How the company brand is delivered after rebranding?

Abstract

The following research is done for undergraduate dissertation. The aim for the research is to investigate brand delivery after rebranding, in the case of Santander UK. The current financial situation has created mistrust among the population towards financial industry. Introducing a new brand in this environment and the process of brand delivery is interesting. The research examines the strategies Santander UK used when rebranding the branches it had acquired. It also investigates the brand perceptions of Santander UK in order to conclude whether the brand is being delivered to the people and more importantly how it is received. The data collected is applied into the current literature and analysed to discover the overall brand delivery of Santander UK.