Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar

This is an exploratory study about organisations using rebranding as a brand management strategy in Malaysia. It aims to identify motivations or reasons for companies to undertake the rebranding exercise and to determine the stages in the rebranding process. Substantial studies on rebranding have b...

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Main Author:	Jaafar, Rosni
Format:	Thesis
Language:	English
Published:	2013
Subjects:	Malaysia
Online Access:	http://ir.uitm.edu.my/id/eprint/15191/ http://ir.uitm.edu.my/id/eprint/15191/1/TP_ROSNI%20JAAFAR%20BM%2013_5.pdf

id	uitm-15191
recordtype	eprints
spelling	uitm-151912016-11-08T03:20:40Z http://ir.uitm.edu.my/id/eprint/15191/ Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar Jaafar, Rosni Malaysia This is an exploratory study about organisations using rebranding as a brand management strategy in Malaysia. It aims to identify motivations or reasons for companies to undertake the rebranding exercise and to determine the stages in the rebranding process. Substantial studies on rebranding have been conducted in Europe and the United States where brand management is an acknowledged strategy for successful businesses. This study seeks to document the reasons for rebranding and stages of the rebranding process of Malaysian companies. A comparison of similarities and differences of the Malaysian rebranding experience with existing studies was conducted. Based on the findings a conceptual framework is proposed. This research made use of the qualitative method, using the case study approach and in depth interview for data collection. Two government linked companies Bank Islam Malaysia Berhad and TM Berhad participated in this research. Eisenhardt’s (1989) process of building theories from case studies framework was utilised to develop the research and grounded theory method was adapted in the data analysis. Data sources triangulation serve as a method to enhance the study and in depth interview was the method of primary data collection. Two precipitating drivers for the case studies were finance and corporate strategy change. TM was mainly rebranded to institute a corporate change while Bank Islam rebranded due to financial and corporate circumstances. The Malaysian rebranding process consists of situation analysis (dominated by brand audit), brand identity (development of new brand values, logo and slogan), brand communication and measurement and monitoring. A combination of evolutionary and revolutionary rebranding was implemented for these organisations. Future research can focus on other government linked companies in Malaysia that had undertaken the rebranding exercise 2013 Thesis NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/15191/1/TP_ROSNI%20JAAFAR%20BM%2013_5.pdf Jaafar, Rosni (2013) Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar. PhD thesis, Universiti Teknologi MARA.
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Malaysia
spellingShingle	Malaysia Jaafar, Rosni Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar
description	This is an exploratory study about organisations using rebranding as a brand management strategy in Malaysia. It aims to identify motivations or reasons for companies to undertake the rebranding exercise and to determine the stages in the rebranding process. Substantial studies on rebranding have been conducted in Europe and the United States where brand management is an acknowledged strategy for successful businesses. This study seeks to document the reasons for rebranding and stages of the rebranding process of Malaysian companies. A comparison of similarities and differences of the Malaysian rebranding experience with existing studies was conducted. Based on the findings a conceptual framework is proposed. This research made use of the qualitative method, using the case study approach and in depth interview for data collection. Two government linked companies Bank Islam Malaysia Berhad and TM Berhad participated in this research. Eisenhardt’s (1989) process of building theories from case studies framework was utilised to develop the research and grounded theory method was adapted in the data analysis. Data sources triangulation serve as a method to enhance the study and in depth interview was the method of primary data collection. Two precipitating drivers for the case studies were finance and corporate strategy change. TM was mainly rebranded to institute a corporate change while Bank Islam rebranded due to financial and corporate circumstances. The Malaysian rebranding process consists of situation analysis (dominated by brand audit), brand identity (development of new brand values, logo and slogan), brand communication and measurement and monitoring. A combination of evolutionary and revolutionary rebranding was implemented for these organisations. Future research can focus on other government linked companies in Malaysia that had undertaken the rebranding exercise
format	Thesis
author	Jaafar, Rosni
author_facet	Jaafar, Rosni
author_sort	Jaafar, Rosni
title	Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar
title_short	Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar
title_full	Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar
title_fullStr	Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar
title_full_unstemmed	Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar
title_sort	rebranding as an assessment of brand management strategy: the case of malaysian government linked companies (glcs) / rosni jaafar
publishDate	2013
url	http://ir.uitm.edu.my/id/eprint/15191/ http://ir.uitm.edu.my/id/eprint/15191/1/TP_ROSNI%20JAAFAR%20BM%2013_5.pdf
first_indexed	2023-09-18T22:53:18Z
last_indexed	2023-09-18T22:53:18Z
_version_	1777417687761158144

Rebranding as an assessment of brand management strategy: The case of Malaysian government linked companies (GLCS) / Rosni Jaafar

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