Academic literature on the topic 'Rebranding strategy'
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Journal articles on the topic "Rebranding strategy"
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Marhendra, Anak Agung Ngurah Gede, Agung Eko Budiwaspada, and Sangayu Ketut Laksemi Nilotama. "PERANCANGAN IDENTITAS VISUAL REBRANDING CITRA PERUSAHAAN CEMARA CERAMICS (DESIGN OF CEMARA CERAMICS VISUAL REBRANDING IDENTITY)." Jurnal Seni dan Reka Rancang: Jurnal Ilmiah Magister Desain 4, no. 1 (August 1, 2021): 1. http://dx.doi.org/10.25105/jsrr.v4i1.10096.
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<p>Abstract Design of Cemara Ceramics Visual Rebranding Identity aims to produce a concept strategy and visual rebranding of the Cemara Ceramics company and produce a Cemara Ceramics rebranding visual identity design in order to encourage the creation of a new identity image. The method in this design uses a 5-stage Design Thinking approach, namely Empathize, Define, Ideate, Prototype and Test. The result achieved is the design of the new Cemara Ceramics corporate identity. With the use of the design thinking method in this research, various problems related to the company image of Cemara Ceramics can be found. The core problem obtained is how to design a strategy and concept of visual identity rebranding to encourage the creation of a new corporate image of Cemara Ceramics.</p><p>Keywords: visual rebranding identity, concept strategy, design thinking</p><p>Abstrak Perancangan Identitas Visual Rebranding Citra Perusahaan Cemara Ceramics ini bertujuan untuk menghasilkan strategi konsep dan visual rebranding perusahaan Cemara Ceramics serta menghasilkan rancangan identitas visual rebranding Cemara Ceramics dalam rangka mendorong terciptanya citra identitas yang baru. Metode dalam perancangan ini menggunakan pendekatan 5 tahapan Design Thinking yaitu Empathize, Define, Ideate, Prototype dan Test. Hasil yang dicapai yaitu rancangan corporate identity Cemara Ceramics yang baru. Dengan adanya penggunaan metode design thinking pada penelitian ini dapat menemukan berbagai permasalahan terkait citra perusahaan Cemara Ceramics. Permasalahan inti yang didapat yaitu mengenai bagaimana merancang strategi dan konsep identitas visual rebranding untuk mendorong terciptanya citra baru perusahaan Cemara Ceramics.</p><p>Kata kunci: identitas visual rebranding, strategi konsep dan visual, design thinking</p>
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Marhendra, Anak Agung Ngurah Gede, Agung Eko Budiwaspada, and Sangayu Ketut Laksemi Nilotama. "PERANCANGAN IDENTITAS VISUAL REBRANDING CITRA PERUSAHAAN CEMARA CERAMICS (Design of Cemara Ceramics' Visual Rebranding Identity)." Jurnal Seni dan Reka Rancang: Jurnal Ilmiah Magister Desain 4, no. 1 (August 1, 2021): 1. http://dx.doi.org/10.25105/jsrr.v4i1.9967.
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<p><strong><em>Abstract</em></strong></p><p><strong><em>Desig</em></strong><strong><em>n of Cemara Ceramics' Visual Rebranding Identity </em></strong><em>aim</em><em>s to produce a concept strategy and visual rebranding of the Cemara Ceramics company and produce a Cemara Ceramics rebranding visual identity design in order to encourage the creation of a new identity image. The</em></p><p><em>metho</em><em>d in this design uses a 5-stage Design Thinking approach, namely Empathize, Define,</em></p><p><em>Ideate</em><em>, Prototype and Test. The result achieved is the design of the new Cemara Ceramics corporate identity. With the use of the design thinking method in this research, various problems related to the company image of Cemara Ceramics can be found. The core problem obtained is how to design a strategy and concept of visual identity rebranding to encourage the creation of a new corporate image of Cemara Ceramics.</em></p><p><strong><em>Keywords</em></strong><em>: Visual Rebranding Identity, concept strategy, Design Thinking</em></p><p> </p><h1>Abstrak</h1><h3>Perancangan Identitas Visual Rebranding Citra Perusahaan Cemara Ceramics ini bertujuan</h3><p><em>untu</em><em>k menghasilkan strategi konsep dan visual rebranding perusahaan Cemara Ceramics serta menghasilkan rancangan identitas visual rebranding Cemara Ceramics dalam rangka mendorong terciptanya citra identitas yang baru. Metode dalam perancangan ini menggunakan pendekatan 5 tahapan Design Thinking yaitu Empathize, Define, Ideate, Prototype dan Test. Hasil yang dicapai yaitu rancangan corporate identity Cemara Ceramics yang baru. Dengan adanya penggunaan metode design thinking pada penelitian ini dapat menemukan berbagai permasalahan terkait citra perusahaan Cemara Ceramics. Permasalahan inti yang didapat yaitu mengenai bagaimana merancang strategi dan konsep identitas visual rebranding untuk mendorong terciptanya citra baru perusahaan Cemara Ceramics.</em></p><p><strong>Kat</strong><strong>a kunci: </strong><em>Identita</em><em>s Visual Rebranding</em>, <em>strateg</em><em>i konsep dan visual, Design Thinking</em></p>
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Noviardi, Febri, Andre Noevi Rahmanto, and Yulius Slamet. "Logo rebranding: Indonesian tax authority public relations strategy in forming organizational culture images." Informasi 50, no. 1 (August 4, 2020): 30–45. http://dx.doi.org/10.21831/informasi.v50i1.29594.
