Rebranding Strategy Research Articles

Green product of Kusamba Salt: an Alternative of Re-Branding Strategy in Kusamba, Klungkung, Bali

The Bali Government, recognizing the potential of Kusamba salt, has proposed a strategic plan to introduce it worldwide. The governor of Bali, Wayan Koster, suggested enhancing the marketing strategy to make Kusamba salt more appealing. This involves creating attractive packaging and promoting the product's unique qualities, such as its high-quality production methods and the environmental benefits of using natural Salt. Product Differentiation: The proposal emphasizes the need to differentiate Kusamba salt from other table salt products in the market. This could be achieved by highlighting the product's low iodine content, which benefits health and environmental sustainability. Market Integration: The plan also aims to integrate Kusamba salt into global markets. This involves identifying and establishing partnerships with international retailers and distributors interested in natural and health-conscious products. Farmer Empowerment: A significant part of the strategy focuses on empowering the salt farmers of Kusamba village. This includes facilitating the management of BPOM (Badan et al.) licenses and creating opportunities for the farmers to participate in the marketing and distributing their products. Environmental Sustainability: The proposal highlights the importance of promoting Kusamba salt as an environmentally friendly product. This could involve using eco-friendly packaging and promoting the product's sustainable production methods. In summary, the "Green Product of Kusamba’s Salt: An Alternative of Rebranding Strategy" this study aims to elevate the market value of Kusamba salt by optimizing its marketing strategy, differentiating it from other table salt products, integrating it into global markets, empowering the salt farmers, and promoting its environmental sustainability.

Rebranding and Digital Marketing of “Lejareh” Beverage at Ranting 'Aisyiyah Sidodadi

This community service aims to increase the competitiveness and sustainability of the Lejareh ‘Aisyiyah Beverage UMKM in Ranting ‘Aisyiyah Sidodadi, Candi, Sidoarjo through a product rebranding strategy. Lejareh drinks, which are local products based on natural ingredients, have great potential for further development to meet increasingly competitive market needs. Service activities include packaging improvements, upgrading packaging labels, as well as operating offline and digital marketing. The results of the activity showed a significant increase in brand image and market acceptance of the newly packaged product. Apart from that, knowledge of UMKM players regarding marketing strategies and business management has also increased. It is hoped that this positive impact can encourage local economic growth and strengthen the economic independence of the ‘Aisyiyah community in the Sidodadi area.

Strategi Rebranding Sebagai Bentuk Kepedulian: Mendorong UMKM Kelurahan Kedungpeluk Kecamatan Candi Kabupaten Sidoarjo

The purpose of this study is to explain the strategy in encouraging MSMEs in Kedungpeluk Village, Candi District, Sidoarjo Regency, namely by rebranding. This research discusses the rebranding strategy for five MSMEs in Kedungpeluk Village, Candi District, Sidoarjo Regency as a form of care. Rebranding is one of the tactics that has proven effective in increasing the competitive ability and relevance of MSMEs. For MSME players, rebranding can have a positive impact, namely attracting consumer attention, contributing to increased sales, responding to changes in market trends, expanding the market, building relationships with consumers, strengthening positions in competitive industries, and realizing potential that can attract consumer attention to the importance of this and maintain existing Indonesian local culture. This rebranding also provides solutions for MSME players to improve the quality of their products, especially through more attractive packaging.

Analysis of Rebranding the X Application on User Loyalty in Batam City

The global market is currently experiencing very fierce competition. Companies compete to implement all marketing strategies to be superior in surviving this competition, one of which is a rebranding strategy by changing the brand image of the X application which was formerly known as Twitter. This study aims to determine whether the effect of rebranding can affect the loyalty of X’s users by assessing brand trust, brand prestige, and brand love. This research method uses a mixed method which is divided into two approaches, namely quantitative and qualitative using linear regression analysis. The results show brand image does not have a big influence on brand trust, brand prestige, and brand love. Furthermore, brand trust, brand prestige, and brand love have a positive influence on brand loyalty meaning that users are not too affected by the rebranding of X, but they will remain loyal to using the application.

