Rebranding in Preparation for International Expansion : Case Study: Rebranding of SME SunSpelt Oy
Jedrzejczyk, Joshua (2017)
Oulun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201703143240
https://urn.fi/URN:NBN:fi:amk-201703143240
Tiivistelmä
This thesis was developed to support the commissioning company SunSpelt Oy, as well as other companies, with their rebranding process and potential expansion to a foreign market. The thesis aims to identify what methods can be used to successfully rebrand, as well as which factors should be considered before expanding to an international market. The theory included focuses on informing the reader of the components of branding, rebranding and international expansion.
The theoretical framework identifies a wide range of methods that should be considered during the rebranding and expansion process, including the brand identity prism, rebranding continuum, SWOT, PESTLE and CAGE distance analyses as well as explaining the process of an international strategy framework. The theoretical framework is then applied in practice through the research method, which is a case study of the commissioning company. This case study provides a detailed example of market research, the creation of a brand identity, logo and packaging, as well as a developed international strategy for the company’s target market.
The results achieved from this study recognize that if a company wishes to have a successful rebranding campaign, combined with a potential international expansion, then there are various methodologies to consider utilizing. The outcome emphasizes the need to understand the motivations for rebranding, the importance of brand identity and being aware of how to construct it properly, as well as choosing the most suitable expansion strategy. The case study oversees the multiple steps taken in the rebranding process to achieve a successful new brand.
To further measure or develop the results of this thesis, authors may wish to study the rebranding of a larger organizations, such as multinational corporations. The resources of SME’s are limited, and therefore results of rebranding larger enterprises with greater finances may provide a completely different rebranding process.
The theoretical framework identifies a wide range of methods that should be considered during the rebranding and expansion process, including the brand identity prism, rebranding continuum, SWOT, PESTLE and CAGE distance analyses as well as explaining the process of an international strategy framework. The theoretical framework is then applied in practice through the research method, which is a case study of the commissioning company. This case study provides a detailed example of market research, the creation of a brand identity, logo and packaging, as well as a developed international strategy for the company’s target market.
The results achieved from this study recognize that if a company wishes to have a successful rebranding campaign, combined with a potential international expansion, then there are various methodologies to consider utilizing. The outcome emphasizes the need to understand the motivations for rebranding, the importance of brand identity and being aware of how to construct it properly, as well as choosing the most suitable expansion strategy. The case study oversees the multiple steps taken in the rebranding process to achieve a successful new brand.
To further measure or develop the results of this thesis, authors may wish to study the rebranding of a larger organizations, such as multinational corporations. The resources of SME’s are limited, and therefore results of rebranding larger enterprises with greater finances may provide a completely different rebranding process.