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This paper explains how the process of rebranding the logo of the Directorate General of Taxes (DGT) of the Republic of Indonesia carried out by DGT public relations in shaping the image by displaying the cultural values of the Ministry of Finance. This is motivated by the lack of a comprehensive explanation of the process of rebranding the logo in previous studies. At DGT, logo rebranding is carried out because of the low level of the public’s trust in the DGT. Therefore, one of the strategies of the DGT public relations is the formation of an institutional image. This study uses a research method with a qualitativeapproach with data collection conducted by interviewing selected informants using purposive sampling techniques and source triangulation as a technique in testing the validity of the data. The results are analyzed using the Assessment, Communication and Analysis, Design, and Action planning model. The rebranding process was 1) describing the problem, 2) using all channels communication and objectives in delivering a new logo, 3) using professional consultants in planning that consist of research, strategy development, and implementation, 4) as well as carrying out plans, setting rules, and supervising all activities in the DGT’s rebranding process.Tulisan ini menjelaskan bagaimana proses rebranding logo Direktorat Jenderal Pajak (DJP) RI yang dilakukan oleh Humas DJP dalam membentuk citra dengan menampilkan nilainilai budaya organisasi Kemenkeu. Hal ini dilatarbelakangi oleh kurangnya penjelasan yang komprehensif terhadap proses rebranding logo pada studi-studi sebelumnya. Pada DJP, rebranding logo dilakukan karena rendahnya tingkat kepercayaan masyarakat terhadap DJP. Oleh karena itu, salah satu strategi Public Relations (PR) adalah dengan pembentukan citra institusi. Penelitian ini menggunakan metode penelitian dengan pendekatan kualitatif dengan pengumpulan data dilakukan dengan cara wawancarakepada informan terpilih menggunakan teknik purposive sampling dan triangulasi sumber sebagai teknik dalam uji keabsahan datanya. Hasilnya dianalisis menggunakan model perencanaan Assessment, Communication and Analysis, Design, dan Action. Proses rebranding yang dilakukan yaitu 1) menggambarkan masalah, 2) menggunakan semua saluran komunikasi dan tujuan dalam memberikan logo baru, 3) menggunakan konsultan profesional dalam perencanaan yang terdiri dari penelitian, pengembangan strategi, dan implementasi, 4) serta melaksanakan perencanaan, menetapkan aturan,dan melakukan pengawasan terhadap seluruh kegiatan pada proses rebranding Ditjen Pajak RI.
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Tannaz, Dhedana, and Lusia Savitri Setyo Utami. "Strategi Rebranding Citra pada Figur Publik (Studi pada Aktor Tio Pakusadewo)." Prologia 3, no. 2 (December 21, 2019): 498. http://dx.doi.org/10.24912/pr.v3i2.6397.
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Personal branding is certainly not a new thing. Even in the world of work and everyday life, personal branding is a way to build self-image in front of the general public, likewise with public figures. As a public figure, of course, they must build a positive image to the communities. This research titled is Image Rebranding Strategy on Public Figures (Study on Actor Tio Pakusadewo). This study aims to describe the image rebranding strategy carried out by Tio Pakusadewo. This research was conducted using qualitative with case study research methods. The results of this study indicate that the decision to rebrand Tio Pakusadewo is due to the case he experienced, which made his self-image negative.. The rebranding process consists of several stages, namely from the first stage of repositioning through changes his self-image. The second stage is redesign by changing his appearance style to make it look more polite. The final stage of the rebranding process is relaunching by doing the theater press conference ‘Untuk Ibu”.Personal branding memang bukan lagi hal yang baru. Di kehidupan sehari-hari bahkan dalam dunia pekerjaan, personal branding menjadi cara untuk membangun citra diri di hadapan khalayak umum. Begitupun dengan figur publik. Sebagai figur publik tentu saja harus membangun citra yang positif kepada masyarakat. Penelitian ini berjudul Strategi Rebranding Citra pada Figur Publik (Studi pada Aktor Tio Pakusadewo). Penelitian ini bertujuan untuk mendeskripsikan strategi rebranding citra yang dilakukan oleh Tio Pakusadewo. Penelitian ini dilakukan dengan menggunakan metode penelitian kualitatif studi kasus. Hasil penelitian ini menunjukan bahwa kebijakan melakukan rebranding terhadap Tio Pakusadewo dikarenakan kasus yang telah menimpanya sehingga membuat citranya menjadi buruk. Proses rebranding terdiri dari beberapa tahap yaitu dari tahap pertama repositioning melalui perubahan image dirinya di masyarakat. Tahap kedua yaitu redesign dengan mengubah gaya penampilannya agar terlihat lebih sopan. Tahap terakhir proses rebranding adalah relaunching dengan melakukan acara press conference teater ‘Untuk Ibu’.
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Williams, Antonio, Sungwook Son, Patrick Walsh, and Jin Park. "The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation." Sport Marketing Quarterly 30, no. 1 (March 2021): 69–81. http://dx.doi.org/10.32731/smq.301.032021.06.
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Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.
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Williams, Antonio, Sungwook Son, Patrick Walsh, and Jin Park. "The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation." Sport Marketing Quarterly 30, no. 1 (March 2021): 69–81. http://dx.doi.org/10.32731/smq.291.032021.06.
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Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.
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Sumiyati, Sumiyati, Euis Komalawati, and Angelika Rosma. "Strategi Public Relations Dalam Rebranding Bekasi Square Menjadi Revo Town." LUGAS Jurnal Komunikasi 3, no. 2 (December 31, 2019): 110–18. http://dx.doi.org/10.31334/lugas.v3i2.711.