The Influence of Rebranding on Brand Value Within Cosmetic Industry Sector: Mediating Role of Value Engineering

Introduction: Rebranding became a marketing strategy for many organizations now. Cosmetics organizations are adopting rebranding strategy in order to increase the reach for their products. Objective: The current study aims to examine the mediating influence of value engineering on the relationship between rebranding and brand value. Method: The quantitative approach was employed, and a questionnaire was answered by a sample of (203) marketing managers within cosmetic manufacturing organizations in Jordan. SPSS/AMOS were employed in order to screen and analyze gathered data. Results: Results of the study indicated the acceptance of the main hypothesis, arguing that value engineering mediates the relationship between rebranding and brand value. The significance of the study lies in the fact that a more efficient product development process that results from value engineering can lead to significant cost savings, which in turn can positively affect the brand's financial performance. Conclusion: Rebranding increased efficiency and improved performance metrics, such as return on investment, return on assets, and net income, which can enhance the brand's value and give it a competitive edge. The study recommended increasing managers' awareness of value engineering, as they tended to connect the concept of value engineering with the construction sector only.

The rebranding strategy of Bank Mandiri Taspen pos to become Bank Mandiri Taspen aims at increasing brand awareness in 2018

The rebranding strategy of Bank Mandiri Taspen pos to become Bank Mandiri Taspen aims at increasing brand awareness in 2018

The rebranding strategy of Azarine Cosmetic

Background: Brands and companies become more competitive nowadays, and there is a need to maintain its existence, especially in sector such as cosmetic and beauty. Implementing a corporate rebranding process is one thing that the brand or company can do to ensure its survival. Azarine Cosmetic is a local cosmetic and beauty brand that has undergone corporate rebranding and has grown significantly. Purpose: This study aims to analyze the rebranding strategy implementation and outcomes as indicators of Azarine Cosmetic’s corporate rebranding success. Methods: This study uses a qualitative descriptive approach with a case study method. Data are collected through interviews and literature review, then analyzed with pattern matching analysis. Results: Azarine Cosmetic’s rebranding strategy was implemented based on marketing mix variables. Product, from spa products to skincare. Price, affordable based on the product size. Place, from B2B to offline and online B2C distribution. Promotion, the use of social media and other brand activation to communicate the corporate rebranding process to the external public. These implementations lead to corporate rebranding outcomes, such as sales growth of 600% in 2021; awareness and sales objectives reached, including brand image change; other supplementary achievements like awards and ease of collaborations. Conclusion: The corporate rebranding of Azarine Cosmetic was completed in five stages, including rebranding strategy implementation and outcomes. Azarine Cosmetic was implementing its rebranding strategy to the external public by updating and aligning all aspects of the marketing mix. Implications: The findings of the study can provide input for Azarine Cosmetic to strengthen the corporate rebranding outcomes, such as opening a flagship store to reflect the distinctive brand identity and conducting measurable in-depth evaluations.

Nokia Rebranding Strategy to Build Brand Awareness and Brand Images in YouTube

In 2023, Nokia is rebranding or reintroducing products by issuing a new logo. Nokia's rebranding is known to change people's perception of Nokia, because now Nokia is no longer a mobile phone brand but has become a B2B-based technology company. By doing rebranding, of course Nokia has to rebuild brand awareness and brand image in introducing its products. The purpose of this research is to find out the rebranding strategy undertaken by Nokia in building brand awareness and brand image through Nokia's YouTube Channel. The method used in this research is descriptive qualitative with data collection techniques in the form of primary and secondary by conducting in-depth interviews, observations and literature studies. The results of this study are that the rebranding carried out by Nokia begins with changing the company logo in accordance with the times and also these changes provide an understanding to the public about Nokia which has turned into a B2B-based technology company and is no longer an old cellphone brand. Nokia rebranded through their YouTube Channel and received various positive and even negative responses from the public. Keywords: Brand Awareness, Brand Image, Nokia, Marketing Communications, Rebranding

