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Corporate rebranding: An internal perspective

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  • Joseph, Abraham
  • Gupta, Suraksha
  • Wang, YiChuan
  • Schoefer, Klaus

Abstract

Corporate rebranding that modifies logos, tagline and the corporate brand name is common among practitioners. Available literature reports the success of corporate rebranding by the response and perception of external stakeholders but there is little reflection of the internal perspective. Employees however represent the brand values and fulfil the corporate brand promise. To fill this gap a multiple case study approach was adopted, and semi-structured in-depth interviews were conducted followed by thematic analysis of the data. Findings of the study emphasized upon the role of rebranding communication by leadership in facilitating changes to the corporate brand, resulting in employee buy-in. This important contribution to the literature will also help managers achieve employee buy-in to strategic changes in the organisation especially post Brexit. Further research is recommended to measure existing levels of employee engagement and corporate brand identification that will support post rebranding employee buy-in.

Suggested Citation

  • Joseph, Abraham & Gupta, Suraksha & Wang, YiChuan & Schoefer, Klaus, 2021. "Corporate rebranding: An internal perspective," Journal of Business Research, Elsevier, vol. 130(C), pages 709-723.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:709-723
    DOI: 10.1016/j.jbusres.2020.04.020
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    References listed on IDEAS

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    Cited by:

    1. Rian Beise-Zee, 2022. "Brand equity retention after rebranding: a resource-based perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 208-224, March.
    2. Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.
    3. Marwa Ulfa & Farida Hariyati & Deni Adha Akbari, 2023. "Social Media Rebranding Strategies for Expanding Audience Reach on Higher Education Institution Promotions and Admissions," Technium Social Sciences Journal, Technium Science, vol. 42(1), pages 76-85, April.
    4. Xiongkai Tan & Sha Zhang & Hong Zhao, 2023. "Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 479-489, November.

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