The Impact of Corporate Rebranding on Customer Perception: Evidence from the Textile Industry

Abstract

The term "Corporate Rebranding" refers to the deliberate process through which businesses seek to alter their public persona and standing in the eyes of consumers. Rebranding helps businesses keep their competitive edge, adjust to new market realities, and recover from unfavourable press. Rebranding has been widespread in the textile sector, with businesses placing significant emphasis on advertising and public perception in order to attract and retain customers. Yet, client reaction is crucial to the success of any rebranding effort. Rebranding has the potential to boost consumer loyalty, brand equity, and market share if received well by the target audience. The purpose of this study is to analyse how a company's decision to rebrand will affect its image in the textile market. The study will examine the degree to which consumers' impressions of a firm shift after it undergoes a rebranding effort, using a mixed-method approach that draws on qualitative and quantitative data sources. In-depth interviews and focus groups with clients will be used as a qualitative data source, while surveys and secondary data analysis will be used for quantitative purposes. The study will also look at what influences consumers' impressions of the rebranding. Customers' reactions to a rebranding effort might vary depending on a variety of circumstances, including the company's existing brand loyalty, the authenticity of the new brand, and the perceived value of the new brand. For instance, brand loyalists may view a rebranding effort unfavourably if they believe it is not in line with the company's basic principles or threatens the integrity of the brand. Customers may also react badly to a company's rebranding effort if they believe it is an attempt to mislead them. Findings from this study can help companies in the textile sector that are considering rebranding projects, as well as anybody interested in learning more about the effects of corporate rebranding on consumer perception. Companies may better satisfy consumer requirements and expectations with rebranding campaigns if they have a firm grasp of the aspects that affect customers' perceptions of such efforts. Long-term success depends on factors like customer loyalty, brand equity, and market share, all of which may improve if this is implemented properly.