My dissertation as i mentioned before is on the impact of rebranding , more precisely the change of the name that the corporation have been through the last year .However ,the rebranding concept should be explored and the project has to make sense ,
first as i can see there is no space to attach any document so i will put here the instruction of the first part and upload later on the other part
1.Introduction
1.1Purpose of the study
1.2Context of the study (logo, slogan, color scheme)
1.3Problem statement
1.3.1Main problem
1.3.2Sub-problems
1.4Significance of the study
1.5Limitation of the study.
2.Literature review:
2.1Introduction
2.2 Branding
2.2.1Definition of a brand
2.2.2 Definition of branding
2.2.3Objective of branding
2.2.4Brand equity
2.2.5Component of brand equity
Brand awareness
Perceived quality
Brand association
Brand loyalty
2.3Rebranding
2.3.1Definition and the meaning of rebranding
2.3.2The role of rebranding
2.3.3Rebranding frameworks
2.3.4Drivers of corporate rebranding
2.3.5Dimension of corporate rebranding
2.3.6Types of corporate rebranding
2.4Service rebranding
2.4.1.The concept of service rebranding
2.4.2 rebranding in telecommunication
2.4.3 customer and corporate rebranding in telecommunication.
2.4.3.1 brand image
2.4.3.2 service quality
2.4.3.3. Trust
2.4.3.4 Customer loyalty
2.4.3.5 Switching
2.5 telecommunication industry in Algeria
2.6 the rebranding of the corporation Nejma to Ooredoo
Main problem:
The research problem was to analyse the impact of rebranding on brand equity in Algerian telecommunication industry and the drivers influencing the customers perception and retention.
The rebranding that was done by the corporation is the change of the name the company switched from Nedjma to Ooredoo , one of the telecommunication operator in Algeria .
Sub-problems
The first problematic was to explore the impact of corporate rebranding and brand equity.
The second problem was to understand the impact of rebranding on customers perception and retention.
