The Effect of Rebranding in Firm Performance & Consumers' Perceptions

The Effect of Rebranding in Firm Performance & Consumers' Perceptions
Authors : Dr. Imad Assali
Publication Date: 20-03-2017


Author(s):  Dr. Imad Assali

Published in:   International Journal of Engineering Research & Technology

License:  This work is licensed under a Creative Commons Attribution 4.0 International License.

Website: www.ijert.org

Volume/Issue:   Volume. 6 - Issue. 03 , March - 2017

e-ISSN:   2278-0181


The visual aspects of a logo are a prominent feature that plays a major role in strengthening brand perceptions and identification for. Hence, changing the logo for companies have a variety of reasons such as reorganization and adopting new strategies for a company, novelty, changing the company name, change of firm activity, or for the complexity of an old logo1. As a result of many examples in the global market of the logo change, and the lack of researches in relation to a brand attitude in response to logo redesign. The primary goal of this research is to both selectively highlighting the impact of logo redesign on brand image, it will also investigate consumer response to logo redesign. The methods adopted to satisfy the research objective about firms re-branded (changed their logo) was both questionnaires and interviews analyzed using the (SPSS) software. Finally, this research aims to examine consumer attitude and firm performance towards a product brand after the re-branding.


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