An Analysis of Consumers’ Perception towards Rebranding

M.VITHYA; DR. Ti.M.SWAAMINATHAN

doi:10.36948/ijfmr.2023.v05i02.2545

An Analysis of Consumers’ Perception towards Rebranding

Author(s)	M.VITHYA, DR. Ti.M.SWAAMINATHAN
Country	India
Abstract	A massive increase in the variety of methods in which customers may express their identities has been one of the most important trends to emerge in the field of marketing over the course of the last ten years. This development has been largely fulled by the growth of one-to-one marketing and mass customisation, both of which have been important drivers of this trend. Because of this trend, many companies have renamed and repositioned their products and services to place more emphasis on how they complement the lifestyles of their target customers rather than on the functional aspects of the items themselves. In recent years, there has been a growing trend of rebranding in India, ranging from companies like Vodafone and Airtel and Hero MotoCorp (formerly Hero Honda) to media channels in a variety of different industries. This trend has been particularly prevalent in the telecommunications and automotive industries. In reaction to this movement, a number of multinational corporations have completely rethought and relaunched their product lines and service offerings. Throughout the process of rebranding, these companies lay a significant emphasis on the practical characteristics of their products and how those features fit into the lifestyle of a consumer. This strategy is favourably received by business houses. Companies prepare themselves to meet tough competition in their industries by revitalizing their brands, which also enables the companies to achieve a respectable part of the market. The rebranding efforts of Hero MotoCorp have produced some unexpected insights. Noteworthy are the drivers and strategy utilized by the two-wheeler company. These included an overhaul of the brand architecture, brand name, brand logo, and brand positioning with an emphasis on the development, renewal, and revitalization of the brand.
Keywords	Rebranding, Position, Perception, Brand Equity
Published In	Volume 5, Issue 2, March-April 2023
Published On	2023-04-22
Cite This	An Analysis of Consumers’ Perception towards Rebranding - M.VITHYA, DR. Ti.M.SWAAMINATHAN - IJFMR Volume 5, Issue 2, March-April 2023. DOI 10.36948/ijfmr.2023.v05i02.2545
DOI	https://doi.org/10.36948/ijfmr.2023.v05i02.2545
Short DOI	https://doi.org/gr6h8r

View / Download PDF File

E-ISSN 2582-2160

doi

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads

Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 6 Isu 6 Cover Page Vol 6 Isu 5 Cover Page Vol 6 Isu 4

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9898-5948-55	editor@ijfmr.com

International Journal For Multidisciplinary Research

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

An Analysis of Consumers’ Perception towards Rebranding

Share this