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The main purpose of the research is to know how the Public Relations’ strategy of rebranding Bekasi Square for Revo Town. This research method used qualitative descriptive approach with a study case method. The technique of collecting data through in-depth interviews, documentation, and literature studies. Based on the research results, the rebranding stages’ strategy of Bekasi Square for Revo Town are carried out through four stages, namely fact-finding, planning-decision, communication-action, and evaluation. At the first stage, it is known the reason for rebranding Revo Town is the existence of fierce competition in the field of modern retail and to make repairs and rejuvenation of Revo Town. At the planning-decision stage there is a rebranding factor, namely the acquisition of Revo Town by Farpoint and the number of malls that grow and develop in Bekasi, the purpose of rebranding is to show Revo Town commitment and improve the quality. In the communication-action phase there is a rebranding process, namely repositioning where Revo Town further strengthens the Revo Town brand as a textile mall in Bekasi. Renaming Revo Town is by changing the name of Bekasi Square to Revo Town. Redesigning Revo Town includes changes to the logo that currently dominates using orange, and changes the Revo Town tagline to simply a place for togetherness and family quality time. Relaunching Revo Town was held by holding a press conference and distributing press releases. The evaluation stage in Revo Town rebranding is done every six months by giving a questionnaire to the tenants and visitors of Revo Town.
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Arif, Achmad Zainuri, Soedjarwo Soedjarwo, and Erny Roesminingsih. "Strategi Pemasaran Melalui Rebranding di SD Muhammadiyah 24 Surabaya." Didaktis: Jurnal Pendidikan dan Ilmu Pengetahuan 22, no. 1 (February 23, 2022): 29. http://dx.doi.org/10.30651/didaktis.v22i1.11147.
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ABSTRAKTujuan penelitian ini adalah untuk mendeskripsikan strategi rebranding yang dilakukan oleh SD Muhammadiyah 24 Ketintang Surabaya. Metode penelitian yang digunakan adalah menggunakan penelitian kualitatif melalui studi kasus di SD Muhammadiyah 24 Ketintang Surabaya. Teknik pengambilan data dengan menggunakan wawancara mendalam, observasi dan dokumentasi untuk memperoleh data. Proses keabsahan data melalui teknik triangulasi sumber data. Teknik analisis data melalui tiga tahap: data reduction, data display, dan conclusion drawing/verification. Hasil penelitian menunjukkan bahwa strategi rebranding yang telah dilakukan oleh SD Muhammadiyah 24 Ketintang Surabaya adalah sebagai berikut. Pertama, melakukan perubahan kepemimpinan melalui pergantian kepala sekolah dan restrukturisasi organisasi dengan membentuk wakil kepala sekolah dan Kepala Urusan (Kaur). Kedua, melakukan perubahan logo dan nama yang lebih sederhana dari sekolah berbasis karakter menjadi sekolah karakter. Ketiga, memperkuat brand sekolah karakter melalui perubahan nilai-nilai organisasi melalui 5 pilar DE BEST dan 6 Bintang karakter. Keempat, memperluas segmentasi market dari kelas menengah bawah menuju menengah atas.Kata Kunci: SD Muhammadiyah 24 Surabaya, Strategi Pemasaran, Rebranding.ABSTRACTThe purpose of this study was to describe the rebranding strategy carried out by SD Muhammadiyah 24 Ketintang Surabaya. The research method used is qualitative research through case studies at SD Muhammadiyah 24 Ketintang Surabaya. Data collection techniques using in-depth interviews, observation and documentation to obtain data. The process of data validity through triangulation techniques of data sources. The data analysis technique went through three stages: data reduction, data display, and conclusion drawing/verification. The results of the study indicate that the rebranding strategy that has been carried out by SD Muhammadiyah 24 Ketintang Surabaya is as follows. First, make changes in leadership through the change of principals and organizational restructuring by forming deputy principals and Heads of Affairs (Kaur). Second, make changes to a simpler logo and name from a character-based school to a character school. Third, strengthening the character school brand through changes in organizational values through the 5 pillars of DE BEST and 6 character stars. Fourth, expand market segmentation from the lower middle class to the upper middle class.Keywords: SD Muhammadiyah 24 Surabaya, Marketing Strategy, Rebranding.
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Rohmah, Hani Fatkhur, and Choirul Fajri. "Rebranding strategy PT. Indonesia Building Solutions Plant Cilacap in forming brand awareness." COMMICAST 3, no. 1 (November 23, 2021): 121–34. http://dx.doi.org/10.12928/commicast.v3i1.3773.
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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 "
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Sharron Sanjaya, Theresia. "Ruci's Joint Marketing Public Relations Strategy in Conducting and Communicating Rebranding to Increase Sales Value." Journal of Sosial Science 2, no. 1 (January 25, 2021): 79–85. http://dx.doi.org/10.46799/jsss.v2i1.85.
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This research is expected to provide clearer explanations to readers regarding the Strategy of Marketing Public Relations Ruci’s Joint conducting and communicating rebranding to increase sales value. The purpose of this research is to know Marketing Public Relations Ruci’s Joint’s Strategy in conducting and communicationg rebranding to increase sales value. The main theory used is Marketing Public Relations and the other supporting theories are brand, and rebranding. The method of insulation used is a qualitative descriptive method. Data collection thechniques are done by conducting in-depth interviews, and observations. The speakers in this study are form internal and external companies. The data obtained from the subject of this study are analyzed by data analysis techniques, while for the data trust techniques using source triangulation data.
Dissertations / Theses on the topic "Rebranding strategy"
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Pu, Xiaoyu. "Limited Rebranding: Status Signaling, Multiple Audiences, and the Incoherence of China’s Grand Strategy." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338257190.
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Javidi, Linda, Waronen Johanna Raga, and Maria Orrstenius. "All Aboard the Change Train : Administrative Heritage and Its Influence on Rebranding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-325144.