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

STRATEGI REBRANDING WARTEG MENJADI MULTI OUTLET DAN MOBILE BISNIS (WARTEG KELILING)

The transformation carried out in the warteg operating system (Warung Tegal) is one strategy in improving brand image and business mobility. The method used in this study is a case study using both a quantitative and qualitative approach. A data acquisition method using questionnaires and observations. The findings of this rebranding strategy have changed the brand image of warteg, which was originally a food that was easily displayed on traditional stalls, to stalls with better service standards, ordering options, general operation and quality. You can upgrade to. Permanent sales systems are also developed with mobile / mobile systems that use specially modified vehicles to move to crowded places and homes on a specific schedule and move beyond staying there. As the Warteg brand image grows, it is expected to help Warung tegal economists and users of the Waring brand increase sales in the competition in the culinary industry. The analytical tool used in this study was the logit model (Wald test), and the results of this study showed that the hypothetical results in the logit model reached 71.1% of the total.

Mentoring MSMEs through E-Promotion as A Rebranding Strategy Based on Local Wisdom

The pandemic affects Micro, Small, and Medium Enterprises (MSMEs) as an economic sub-sector. MSMEs products have marketing problems, so many unsold products. Traditional marketing strategies can not reach a vast market share, so income significantly declined during the Covid-19 pandemic. In Kejuron Ward, Taman District, the Madiun City, MSMEs actors consist of several industrial sectors such as food and clothing sales. During the COVID-19 pandemic, MSMEs actors in the Kejuron Ward tried to use alternatives to online selling. However, promotions in online selling were still not optimal to attract customers as offline promotions. The target issues were a lack of knowledge in digital marketing and less attractive products. Mentoring MSMEs through e-promotion as a rebranding strategy based on local wisdom was an effort to overcome the partners' problems. The empowerment model used in this community service was participatory assistance through lectures, discussions, and practices methods. There were significant differences in success indicators before and after socialization and practice regarding e-promotion as a local wisdom-based rebranding strategy. The most significant increase was knowledge levels which improved by 50% after the socialization. Thus, this community service could increase innovation and creativity in the target community and solve MSMEs' business problems in Kejuron Ward. In conclusion, mentoring MSMEs through e-promotion as a rebranding strategy based on local wisdom increases partners' knowledge in digital marketing, more attractive products packaging, and updated MSMEs' products with trending products. There should be ongoing assistance and communication to support the sustainability of this program

PERANCANGAN STRATEGI KREATIF REBRANDING PROGRAM SARJANA SISTEM INFORMASI DENGAN MENGGUNAKAN METODE ADDIE

Brand identity is a unique characteristic of a brand. Brand identity can be seen in the form of symbols, visuals, and physical representations that serve to make it easier for consumers to recognize a brand. Over the time, brand identity has become much more important and noticed. Therefore there is a demand for a brand to make changes. These changes were made to defend against extreme market developments. This process is known as rebranding, which will produce a reconstructed brand identity to compete in a new market. Corporate rebranding has become a common practice to adapt to changes in the micro and macro environment. With the increasing number of successful organizations after implementing corporate rebranding, it creates interest in the academic world, especially in universities. Therefore, the author emphasizes this application study to raise the topic of "Designing a Creative Rebranding Strategy for the Information Systems Bachelor Program". In this rebranding design stage, the research uses the ADDIE development method (Analyzing, Design, Development, Implementation, Evaluation). The output of this design will be used by Batam International University Information Systems Bachelor Program on youtube and instagram. With the implementation of this design, it will provide an identity that can reflect the new characteristics of the Batam International University Information Systems Bachelor Program.

