Redefining brand identity - Case BobbyHouston

Abstract

The purpose of this product thesis is to build a theoretically based framework and analysis that enables a better understanding of corporate rebranding processes among small compa- nies. Corporate rebranding is created as tangible manual concentrating on changes to corpo- rate identity, visual elements, position, name and logo as well as perception, competitive ad- vantage and value proposition. The theoretical background and competition analysis is based on literary of brand identity, rebranding and internal branding. Goals are to elaborate and gain knowledge on the important factors in rebranding process in order to better build the rebranding manual as a separate product for case company Bobby- Houston. The scope is kept narrow, based on theory, analysis of competition and interviews to better provide a deeper understanding of the product as a whole. As mentioned interviews were conducted to support the rebranding manual and they were carried out logically to clarify case company’s current identity, needs and market situation. They opened the door to the company and gave necessary information in order to create a sufficient manual. In conclusion the theory base, analysis and rebranding manual will serve as a tool to build and develop BobbyHouston new brand even further and to help them better communicate internally and externally. It is advised to strengthen brand awareness as well as brand mes- sage they deliver to their target audience to be able to strengthen their brand identity at the same time.