Topics: Brand, Qualitative research, Brand management Pages: 78 (16928 words) Published: August 10, 2015



Topic: The impact of rebranding on brand equity, customer perception and retention in telecommunication industry: case study the rebranding of Nedjma Algerian operator to the group Ooredoo

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Corporate rebranding is a strategic activity undertaken by corporations as they try to revitalise their firm and reassert their market position. As corporate rebranding is conceived as a viable strategic option for brand/corporate revitalisation, it is also worrying that CEOs and senior management assume that changing the company’s identity will automatically translate to enhance company image. From this perspective, the study explores the impact of corporate rebranding to brand equity through a look into the Nedjma, a telecommunication service provider in Algeria, which has been rebranded recently as Ooredoo. Focusing on the corporate rebranding of Nedjma to Ooredoo, the primary research problems of this study are the following: What is the impact of corporate rebranding to brand equity? How does corporate rebranding impact brand equity? And how does corporate rebranding influence customer perception and retention? In addition, to further clarify the two questions, the following sub-questions will also be addressed: What is corporate rebranding? What is the connexion between “customer perception and retention” and corporate rebranding? The research methodology adopted in the course of research is case study research. For the data collection, both the quantitative and qualitative methods were utilised. Together with archival search, survey questionnaires were distributed to gather the necessary quantitative data. While interviews were conducted for the collection of the qualitative data. For the analysis of the collected data, coding and analysis of the questionnaire were made and thematic analysis was applied in the qualitative data. Some of the findings of the study are: 1.The definition of corporate rebranding must include the notion of risk and uncertainty as part of its inherent connotation. 2. The concept of brand equity continuum provides the connexion among corporate rebrand, brand equity and customer perception. Contents

Chapter 1: Introduction6
1.1 Purpose of the study6
1.2 Context of the study6
1.3 Problem statement7
1.3.1 Main problem7
1.3.2 Sub-problems8
1.4 Significance of the study8
1.5 Limitation of the study8
Chapter 2: Literature Review10
2.1 Introduction10
2.2 Branding10
2.2.1 Definition of a brand10
2.2.2 Definition of branding11
2.2.3 Objective of branding11
2.2.4 Brand equity12
2.2.5 Component of brand equity13
2.3 Rebranding15
2.3.1 Definition and the meaning of rebranding15
2.3.2 The role of rebranding16
2.3.3 Rebranding frameworks17
2.3.4 Drivers of corporate rebranding17
2.3.5 Dimension of corporate rebranding19
2.3.6 Types of corporate rebranding20
2.4 Service rebranding22
2.4.1 The concept of service rebranding22
2.4.2 Rebranding in telecommunication22
2.4.3 Customers and corporate rebranding in telecommunication.23 2.5 Telecommunication industry in Algeria25
2.6 The rebranding of the corporation Nejma to Ooredoo26
2.7 Summary of the review27
Chapter 3 Research Methodology29
3.1 The choice of methodology and case companies29
3.2 Method of research29
3.2.1Qualitative Method29
3.2.2Quantitative Method30
3. 3 Types of Research31
3.3.1 Descriptive Research31
3.3.2Exploratory Research32
3.3.3 Explanatory Research32
3.4. Population and sampling of research33
3.4.1 Population33
3.4.2 Sampling34
3.5. Data collection34
3.5.1 Interviews34
3.5.2 Survey questionnaire35
3.6 reliability and validity36
CHAPTER 4: Analysis37
4.1 Findings and analysis37
4.1.1 Impact of rebranding on brand equity37
4.1.2 Impact of rebranding on customer perception40
4.1.3 Impact of rebranding on customer retention44
4.2 Theoretical...

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