Five-Star Hotel Branding Strategy in Banten Province Due to The Covid-19 Pandemic

This study aimed at examining how the strategy of five-star hotels in Banten Province can maintain its branding due to the Covid-19 pandemic. The Covid-19 pandemic has led to a decrease towards the number of room occupancy rates and average length of staying for majority of guests. Besides, this study used a SWOT analysis to find out various internal and external factors which could affect the hotel condition during the Covid-19 pandemic. Acoording to the SWOT analysis results, the results of weighting and ranking, the Internal Strategic Factors Analysis Summary (IFAS) value was 0.23, and the External Strategic Factors Analysis Summary (EFAS) value was -1.00. Regarding the results of the IFAS and EFAS calculations, it showed that the recommended grand strategy was a defensive strategy in the form of a rebranding strategy. Hence, this research concludes the rebranding strategy form could be in the form of making announcements to the public such as staying at hotels is safe, and hotels always apply strict health protocols, implement "pay now stay latter" by selling staying vouchers to prospective visitors with a pay-now system, staying later as well as making special long stay packages for foreigners who will return to their countries, but they are hampered by the lock down policy or restrictions on large-scale community activities. As a result, there will not provide public transportation in the country or abroad. Therefore, the hotels still can survive and get income during the pandemic

Rebranding strategy PT. Indonesia Building Solutions Plant Cilacap in forming brand awareness

The business world is increasingly showing developments with many new business actors appearing both on a small and large scale. The emergence of new business actors certainly has tightened business competition in the market so that it is not uncommon for businesses to close down because they do not have creative strategies to be able to compete. Rebranding is one of the strategies undertaken by business people to maintain their business. There are several factors that cause rebranding, such as changes in ownership, a brand that is starting to be forgotten, to a bad image in the eyes of the public, etc. Rebranding is tantamount to reshaping its brand awareness or public awareness of a new brand. PT. Indonesia Building Solutions is one of the companies that rebranded as a result of the acquisition by Semen Indonesia Group (SIG) of Holcim in January 2019. The acquisition process was followed by a change in all identities starting from the brand name, namely PT. Indonesia Building Solutions and the product name is dynamix. This research was conducted to determine how the rebranding strategy carried out by PT. SBI in forming brand awareness. The method used is descriptive qualitative by conducting direct research through interviews with related parties, documentation, field observations, and supporting data from the internet. Based on the research that has been done, PT. Indonesia Building Solutions rebranded with several stages, namely Repositioning, Renaming, Redesaigning, and Relaunching. With the implementation of these four stages, PT. Indonesia Building Solutions has achieved brand awareness at the brand recognition stage where there are still two more stages to be able to reach top of mind. The title of the research conducted by researchers is "The Rebranding Strategy of PT. Indonesia Building Solutions in Forming Brand Awareness "

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.

In search of umami: product rebranding and the global circulation of the fifth taste

ABSTRACT This article examines how a Japanese food corporation used its vast resources to rehabilitate one of its products. In doing so, it helped promote the so-called fifth basic taste of umami as a natural taste rather than one that is extracted in its factories. In Japan, umami now operates on many levels: as a criterion of deliciousness, a scientific “fact,” and an element of cultural nationalism. Its appeal, however, spread beyond the borders of Japan to become a globally recognized taste. Outside of Japan, chefs and food entrepreneurs combine umami research with existing cultural concepts of deliciousness to build a new taste category that is removed from its original context. As umami crosses national and cultural boundaries, it has become more than a rebranding strategy. For the initiated, it has grown into a shared point of reference that can be discussed, cultivated, and experienced. Ultimately, umami’s public recognition in Japan and around the world forces us to rethink monolithic definitions of taste categories.