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Research Questions: How does the different aspects of administrative heritage influence the internal acceptance of a rebranding? What are the main determinants of administrative heritage for the internal acceptance of a rebranding? Purpose: The purpose is to investigate how administrative heritage affects multinational corporations in order to leverage strengths and counterbalance limitations when striving for internal acceptance of a rebranding. Method: This study applied a qualitative research with an abductive approach. A single case study was conducted and data was collected using semi-structured interviews from employees at different departments of an organization. Conclusion: The result of this study has developed the concept of administrative heritage in relation to rebranding and have presented how and what aspects to leverage and counterbalance within strategy, structure and culture. The study has come to the conclusion that an MNC can leverage the strengths of strategy, structure and culture through communication which essentially creates inclusion, shared beliefs, brand champions, trust and headquarters culture. The aspect of strategy mostly affects rebranding on a general level whilst structure and culture have more direct influence on the internal acceptance of a rebranding.
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Gasslander, Fredrik, David Olsen, and Viktor Tjernström. "Färghandlarens nya färg. : En studie kring implementeringsprocessen av rebranding för en franchisetagare." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45287.
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Sammanfattning Bakgrund och Problem: Varumärkesarbete i företag har under senare år blivit av allt större vikt där insikter kring företags aktiviteter och omdöme har fått större utrymme och inflytande ut mot marknadens aktörer och deras val och interaktioner. Det händer ibland att ett företag helt byter varumärke, detta som fenomen kallas rebranding. Genom denna rebrandingprocess finns det flera kritiska moment vid implementeringen av det nya varumärket. Denna problematik har vi valt att studera med färgfackhandeln Happy Homes som studieobjekt och hur detta varumärkesarbete ut mot Växjö Färg & Tapet som franchisetagare fungerat. Syfte: Avsikten med uppsatsen är att redogöra för de steg och moment inom implementeringsarbetet vid rebranding som vidtas samt vilka olika påverkande aspekter som kan härledas till de aktiviteter som kan uppstå i processen. Vi har för uppsatsen ett syfte vilket ämnar att: ”Beskriva hur implementeringsarbetet vid en intern rebranding mellan ett företag och en ny franchisetagare kan ske på ett effektivare sätt.” Metod:Vi har arbetat genom en kvalitativ metod med en deduktiv ansats där vi gått från teori till empiri vilket vi sedan analyserat och dragit slutsatser ifrån. Vår interaktion med respondenterna har baserats på semistrukturerade intervjuer där frågorna i intervjuguiden operationaliserats fram ifrån teorin. Slutsatser: Resultatet av denna studie innefattar tillvägagångssätt av hur implementeringsarbetet vid intern rebranding mellan företag och franchisetagare kan effektiviseras och underlättas, samt vilka fallgropar som de inblandade parter bör ta i beaktning och undvika.Abstract Brand management has in recent years become increasingly important where companies insights to the market and consumers reflects on their marketing activities. Sometimes companies during to an acquisition need to change their entire brand; this phenomenon is known as rebranding. Through this rebranding process there are several critical steps in the implementation of a new brand. This complex of problem is to be researched and the object of study is the company Happy Homes and its brand implementation to the franchisee Växjö Färg & Tapet. The purpose of this study is to examine and describe the implementation process of rebranding, and how it measures from a management perspective. This will conduce to see what acts and efforts need to be handled in the contributing to a brand change due to rebranding. This study will also contribute to a deeper understanding of both opportunities and openings as to pitfalls which could occur in the process of rebranding. This thesis has a qualitative research methodology with a deductive research strategy. This approach allows us to work from theory to collect empirical evidence and to analyze and conclude the specific situation. Our interviews with the respondents were based on semi-structured interviews in which the topics and question of the interview guide was operationalized from a theoretical ground.
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Kim, Mi-son. "Parties without brand names: the causes and consequences of party relabeling." Diss., University of Iowa, 2015. https://ir.uiowa.edu/etd/1863.
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The dissertation explores the causes of party relabeling by focusing on four party systems: South Korea, France, Taiwan and the United States. The existing literature on political parties considers one of their primary functions to be providing a brand name. As a result, party name change has been viewed as an anomaly caused by internal and external shocks that disturb the status quo equilibrium or a phenomenon symptomatic of unstable, weakly institutionalized party systems. However, party name changes are not as rare as assumed in the existing literature. Therefore, my dissertation addresses the following questions: When and why do parties change names? What are the characteristics of a party system that hamper the development of brand-name party labels? I theorize that the combination of the following three factors increases the likelihood of party relabeling: (1) prominence of personalistic party cues, (2) strong levels of political attention in the electorate, and (3) high degree of governmental centralization. These three factors encourage vote-, office-seeking motivations in the party so greatly that the party is willing to do whatever it takes to win including such a radical strategy as relabeling. In order to test the proposed theory, I closely examine South Korea and France, where parties commonly replace their labels, in comparison to Taiwan and the United States whose parties do not change labels, respectively. These four cases are chosen because they allows cross-case and within-case analysis that is crucial for a comparative case study to gain internal and external validity. I utilize various types of data – both qualitative and quantitative in investigating these cases. My dissertation will contribute to a broad range of literatures in party politics as well as in East Asian politics. By providing a new theoretical model on this understudied phenomenon, I contribute to a better understanding of the role of party labels and initiate more active discussion over party strategy and party branding. Furthermore, by examining Korean and Taiwanese parties in depth, my dissertation provides a systematic analysis on the studies of East Asian politics.
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Русланівна, Думанська Марія. "Розроблення стратегії ребрендингу компанії на ринку освітніх послуг." Master's thesis, КПІ ім. Ігоря Сікорського, 2020. https://ela.kpi.ua/handle/123456789/39343.
