Honors Theses
Date of Award
Spring 5-13-2023
Document Type
Undergraduate Thesis
Department
Marketing
First Advisor
Matthew Shaner
Second Advisor
Melissa Cinelli
Third Advisor
Patricia Overstreet-Miller
Relational Format
Dissertation/Thesis
Abstract
A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview or questionnaire. Each organization was placed into one of four categories regarding stakeholder engagement: high external, low external, high internal, or low internal. Findings of the research differed from past literature in that most organizations chose not to engage external stakeholders yet have not experienced any hardship due to any brand changes.
Recommended Citation
Vandiver, Abby, "Brand on the Run: The Effects of Internal and External Stakeholder Communication of Corporate Rebranding Efforts" (2023). Honors Theses. 2883.
https://egrove.olemiss.edu/hon_thesis/2883
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