REBRANDING

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Topic: The impact of rebranding on brand equity, customer perception and retention in telecommunication industry: case study the rebranding of Nedjma Algerian operator to the group Ooredoo

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Abstract
Corporate rebranding is a strategic activity undertaken by corporations as they try to revitalise their firm and reassert their market position. As corporate rebranding is conceived as a viable strategic option for brand/corporate revitalisation, it is also worrying that CEOs and senior management assume that changing the company’s identity will automatically translate to enhance company image. From this perspective, the study explores the impact of corporate rebranding to brand equity through a look into the Nedjma, a telecommunication service provider in Algeria, which has been rebranded recently as Ooredoo. Focusing on the corporate rebranding of Nedjma to Ooredoo, the primary research problems of this study are the following: What is the impact of corporate rebranding to brand equity? How does corporate rebranding impact brand equity? And how does corporate rebranding influence customer perception and retention?
In addition, to further clarify the two questions, the following sub-questions will also be addressed: What is corporate rebranding? What is the connexion between “customer perception and retention” and corporate rebranding?
The research methodology adopted in the course of research is case study research. For the data collection, both the quantitative and qualitative methods were utilised. Together with archival search, survey questionnaires were distributed to gather the necessary quantitative data. While interviews were conducted for the collection of the qualitative data. For the analysis of the collected data, coding and analysis of the questionnaire were made and thematic analysis was applied in the qualitative data. Some of the findings of the study are: 1.The definition of corporate

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