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Магістерська дисертація складається зі вступу, трьох розділів, висновків, списку використаних джерел та додатків. Робота виконана на 100 сторінках, без врахування додатків, містить 13 рисунків та 50 таблиць. Метою даної магістерської роботи є Розроблення стратегії ребрендингу компанії на ринку освітніх послуг, на прикладі підприємства ТОВ «Robocode», яке здійсює діяльність стосовно надання освітніх послуг з робототехніки та програмування для підліткової аудиторії. Об’єктом дослідження є формування стратегії ребрендінгу. Предметом дослідження є теоретико-методологічні положення та практичні рекомендації щодо розроблення стратегії ребрендінгу на ринку освітніх послуг.
Теоретико–методологічною основою дослідження є аналіз та синтез (вивчення наукових праць вчених у галузі маркетингу з метою систематизації визначень та підходів, а також вдосконалення визначень), інформаційно–логічний аналіз та кабінетні дослідження (вивчення факторів маркетингового середовища компанії, вивчення поведінки сучасного покоління та особливостей формування цифрового бренду), системний підхід до вивчення процесу формування бренду, емпіричні дослідження (анкетування та фокус-група з метою отримання даних про цільову аудиторію та її особливостей сприйняття бренду), метод аналізу та синтезу, карта стратегічних груп конкурентів, статистично-економічний та графічний методи, метод експертних оцінок.
Новизна отриманих результатів. Набуло подальшого розвитку уточнення поняття «бренд», з точки зору комплексного підходу. Удосконалено підхід до формування складових бренду в умовах цифрового середовища; сформовано вперше подвійну воронку продажів для продуктів, де прямою цільовою аудиторією є діти, а непрямою батьки (особа, що приймає рішення про купівлю), і запропоновано інструменти для її реалізації.The master's thesis consists of an introduction, three chapters, conclusions, a list of sources used and nine appendice. The work is performed on 100 pages, excluding appendices, contains 50 figures and 13 tables. The purpose of this master's thesis is to develop a strategy for rebranding the company in the market of educational services, on the example of the company "Robocode", which carries out activities related to the provision of educational services in robotics and programming for adolescents. The object of the study is the formation of a rebranding strategy for Robocode LLC in the market of extracurricular education services in Ukraine. The subject of the study is theoretical and methodological provisions and practical recommendations for developing a rebranding strategy in the market of educational services. The theoretical and methodological basis of the study is analysis and synthesis (study of scientific works of scientists in the field of marketing in order to systematize definitions and approaches, as well as improving definitions), information and logic analysis and office research (study of marketing environment, study of modern generation digital brand formation), systematic approach to studying the process of brand formation, empirical research (questionnaire and focus group to obtain data on the target audience and its features of brand perception), method of analysis and synthesis, map of strategic groups of competitors, statistical, economic and graphical methods, the method of expert assessments. Novelty of the obtained results. The clarification of the concept of "brand" has been further developed in terms of an integrated approach. The approach to formation of components of a brand in the conditions of the digital environment is improved; formed for the first time a double sales funnel for products where the direct target audience is children and indirect parents (the person who makes the purchase decision), and proposed tools for its implementation.
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Monteiro, Tomás Martins Dias Simões. "Goodyear : a rebranding strategy made to feel good." Master's thesis, 2013. http://hdl.handle.net/10400.14/20520.
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The Goodyear Tire & Rubber Company was founded in 1898 and ever since has been one of the most important players of this concentrated industry. However, since the economic crisis of 2008, this industry has suffered some changes. With a lower disposable income, many consumers started to shift their attention to brands and products with lower prices, often ignoring the important role of tires and its safety. With this trend in consumers’ behavior, budget brands started to gain a relevant stake in the market which began to worry the major players.
Feeling that its value proposition and consequent communication standards were too aligned with the industry’s traditional patterns, Goodyear recognized it was time to change the strategy. To fight the worrying trend of customers choosing “price” over “value”, Goodyear had to show why it was worth choosing their products over the competitors’. Braking the tradition of advertising tire specs, the American brand proposed to start a relationship with customers by taken as given the reliability and safety of its products and giving the riders the possibility to enjoy the journey. The rebrand strategy headed by the new slogan “made to feel good” was planned and designed at a global scale, but it had to be implemented and adapted at local level.
After giving a deeper understanding about what were the main reasons behind this rebranding strategy and the key registered changes, this dissertation strived to comprehend if the new proposed value was already perceived by the Portuguese consumers. It also collected important information about the key criteria for the decision of purchasing tires and its recent evolution.A Goodyear Tire & Rubber Company foi fundada em 1898 e desde então tem sido uma das principais empresas desta indústria. No entanto, desde a crise económica de 2008, esta indústria sofreu algumas alterações. Com um menor rendimento disponível, a atenção de muitos consumidores começou a virar-se para marcas e produtos mais baratos, ignorando muitas vezes a importância dos pneus e do seu estado. Com esta tendência do comportamento dos consumidores, a marcas budget começaram a ganhar relevância no mercado o que começou a preocupar as principais marcas. Sentindo que a sua proposta de valor e consequentes padrões de comunicação estavam demasiados alinhados com os modelos tradicionais da indústria, a Goodyear reconheceu que estava na altura de alterar a estratégia. Para enfrentar a preocupante tendência dos consumidores escolherem “preço” em detrimento de “valor”, a Goodyear tinha de conseguir mostrar o que ganhava um consumidor ao escolher os seus produtos no lugar dos da concorrência. Quebrando a tradição de basear os anúncios nas características técnicas dos pneus, a marca Americana propunha começar uma relação com os consumidores, tomando como dada a fiabilidade e segurança dos seus produtos e oferecendo aos condutores a possibilidade de desfrutar da viagem. A estratégia de reposicionamento da marca encabeçada pelo novo slogan “Made to feel good” tinha sido planeada a nível global, mas tinha de ser implementada e adaptada às exigências locais. Depois de introduzir os principais motivos por detrás desta estratégia de reposicionamento e as alterações mais significativas, esta dissertação procura compreender se os consumidores portugueses já perceberam a nova proposta de valor da Goodyear. O estudo procura ainda perceber quais os factores que mais influenciam a decisão de compra dos consumidores portugueses.
