Redefining Rebranding: Identity-Image Dynamics

Abstract Extant rebranding conceptualisation limits its scope to redesigning the visual brand identity elements, whereas practical and academic references suggest otherwise. Motivated by this, our study strives to build a holistic understanding of this phenomenon by proposing a comprehensive rebranding framework. This study proposes a conceptual model of rebranding based on the identity–image dynamics. For doing so, we have conceptualised rebranding as a comprehensive change of existing brand identity, triggered by construed brand image discrepancy. The model defines rebranding as a change in the core and external brand identities, with those having a concomitant effect on construed brand image discrepancy to create an alignment. Further, leadership, quality of change communication, employee participation and brand age have been proposed as enabling conditions for the process. The model will assist managers in rebranding decisions as it places equal emphasis on its rightful conception and successful implementation. This will also sensitize managers about their pivotal role in getting the employee’s buy-in for the process, which is critical for achieving the desired results.