The Impact of Corporate Re-branding on Brand Equity and Firm Performance

Strong brand enhances positive evaluations of a product’s quality, maintains a high level of product awareness, and provides a consistent image or brand personality. As time passes by, these brands remain unchanged and consumers ’ perceptions towards the brands are changing. These brands are becoming obsolete by themselves because of the changing society and modern brands. Thus, re-branding is a necessary strategy that can escalate a new business image to build confidence to the consumers. This paper will focus on the corporate re-branding strategy with the approach on the effect of consumers ’ perception in Thailand. The key measurement of successful perception of re-branding is brand equity which composite with brand awareness, brand association, perceived quality, brand loyalty, and other proprietary brand assets by conduct survey on consumer.