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Abrantes, Filipa Valentim. "Caso de estudo: rebranding edp 2011." Master's thesis, 2013. http://hdl.handle.net/10071/6422.
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Classificação: M10 - Business Administration General; M31- MarketingDesde o ano 2006 que todos os consumidores portugueses podem escolher o seu fornecedor de energia elétrica. Nesta etapa, a concorrência adota uma estratégia agressiva em termos comerciais e promocionais no mercado nacional da energia, que até então era monopolizado pela EDP- Energias de Portugal. A inovação, diferenciação e comunicação tornaram-se fatores cruciais para competir neste mercado, juntamente com a criação de uma relação emocional entre a marca e os clientes, através do desenvolvimento de estratégias que otimizam a sua experiência, atraindo-os e fidelizando-os, de forma a superar a concorrência. Surgem também novas oportunidades para as marcas, nomeadamente na sua expansão para outras regiões (internacionalização). Para maximizar o valor de uma marca é necessário repensá-la e implementar um processo de gestão de marketing eficaz que acompanhe a sua evolução, adaptação ao mercado e crescentes necessidades dos seus clientes. Este caso de estudo disponibiliza um instrumento pedagógico aos professores/formadores, analisando as causas e consequências do rebranding EDP 2011, através de uma metodologia qualitativa. Ao permitir que os alunos/formandos experimentem tomadas de decisão no âmbito do rebranding, difunde-se o conhecimento desta temática, ilustrando-a com uma situação real de uma das maiores empresa portuguesas com atuação internacional.
Since 2006 all Portuguese consumers can choose their own electricity supplier. At this stage, competition adopts an aggressive commercial and promotional strategy in the national electricity market, which was monopolized by EDP-Energias de Portugal until then. Innovation, differentiation and communication became crucial factors in order to succeed in this market, along with the creation of an emotional relationship between brand and customers, through strategies that optimize their experience, attracting and retaining them, in order to overcome the competition. Also, new opportunities arise, particularly in expanding the brand to other places (internationalization). In order to maximize brand equity is necessary to rethink the brand and to implement an effective marketing management process to monitor company’s evolution, adaptation to market condition and increasing consumer needs. This case study provides a pedagogical tool for teachers/trainers, analyzing the causes and consequences of EDP 2011 Rebranding, through a qualitative methodology. When allowing students/trainees the opportunity to experience rebranding decisions in first hand, it will help spreading the knowledge about this subject matter, illustrating it with real life scenarios of one of the biggest Portuguese companies with international visibility.
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HUNG, WANG CHEN, and 王陳鴻. "Rebranding strategy of Machine tools industry-A case study of C Corporation." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/88464874355602300587.
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碩士逢甲大學
經營管理碩士在職專班
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The Machinery industry is regarded as an indicator of the degree of industrialization of the country which is treated as "mother of industry" with reputation. Machine tools are for diverse machinery equipment and components as we call "the mother of the machinery industry". Machine tools are the key of foundation of national manufacturing. A high degree of international competitiveness country is with highly in house manufacturing capacity in the world. The reason is that they have the precision machinery manufacturing technology as the basis for manufacturing. As we can see the most powerful and prosperous country is according to a strong machine tools industry in the world. The C/P value of Taiwan machine tools is higher than others, and is extremely competitive because of there are so many advantages, such like short delivery、rapid responses and highly flexibility etc. Machine tools are one of the few important industries which own brand marketing in Taiwan. The old well know brand needs to be adjusted when market is changed so fast. Such as business model innovation、changes in consumer preferences、market competition increased、a new brad coming out and brand positioning overlap etc. If an old well know brand ignores the changes of market or unable to quickly respond, or just want to rely on the achievements in past to ensure the success of the future. Moreover lacks of brand acknowledge and awareness, it might lead to business declined or even meet crisis. It is so costly and under a high risk to establish a new brand. Therefore most enterprises decide to do rebranding on existed brand. This research is a case study of C Corporation of Taiwan machine tools. What we do is to carry out rebranding process, such as Brand repositioning、Product identity and touch points of brand identity when brand becomes older. To lead this 40 years brand refreshing in order to let employees and customers can feel the changes in the enterprise. When the company's internal cohesion is up; external competitiveness is increased and then we can foresee a great success on business in the future.
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Patrício, Marta Isabel dos Santos Brito. "Crescer em tempos de crise: caso de rebranding Compal." Master's thesis, 2016. http://hdl.handle.net/10071/13771.
