An appraisal of product rebranding campaigns on consumer perception: A study of a legacy brand in Kaduna, Nigeria
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Background of the study
Product rebranding campaigns are employed by legacy brands to rejuvenate their image and reconnect with evolving consumer preferences. In Kaduna, a well-established legacy brand has embarked on a comprehensive rebranding campaign aimed at modernizing its visual identity, messaging, and overall brand positioning. This campaign involves updating logos, packaging, and promotional materials while retaining core brand values to maintain consumer trust (Adeleke, 2023). Rebranding initiatives seek to alter outdated perceptions and position the brand as contemporary and relevant. Research suggests that effective rebranding can significantly impact consumer perception, leading to increased brand recognition and loyalty (Ogunyemi, 2024). However, there is limited empirical evidence on the impact of rebranding on consumer perceptions in emerging markets. This study investigates how rebranding efforts influence consumer perceptions of a legacy brand, examining factors such as brand familiarity, perceived quality, and overall consumer sentiment in Kaduna (Chukwu, 2025).
Statement of the problem
Although the legacy brand has undertaken rebranding campaigns, the extent to which these initiatives have improved consumer perceptions remains unclear. Consumers may continue to associate the brand with its historical image, and if the rebranding is not executed effectively, it may fail to resonate with target audiences (Adeleke, 2023). Additionally, rebranding efforts may be met with resistance from long-standing customers, complicating the process of market repositioning (Ogunyemi, 2024). This study seeks to address these challenges by examining the effectiveness of rebranding campaigns in altering consumer perceptions and enhancing overall brand equity in Kaduna (Chukwu, 2025).
Objectives of the study:
To evaluate the impact of product rebranding on consumer perception.
To identify key factors that influence consumer acceptance of rebranding.
To recommend strategies for optimizing rebranding campaigns.
Research questions:
How does product rebranding affect consumer perception of a legacy brand in Kaduna?
What factors contribute to successful consumer acceptance of rebranding?
How can legacy brands optimize rebranding strategies to improve market perception?
Significance of the study
This study is significant as it provides insights into the effects of rebranding on consumer perception for legacy brands. The findings will guide brands in Kaduna to refine their rebranding strategies to ensure they resonate with both new and existing customers, thereby enhancing brand equity and market competitiveness. The research contributes to academic literature on brand management and offers practical recommendations for successful rebranding (Ogunyemi, 2024).
Scope and limitations of the study:
The study is limited to evaluating product rebranding campaigns and their impact on consumer perception for a specific legacy brand in Kaduna, Nigeria. Results may not be generalizable to other brands or industries.
Definitions of terms:
Product Rebranding: The process of updating and refreshing a brand’s image and messaging.
Consumer Perception: The attitudes and beliefs that consumers hold regarding a brand.
Legacy Brand: An established brand with a long history and established market presence.
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