national exposure and lead to the construction and continuation of favorable brand images (Toma, 2003; Toma & Cross, 1998). Effective branding strategies can significantly affect institutional objectives such as student recruitment, corporate partnership searches, and the facilitation of other development prospects with stakeholders (Gregg, Pierce, Lee, Himstedt, & Felver, 2013; Lee, Wilson, & Gregg, 2015; Lee, Miloch, Kraft, & Tatum, 2008; Toma, 2003; Weight, Taylor, & Cuneen, 2010). Framed in branding research and stakeholder theory, this case study assesses rebranding strategies employed by the Department of Athletics at Oregon State University.

Rebranding Macau: views of cultural industry insiders

Purpose – This paper aims to evaluate the feasibility of utilizing the performing arts as one element in changing the destination image of the Macau special administrative region from that of the Las Vegas of the East to a “World Centre of Tourism and Leisure”. The context is of particular interest as rebranding is typically associated with negative or outdated images, whereas Macau’s existing brand is strong and associated with positive tourism revenues. Design/methodology/approach – Semi-structured in-depth interviews with frontline participants in Macau’s performing arts sector are utilized to evaluate the relevant re-branding strategies and goals of the city’s administration. In-depth interviews focus on understanding policies through the thoughts and experiences of respondents. They are particularly useful in cases where insiders are likely to be better informed than others with respect to policy issues. Findings – Three main themes related to the use of the performing arts as a vehicle for destination rebranding are explored. Findings suggest that few elements common to successful branding campaigns are evident in the approach of the Macau administration. Shortcomings are evident, for example, in communication, infrastructure development, long-term planning and the allocation and monitoring of funding. Research limitations/implications – Although qualitative research relies on rich data from small numbers, the study focuses only on the views of informed insiders in the performing arts. Input from commercial stakeholders and higher-level policy makers would broaden the perspective. Practical implications – The findings are relevant for any destination wishing to alter or update its image. Originality/value – Cultural aspects are increasingly utilized in destination branding. This study is one of only a few which focuses on the performing arts sector.

Brand personality and behavioural intention after rebranding: application to the Tunisian telecommunication sector

Developing successful rebranding strategies allows the companies to remain competitive and to realise their objectives. Yet in spite of being widely used in the market, there has been little research on the rebranding concept compared with the literature that has been elaborated on the brand concept. On the empirical level, a little interest has been given to the evaluation of consumer perceptions which is why the present research focuses on studying the impact of attitude towards rebranding on both brand personality and behavioural intention. An empirical study has been conducted on Tunisiana (a private telecommunication operator) following the disappearance of the trademark in favour of Ooredoo. Data collection has been conducted two months after the rebranding announcement on a sample of 180 consumers. The results of the study have shown the positive influence of attitude towards rebranding on brand personality and on behavioural intention. The study has particularly shown the positive influence of brand personality on behavioural intention especially in dimensions related to femininity, dynamism and strength.

Practical aspects of implementation of institutional repositories in Africa with reference to the University of Nairobi

Purpose– This paper aims to assess practical aspects of implementation of institutional repositories (IRs) in Africa with reference to the University of Nairobi and provide useful guidelines to the issues and lessons learned to the other practitioners.Design/methodology/approach– The study used cross-sectional descriptive survey design to gather and analyze data that was both qualitative and quantitative in nature. In addition, questionnaires, interview schedule and observation guide were utilized to collect data from the respondents.Findings– First, the study established that the IR has not been well integrated into mainstream information services of the library. Second, there is lack of awareness on the use of IR as an information resource on the part of students and staff. Third, there is need to integrate different forms of information into the IR including graphics, video and sound to carter for the whole population of users even those with disabilities. Finally, there is need for aggressive or serious rebranding, marketing and promotion of the IR.Research limitations/implications– IRs are vital sources of information that are increasingly being integrated and utilized in African higher education. Discussion of the University of Nairobi as a case study provides practical lessons, implications and home grown solutions for other institutions of higher learning in the African context.Practical implications– IR is not only contemporary or emerging source of knowledge, information and communication but also fundamental or basic in institutions of higher learning. Consequently, IR provides excellent opportunities for universities to expand knowledge beyond internal and external learning environments.Social implications– Being fundamental sources of knowledge, IRs provide and support teaching, learning, research activities, scholarly communications and community services in universities and the society at large. As information and communication hubs, IRs have reinvented the image and role of universities as sources of knowledge in the society.Originality/value– Universities need to embrace IRs as vital and valid sources of knowledge and learning. Developing IRs without aggressive rebranding, marketing and promotional strategies is not enough for universities, associated institutions plus the information staff, but with prove that the resources are being utilized to achieve organizational goals and objectives.

Corporate rebranding and brand preference

Purpose – The purpose of this paper is to investigate the moderating roles of brand name attitude and product expertise on the impact of different corporate rebranding strategies on consumer brand preference. Rebranding strategies include evolutionary and revolutionary rebranding strategies, while brand name attitude is consumer attitude towards a firm's original brand name and consumer product expertise refers to the consumer knowledge related to the brand's product or service. Design/methodology/approach – A 2×2 factorial experimental design is used to examine the proposed hypotheses. In total, 220 undergraduates from a public university in Taipei of Taiwan participate in the experiment. Findings – The findings indicate that given brand repositioning is preferable, the use of evolutionary rebranding strategies is superior in enhancing consumer brand preference in the case of pleasant original brand name attitude, while the use of revolutionary strategies is superior when consumers hold less pleasant attitude. In addition, expert consumers show similar responses towards the two rebranding strategies, whereas evolutionary strategies seem to be more effective than revolutionary ones in enhancing consumer brand preferences in the case of novice consumers. Research limitations/implications – A convenient sampling method was employed and undergraduate students were the research subjects. Besides, a fictitious brand was used in the experiment design. As a result, the generalisability and applicability of the current research findings should be considered and carried out with cautions. Practical implications – The findings of the research provide empirical understanding on the use of rebranding strategies to generate higher levels of brand preference under contingencies, thus helping brand managers apply a more appropriate type of rebranding strategies when necessary. Originality/value – The current study is the preliminary causal-oriented work to provide guidance with appropriate rebranding strategies under the contingencies of consumers’ original brand name attitude and product expertise.