The effect of product rebranding on market performance: A study of a legacy brand in Kaduna, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Product rebranding involves refreshing a brand’s image, messaging, and identity to align with changing market trends and consumer expectations. In Kaduna, a well-established legacy brand has undergone a rebranding initiative to modernize its image, appeal to younger demographics, and reinvigorate its market presence (Adeniyi, 2023). This process includes updating visual identity, repositioning product messaging, and launching new marketing campaigns designed to communicate the brand’s renewed values and commitments (Ogunyemi, 2024). Rebranding efforts aim to overcome stale perceptions and revitalize customer interest, ultimately leading to improved market performance and competitive differentiation (Chukwu, 2025). Although rebranding is widely practiced, its effectiveness in enhancing market performance for legacy brands remains underexplored. This study investigates how rebranding affects market performance, focusing on changes in sales, market share, and consumer attitudes.
Statement of the problem
Despite undergoing rebranding, legacy brands often face challenges in achieving the desired improvements in market performance. The rebranding initiative in Kaduna may not yield significant changes if consumer perceptions remain entrenched in the brand’s historical image (Adeniyi, 2023). Inconsistent messaging and resistance to change among loyal customers may further impede rebranding success (Ogunyemi, 2024). The lack of clear metrics to evaluate rebranding outcomes complicates the assessment of its effectiveness. This study aims to address these issues by examining the impact of product rebranding on market performance, providing insights into the factors that drive successful transformation for legacy brands (Chukwu, 2025).
Objectives of the study:
To evaluate the impact of product rebranding on market performance.
To identify key factors that influence consumer acceptance of rebranding.
To recommend strategies for optimizing rebranding efforts in legacy brands.
Research questions:
How does product rebranding affect market performance for a legacy brand in Kaduna?
What factors influence consumer acceptance of a rebranded product?
How can legacy brands optimize rebranding strategies to enhance market performance?
Significance of the study
This study is significant as it provides empirical insights into the effects of product rebranding on market performance. The findings will help legacy brands in Kaduna and similar markets refine their rebranding strategies to achieve better consumer acceptance and improved sales. The research contributes to the academic discourse on brand management and offers practical recommendations for revitalizing established brands in competitive environments (Ogunyemi, 2024).
Scope and limitations of the study:
The study is limited to evaluating product rebranding and its impact on market performance for a legacy brand in Kaduna, Nigeria. Results may not be generalizable to other industries or regions.
Definitions of terms:
Product Rebranding: The process of updating a brand’s image, messaging, and identity.
Market Performance: The measurable success of a product in the market, including sales and market share.
Legacy Brand: An established brand with a long history and established market presence.
Related Project Materials
ASSESSMENT OF THE APPLICATION OF INFORMATION RESOURCE DEVELOPMENT STRATEGIES FOR ACQUISITION IN SPECIAL LIBRARIES IN NIGERIA
ABSTRACT
This study was conducted to assess the various strategies applied by special libraries in Nigeria, using Plateau State as case s...
FINGERPRINT BASED STUDENT ATTENDANCE MONITORING SYSTEM
Background of the Study
Attendance management of students in institution can be rigorous using the conventional method o...
The Impact of Brand Positioning on Market Share: A Case Study of First Bank in Yobe State
Background of the Study
Brand positioning, which involves creating a distinct image and identity in the minds of target...
An assessment of nurses' preparedness for handling cases of acute myocardial infarction at Edo State Specialist Hospital
Background of the study
Acute myocardial infarction (AMI), commonly known as a heart attack, remains one of the leading...
IMPACT OF SOCIAL MEDIA ON COMMUNITY DEVELOPMENT IN NIGERIA
BACKGROUND OF THE STUDY
In the last few years, the social media phenomenon has become increasing...
EFFECT OF HOUSING CONDITIONS ON STUDENTS ACADEMIC PERFORMANCE
Abstract
This study investigated the critical factors that influenced students’ choice of residential accommodatio...
The Challenges in Implementing Auditing Practices in Cooperative Societies in Mokwa Local Government Area
Background of the Study
Cooperative societies play a vital role in promoting economic development and improving the live...
The impact of peer influence on academic performance among secondary school students in Bida LGA, Niger State
Background of the Study :
Peer influence plays a crucial role in shaping the academic experiences and outcomes of secondary...
An Examination of the Ethical Implications of Tax Avoidance Practices in Nigerian Multinational Companies: A Study of Chevron Nigeria Ltd
Background of the Study
Tax avoidance, though legal, has long been a subject of ethical debate, particular...
FACTORS MILITATING AGAINST THE TEACHING OF MECHANICAL ENGINEERING CRAFT PRACTICE IN GOVERNMENT TECHNICAL COLLEGES
ABSTRACT
The journey on the path of technical education started as far back as in the 1930’s when...