Creative city as the rebranding strategy to accelerate new economic city: Indonesia’s city development strategy to build a new economic center as an integrating ideas, society and industries in the development of Indonesian creative cities

The acceleration of the role of creative components is an important phenomenon in the current and future dynamic era because it is a renewable resource that does not exploit increasingly critical and depleted natural resources. The formation of the creative cities which will also foster a creative economy through creative industries also relates to efforts to city rebranding into an alternative destination to curb the pace of urbanization and equalize prosperity. This research has been carried out based on the phenomenon even though Creative Industries has contributed to GDP (Gross Domestic Product) reaching 6.3 percent, there are still infrastructure challenges, human resources, and regulations for creative industries. Therefore, this research aims to support the development of areas for creative economy in creative cities through the revitalization of creative groups and city branding. To obtain a holistic, comprehensive and integrated understanding, a review based on connectivity is carried out between various complexity theories which include various studies supporting the understanding of creative terms. The outcome of this research is to build a more coherent framework to define and understand how the creative economy runs.

An evaluation for rebranding: the impact of logo change on brand attitude and brand loyalty

Purpose - This research investigated on the issue of Logo change in the rebranding strategy. The rebranding strategy plays an important role in the brand’s cycle and enhances the competitiveness continuously. Since brand is one of the most important assets of the company, logo is the core visual factor for customer to recognize, memorize and communicate. Meanwhile, logo is often redesigned along with the adjustment of brand strategy to meet consumers’ needs. Therefore, logo change is the most direct and speedy method among the brand strategy which is also the key factor to create another peak of the business and sustain the brand life circle. Methodology - The study employs the experimentation method of quantitative research to explore how logo change influences the consumer behavior. By analyzing four different scenarios, 2 (Logo Appropriateness: high vs. Low) x 2 (Logo Familiarity: high vs. low) and collecting 460 data from college students, the study will also adopt ANOVA to measure the influence of brand attitude and brand loyalty affected by logo change. Findings- The result of the study indicates that rebranding is a continuously dynamic cycle which proves a positive impact will be influenced by the logo appropriateness towards to brand attitude and brand loyalty. In other words, when customer view the logo design in line with the meaning of brand, the more familiar with the logo the more positive attitude towards the brand loyalty. Conclusion- Rebranding strategy aims to sustain the life of brand and the important method to create the peak of innovation continually. Furthermore, the logo change is more direct and speedy way to attract customer attention. Therefore, the contribution of the research will not only make up the gap between the logo design and rebranding research but also provide the best reference for brand managers to upgrade the brand strategy.

THEORETICAL AND METHODOLOGICAL FUNDAMENTALS OF THE BRAND REVITALIZATION PROCESS

In terms of rapid globalization and its impact on economic processes, increased competition in the market becomes inevitable, which directly affects the life cycle of goods and services. In addition, changing the channels of marketing communications do not always contribute to the sustainable development of brands and maintaining a stable position in the market. Under certain conditions, a brand can quickly lose relevance for consumers, forcing companies to constantly monitor the level of brand loyalty. In case of loss of positions for brand resuscitation, a number of measures are taken, and one of the most effective is revitalization. The purpose of the article is to study the theoretical and methodological foundations of the process of brand revitalization. The process of brand implementation and management has recently become new due to the constant change in economic processes. The main task of enterprises is to increase competitiveness and gain new market positions, and effective branding remains the main tool. It is noted that currently the life cycle of the brand is significantly shortened, and the main task of the company is to keep the brand in maturity for as long as possible. In case the brand is in a recession, the company should start the rebranding process, one of the options of which may be the revitalization process. Symptoms of brand aging, which can be a signal for revitalization, are outlined. A number of issues have been identified that can serve to define and develop further brand revitalization strategy. The main methods that provide brand revitalization are represented. The advantages of brand revitalization in comparison with creating a new brand are given. The implementation of the brand revitalization process has certain advantages in choosing a rebranding strategy for the company. The brand management process should take into account all threats and predict further development in accordance with the brand life cycle and determine the presence of symptoms of aging in a timely manner. If they occur, comprehensive measures should be taken, based on comprehensive changes that can breathe new life into the brand and restore its competitiveness in the market.

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.