Publicação
Effects of rebranding on brand equity – Pestana Hotel Group
| Resumo: | Corporate rebranding has been an increasing practice among several businesses and organizations that want to increase market share and capital returns. This study explores those kind of marketing strategies especially in the hotel industry. The aim of this investigation is to understand the effects of Pestana Hotel Group rebranding on brand equity constructs and realize if there was significant improvements on brand experience, brand loyalty, brand awareness, and perceived quality. The assessment focus on logo‟s change and it based on public‟s perspective. The results revealed not only a significant attachment towards the old Pestana‟s brand logo from the customers, but also the fact that the new slogan had more impact than the new logo. There was also a contained reaction from the public to the new logo, minimizing potential improvements on perceived brand experience and brand awareness. The study contributes to the limited rebranding literature, specifically in Portugal, as well as to companies or management/ marketing students who are looking for practical information about rebranding processes and key factors for successful brand changes. |
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| Autores principais: | Remédios, Francisca Maria Pacheco Pinto |
| Assunto: | Corporate rebranding Brand equity Logo associations Logo change awareness Instrumentos financeiros Sistemas de pagamento Preferência do consumidor Tomada de decisão Mapa cognitivo |
| Ano: | 2016 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Corporate rebranding has been an increasing practice among several businesses and organizations that want to increase market share and capital returns. This study explores those kind of marketing strategies especially in the hotel industry. The aim of this investigation is to understand the effects of Pestana Hotel Group rebranding on brand equity constructs and realize if there was significant improvements on brand experience, brand loyalty, brand awareness, and perceived quality. The assessment focus on logo‟s change and it based on public‟s perspective. The results revealed not only a significant attachment towards the old Pestana‟s brand logo from the customers, but also the fact that the new slogan had more impact than the new logo. There was also a contained reaction from the public to the new logo, minimizing potential improvements on perceived brand experience and brand awareness. The study contributes to the limited rebranding literature, specifically in Portugal, as well as to companies or management/ marketing students who are looking for practical information about rebranding processes and key factors for successful brand changes. |
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