The effects of rebranding on customer-based brand equity

The luxury fashion market is predicted to continue to grow rapidly, as millennial are becoming the new luxury consumers. Differentiation from competitors, attracting new consumers, and continuously maintaining brand equity is more challenging than ever, especially for global brands. The purpose of this study is to explore the drivers and process of rebranding and its influence on brand awareness and customer-based brand equity within the luxury fashion market. This study adopts a multi-method qualitative approach, employing semi-structured interviews with practitioners, consumer-based focus groups, and semiotics - in order to measure the impact of rebranding processes on customer-based brand equity. The findings outline the most frequent drivers and the crucial steps of a rebranding process for the luxury market. Radical and moderate changes can be made to the brand image and further support customer-based brand equity, yet, it is vital to remain true to the original heritage and brand's DNA.