Date

12-2013

Degree Name

BS in Graphic Communication

Department

Graphic Communication Department

Advisor(s)

Kevin Cooper

Abstract

This project is a study on rebranding strategies. Companies go through a rebrand to change their strategy and direction. Many companies succeed by going through these processes, while many others fail.

In addition to extensive research on past company rebrands, a questionnaire was conducted on a sample of 25 individuals of various ages about their experiences with brands and rebranding in order to compare their responses with actual company decisions.

Participants provided insight on their own personal behaviors, decisions, and perceptions about brands and purchasing products. The study concluded that, on average, quality was more important than price in almost all purchasing decisions. Participants’ responses correlated directly with why many major brand stumbles occurred in history including major logo, packaging, and product changes and why many brands succeeded, including superior quality, reliability, familiarity, and usability or design; however, not one of the participants mentioned humor in advertising as a reason for choosing or switching from a brand as is the trend in advertisements today.

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