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Marketing — 2025, Undergraduate
This study investigated the effect of rebranding on consumer perception and brand image in the Nigerian banking sector. A descriptive survey design was adopted with questionnaires administered to bank customers who had experienced rebranding initiatives. Data were analysed using descriptive statistics and regression analysis. The findings revealed that well-executed rebranding improved brand relevance, modernisation, and customer perception, while poorly communicated rebranding caused confusion and transient negative sentiment. The study found that tangible service improvements were necessary for rebranding to translate into lasting image gains. It recommends comprehensive stakeholder communication and alignment of rebranding with service delivery.
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