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JEL Classification System: M31 – Marketing; M37 - AdvertisingAs marcas próprias evoluíram, deixaram de ser simples produtos, com imagem indiferenciada, apresentando como único beneficio o seu baixo preço. Atualmente são marcas trabalhadas por especialistas em marketing, os quais acrescentam e trabalham vetores de qualidade e imagem, capacitando-as de tal forma que hoje disputam lugares de liderança em alguns segmentos de mercado. Desta forma, as marcas de fabricante foram obrigadas a repensar as suas estratégias de abordagem ao mercado. Obrigadas a mergulhar em si próprias, procurando, redefinindo as suas vantagens competitivas e eixos de diferenciação por forma a manterem-se relevantes para o consumidor. Para compreender esta temática e a sua evolução, é necessário começar por fazer um enquadramento à situação económica do país. É perante este cenário negativo que as marcas de fabricante se deparam com as primeiras dificuldades, enquanto as outras encontram terreno fértil para proliferarem. De seguida será feita a caracterização do segmento de bebidas não-alcoólicas com especial incidência na categoria de sumos e néctares e por último a caracterização do consumidor face a toda esta transformação, no seu poder de compra e na alteração de paradigma dos seus hábitos de consumo. As marcas de distribuição são efetivamente o maior concorrente que as marcas de fabricante encontram nos seus mercados e esta luta será sempre desigual. Com estruturas de custos muito mais pesadas, competir através de esforço promocional e baixo preço poderá, a longo prazo, comprometer a rentabilidade das marcas de fabricante, para além da perda de brand equity junto dos consumidores. É esta temática que se pretende abordar neste caso pedagógico, demonstrando que é possível crescer e fortalecer as marcas mesmo em conjeturas difíceis, através de estratégias de diferenciação bem estruturadas, que permitam acrescentar valor às suas propostas e assim ganhar mais relevância junto dos consumidores, levando-os a preferir consumir marcas de fabricante mesmo que isso implique pagar mais.
Distribution Own Brands (DOB’s) evolved greatly, they’re no longer simple products, undifferentiated commodities having price as a sole benefit. Today, DOB’s are managed by marketing specialists who continuously work on quality and image vectors, offering DOB’s capabilities which enables them to seriously challenge leadership in some market segments. Knowing this, manufacturer’s brands were obliged to re-think and re-evaluate their strategies approaching the market. They were forced to dive into themselves, searching and redefining their competitive advantages and differentiation axes in a way they can maintain their relevance to the consumers. To understand this issue and its evolution it’s important to start by doing an evaluation of the economic situation of the country. It’s in this negative scenario that manufacturer’s brands met their first difficulties, while others strove on fertile ground. Next a non-alcoholic market segment characterization will be done with particular interest on the juices and nectars category. In the end the consumer characterization will be done having in consideration all the transformations occurred either in the consumer’s purchasing power or in consumer’s buying/consumption pattern paradigm. DOB’s are effectively the major competitors manufacturers brands will find on the battle ground, and the fight will always be uneven. With considerably more expensive price structures, competing through promotional pricing tactics or simply with a low price tactic will compromise the manufacturer’s brands profitability as well as manufacturer’s brands brand equity itself. This is the subject of this case study, to demonstrate that it’s possible to grow and build brand equity even in difficult times, through well-structured differentiation strategies adding value to the brand, making it more relevant to consumers, convincing them to buy manufacturer’s brands even if they have to pay more.
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Chao, Chen Sheng, and 趙岑笙. "The Rebranding Strategy of Small and medium-sized enterprises： A Case Study of “Solo Singer Hotel”." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/y5tj6e.
Full textBook chapters on the topic "Rebranding strategy"
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Lee, Zoe, and Iain Davies. "Nonprofit brand and managing nonprofit rebranding strategy." In Charity Marketing, 46–58. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003134169-2.
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Lee, Zoe. "Towards a Model of Strategic Charity Rebranding Process: A Managerial Perspective." In Marketing Challenges in a Turbulent Business Environment, 539–43. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-19428-8_134.
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Xydia, Stephania. "Participatory Design for Culture Change: The Case of the National Library of Greece Rebranding Process." In Strategic Innovative Marketing and Tourism, 1131–39. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_130.
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Joo, Yu-Min, Yooil Bae, and Eva Kassens-Noor. "2002 FIFA World Cup and the Rebranding of South Korea." In Mega-Events and Mega-Ambitions: South Korea’s Rise and the Strategic Use of the Big Four Events, 69–92. London: Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-137-53113-1_4.
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Pu, Xiaoyu. "Red Mask and White Mask." In Rebranding China, 70–85. Stanford University Press, 2019. http://dx.doi.org/10.11126/stanford/9781503606838.003.0005.
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This chapter analyzes China’s competing images in regional diplomacy. China signaled a higher status as a regional leader through conspicuous giving in the Asian financial crisis, and China has strengthened its charm offensive strategy in recent years. However, China has also tried to defend its maritime claims through selective coercion. The two faces of China’s regional diplomacy pose a challenge to regional order.
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Holmes, Georgina, and Ilaria Buscaglia. "Rebranding Rwanda’s Peacekeeping Identity during Post-Conflict Transition." In Rwanda Since 1994, 104–24. Liverpool University Press, 2019. http://dx.doi.org/10.3828/liverpool/9781786941992.003.0007.
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Drawing on recent theorising of 'nation branding', this article examines how mediatised security narratives are used as part of the current Government of Rwanda's public diplomacy strategy to establish post-conflict Rwanda's peacekeeping identity and brand image as a Troop Contributing Country. It does so by undertaking an analysis of media discourse published by the state-owned English language national newspaper The New Times between 2008 and 2018, and two 'twitter storms' that occurred in March 2017 and 2018 in response to the Central African Republic Sexual Exploitation and Abuse scandal involving French military peacekeepers and a second scandal involving Ghanaian police peacekeepers in South Sudan. Specifically, we ask, how does the Government of Rwanda use mediatised security narratives as a nation branding tool after genocide and civil war? We argue that mediatised security narratives are employed to erase Rwanda's negative brand informed by the frameworks of victimology, poverty and violence and reposition Rwanda as an emerging strategic player in international peacekeeping. The RPF achieves this by 'niche building' and mimicking the public diplomacy strategies of middle-powers in order to present Rwanda as a catalyst and facilitator of contemporary peacekeeping policy and practice.
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Teitelbaum, Benjamin. "Daniel Friberg and Metapolitics in Action." In Key Thinkers of the Radical Right, 259–76. Oxford University Press, 2019. http://dx.doi.org/10.1093/oso/9780190877583.003.0016.
