Strategic Rebranding Elevates Brand Equity and Firm Performance
Implementing a well-executed corporate rebranding strategy can significantly enhance a company's brand equity and ultimately improve its financial performance.
Journal of Business & Retail Management Research · 2019
Key Findings
- 01Rebranding has a positive impact on brand equity.
- 02Brand equity positively influences firm performance.
- 03Rebranding is a strategic tool for companies to succeed in competitive markets.
Application
Design takeaway
When considering a brand's future, a strategic rebranding initiative can be a powerful lever for enhancing its market value and overall success.
How to apply
Before launching a new product or entering a new market, evaluate if a rebranding strategy could better align the brand with target audience expectations and competitive pressures.
Project actions
- 01When researching rebranding, consider both the visual and strategic aspects.
- 02Think about how to measure 'brand equity' and 'firm performance' in your own design project.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Empirical testing of hypotheses.
- +Use of established measurement scales.
Limitations
The effectiveness of rebranding can vary greatly depending on the execution and the specific market conditions.
Reliability & validity
The study's reliability is supported by the use of established scales. Validity is addressed through the adaptation of scales to the research context and the empirical testing of hypotheses.
Think critically
To what extent does the success of a rebranding effort depend on the initial brand's equity, and are there diminishing returns to rebranding?
Design Principles
"Adaptability and strategic repositioning are crucial for sustained market relevance and performance."
In today's dynamic marketplace, brands must adapt to evolving consumer preferences and competitive landscapes. Rebranding offers a powerful mechanism to refresh a brand's image, strengthen its market position, and drive business success.
What This Means for Your Design
Changing a brand's look and feel (rebranding) can make people like it more (brand equity) and help the company make more money (firm performance).
How to use in your project
- 1.Reference this study when discussing the strategic importance of brand identity and its link to business objectives in your design project.
Add to My Project
Quick Cite
(2019). The impact of corporate rebranding on brand equity and firm performance. Journal of Business & Retail Management Research. https://doi.org/10.24052/jbrmr/v13is04/art-08 Retrieved from https://designdex.org/study/88f6e462-1c10-4137-99a0-68317695ae59/strategic-rebranding-elevates-brand-equity-and-firm-performance
Paragraph starter
Research indicates that strategic corporate rebranding can significantly enhance brand equity and, consequently, firm performance, suggesting that design interventions aimed at repositioning a brand are critical for market success in competitive environments.
Source
Journal of Business & Retail Management Research
The impact of corporate rebranding on brand equity and firm performance
journal · 2019
View sourceQuestions about this research
- What does the research say about strategic rebranding elevates brand equity and firm performance?
- When considering a brand's future, a strategic rebranding initiative can be a powerful lever for enhancing its market value and overall success. Evidence: Journal of Business & Retail Management Research (2019).
- Why does "Strategic Rebranding Elevates Brand Equity and Firm Performance" matter for design?
- In today's dynamic marketplace, brands must adapt to evolving consumer preferences and competitive landscapes. Rebranding offers a powerful mechanism to refresh a brand's image, strengthen its market position, and drive business success.
- How can designers apply this research?
- When considering a brand's future, a strategic rebranding initiative can be a powerful lever for enhancing its market value and overall success.
- What were the main findings?
- Rebranding has a positive impact on brand equity.. Brand equity positively influences firm performance.. Rebranding is a strategic tool for companies to succeed in competitive markets.
- What research method was used?
- Quantitative research using survey data. with 372 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2019 journal from Journal of Business & Retail Management Research.
- What should I do differently in my next project?
- Before launching a new product or entering a new market, evaluate if a rebranding strategy could better align the brand with target audience expectations and competitive pressures.
- What are the limitations?
- The study's findings may be specific to the context and industry from which the data was collected. The reliance on self-reported data through Likert scales can introduce potential biases.
- Is there evidence that brand equity affects design outcomes?
- The study found that rebranding efforts positively affect a company's brand equity, which in turn leads to improved firm performance. This suggests that rebranding is a valuable strategic tool for navigating competitive business environments. In today's dynamic marketplace, brands must adapt to evolving consumer prefer Source: Journal of Business & Retail Management Research (2019).
- Where does this firm performance research apply?
- Corporate strategy and market positioning It sits within innovation & markets research on designdex.org.
Related research topics
brand equity design research · evidence on brand equity · does brand equity improve design outcomes · firm performance studies for designers · brand equity and firm performance findings · innovation & markets research evidence