To what extent is rebranding the best strategy after negative publicity?

Files

Supervisors: Steils, Nadia
Faculty: Louvain School of Management
Degree label: Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract: This thesis focuses on the internal and external factors that could drive a company to use revolutionary rebranding as a strategy after negative publicity. To conduct this research a literature review was conducted. To begin, the key concepts of brand reputation, negative publicity, recovery strategy and rebranding were discussed. To arrive at the question: To what extent is rebranding the best strategy after negative publicity? In the second part, a qualitative study on the factors involved in this choice was carried out with nine stakeholders by means of semi-directive interviews. Through these interviews, elements of response to the research question were found. These elements of answer allowed us to elaborate the determining factors in this choice which are: the existing loyalty of the consumers, the competitiveness of the market, the object of the bad press as well as the change of strategy during the rebranding.

Kennes, C. (2022). To what extent is rebranding the best strategy after negative publicity? https://dial-mem.test.bib.ucl.ac.be/handle/2078.2/30132