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This chapter discusses the life and work of Daniel Friberg, who takes a leading part in running a range of online media. Friberg’s main impact has been his implementation of metapolitics. Distinguished by his strategy and method rather than ideological inventions, Friberg advanced his career through a series of outreach, rebranding, and socialization initiatives. The products of this metapolitical activism include multiple newspapers and magazines, a publishing house, and online social media. By the 2010s these projects were replacing skinheadism as the social center of a fractious and sectarian Nordic radical nationalism. This unifying function has since been at the forefront of collaboration between American and European white activists.
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Psillos, Stathis. "From the Evidence of History to the History of Evidence." In Contemporary Scientific Realism, 70–98. Oxford University Press, 2021. http://dx.doi.org/10.1093/oso/9780190946814.003.0005.
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This chapter looks into the transition from the Cartesian natural philosophy to the Newtonian one, and then to the Einsteinian science, making the following key point: though the shift from Descartes’s theory to Newton’s amounted to a wholesale rejection of Descartes’s theory, in the second shift, a great deal was retained; Newton’s theory of universal gravitation gave rise to a research program that informed and constrained Einstein’s theory. Newton’s theory was a lot more supported by the evidence than Descartes’s and this made it imperative for the successor theory to accommodate within it as much as possible of Newton’s theory: evidence for Newton’s theory became evidence for Einstein’s. This double case study motivates a rebranding of the “divide et impera” strategy against the pessimistic induction introduced in the book Scientific Realism, which shifts attention from the (crude) evidence of the history of science to the (refined) history of evidence for scientific theories.
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Pu, Xiaoyu. "Status Signaling in International Relations." In Rebranding China, 16–33. Stanford University Press, 2019. http://dx.doi.org/10.11126/stanford/9781503606838.003.0002.
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This chapter discusses the theoretical framework of status signaling in international politics. Status signaling is the use of a particular subset of signals to convey the information that a state is asserting a particular standing in international society. In a general sense, status signaling is the mechanism of information transmission that aims to change or maintain a special type of status belief among relevant political actors. Each audience is different, so an emerging power sends different status signals. There are various means through which the national leaders can signal the preferred status of their nation. This chapter identifies strategies and tactics of status signaling: conspicuous consumption, conspicuous giving, and strategic spinning.
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Pu, Xiaoyu. "Lying Low or Striving for Achievement." In Rebranding China, 86–98. Stanford University Press, 2019. http://dx.doi.org/10.11126/stanford/9781503606838.003.0006.
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This chapter analyzes China’s strategic spinning during the global financial crisis. Facing two types of global audiences (the global South and the West), China sometimes highlights its profile as an emerging great power and other times downplays its profile by emphasizing its developing country status. A developing country status serves multiple purposes for China. Targeting the West, signaling a developing country status sends a reassuring message, and it allows China to shirk greater international responsibilities. Targeting the global South, signaling a developing country status plays the solidarity card. The tension between China’s great power status and its identity of developing country is bound to increase as China seeks a new role in the twenty-first century.
Conference papers on the topic "Rebranding strategy"
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Hartono, Hartono, Resista Vikaliana, and Erni Prasetiyani. "Rebranding Strategy Center Of Pottery As Tourism Iconic: Case In Indonesia." In Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.8-10-2018.2288686.
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Norsan, Ria. "Model Peningkatan Peran Bank Kalbar sebagai Lembaga Keuangan dalam Pembangunan Kawasan Perbatasan di Era Digital." In Seminar Nasional Penerapan Ilmu Pengetahuan dan Teknologi : kampus merdeka meningkatkan kecerdasan sumberdaya manusia melalui interdispliner ilmu pengetahuan dan teknologi : Pontianak, 24 Agustus 2021. Untan Press, 2021. http://dx.doi.org/10.26418/pipt.2021.21.
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Kawasan perbatasan antar negara memiliki arti strategis baik dari sudut pandang pertahanan dan keamanan maupun dari sudut pandang pertumbuhan ekonomi. Kawasan perbatasan antar negara di wilayah Provinsi Kalimantan barat pada umumnya masih berkategori kawasan tertinggal yang masih menghadapi berbagai permasalahan dari aspek fisik, sarana dan prasarana wilayah, sosial, ekonomi, serta politik sehingga kebutuhan pembiayaan pembangunan di kawasan tersebut sangat besar. Di sisi lain, perkembangan zaman yang ditandai dengan meluasnya penggunaan teknologi digital juga menjadi tantangan tersendiri dalam upaya mengejar ketertinggalan di kawasan perbatasan. Artikel ini bertujuan untuk mendeskripsikan model peningkatan peran yang perlu dilakukan oleh Bank Kalbar sebagai suatu lembaga keuangan dalam rangka mendukung pembangunan di kawasan perbatasan antar negara di wilayah Provinsi Kalimantan Barat. Data yang digunakan dalam penelitian bersumber dari dokumen-dokumen resmi terkait dengan pembangunan kawasan perbatasan, laporan-laporan, serta hasil penelitian terdahulu. Analisis data dilakukan secara kualitatif dengan metode triangulasi terhadap hasil penelaahan terhadap dokumen-dokumen terkait dan artikel penelitian dengan tema pembangunan perbatasan dan perbankan, serta hasil wawancara. Model peningkatan peran disusun dengan mengadopsi model Pengaruh Digitalisasi Perbankan terhadap kinerja keuangan bank (Mbama & Ezepue, 2018). Terkait dengan peran Bank Kalbar dalam pembangunan wilayah khususnya perbatasan, maka ditambahkan aspek-aspek rebranding, perluasan fitur Digital Banking serta kerja sama dengan marketplace online.