Background of the Study
Rebranding is a strategic process that involves changing a company’s identity through modifications in name, logo, design, or messaging to reflect a new vision, attract a different audience, or respond to market changes. Successful rebranding can rejuvenate a company’s image, improve customer perceptions, and drive growth (Abubakar & Yusuf, 2023).
UBA Plc, one of Nigeria’s leading financial institutions, has implemented several rebranding initiatives to remain competitive in the dynamic banking sector. In Kaduna State, these efforts include modernizing its branch designs, enhancing digital banking platforms, and revising its brand messaging to appeal to younger and tech-savvy customers (Olawale & Musa, 2024).
Despite its potential benefits, rebranding poses challenges such as customer resistance to change, high costs, and the risk of losing existing brand equity. This study assesses the effectiveness of UBA’s rebranding strategies in Kaduna State, focusing on their impact on customer perception and business growth.
Statement of the Problem
Although UBA Plc has invested in rebranding to enhance its market position, the effectiveness of these strategies in Kaduna State remains unclear. Customer resistance, inadequate communication, and inconsistent brand experiences may hinder the desired outcomes of rebranding initiatives (Okafor & Bello, 2023).
This study evaluates the effectiveness of UBA’s rebranding strategies, analyzing their impact on brand perception, customer loyalty, and market performance in Kaduna State.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
This study focuses on the assessment of UBA’s rebranding strategies in Kaduna State. It examines customer perceptions, brand equity, and business growth, excluding other regions or unrelated marketing activities.
Definitions of Terms
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