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
An evaluation of the acoustic properties of Yoruba tonal contours in Abeokuta
Background of the study
Tonal contours, which involve pitch variations, are a fundamental aspect of the Yoruba language, e...
An assessment of influencer marketing strategies on brand evolution: A case study of a fashion influencer in Port Harcourt
Background of the study:
Influencer marketing has become a key driver in the evolution of brand identity, particularly within the fashion...
An Assessment of the Challenges Facing the Nigerian Banking Sector in Adapting to Technological Changes: Evidence from Access Bank
Background of the Study
The global banking sector has undergone significant transformations due to rapid technological a...
An examination of teacher-pupil interaction and its impact on academic achievement in primary schools in Jega LGA, Kebbi State
Background of the Study
Effective teacher-pupil interaction is a cornerstone of quality education, particularly in primary...
An investigation of digital customer acquisition in corporate banking: A case study of Union Bank Nigeria, Lagos.
Background of the Study
Digital customer acquisition has become a cornerstone strategy for corporate banking as institutions seek to expa...
An Appraisal of Brand Repositioning and Consumer Perception: A Study of Nestlé Nigeria in Benue State
Background of the Study
Brand repositioning involves altering the perception of a brand in the minds of consumers, often...
THE ROLE OF ARTIFICIAL INTELLIGENCE IN FINANCIAL STATEMENT ANALYSIS
Abstract
This study explores the role of artificial intelligence (AI) in financial statement analysis i...
An appraisal of the impact of shopping festivals on retail business performance: A case study of supermarkets in Yobe State
Background of the Study
Shopping festivals are events that typically offer significant discounts, promo...
An Assessment of Nurses' Knowledge and Management of Gestational Diabetes in Plateau State Specialist Hospital
Background of the Study
Gestational diabetes mellitus (GDM) is a form of diabetes diagnosed during pr...
An evaluation of interest rate stability on deposit mobilization in banking: a case study of Fortis Microfinance Bank
Background of the Study
Interest rate stability is a fundamental factor in fostering depositor confidence...
