Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli

Maintaining strong brand equity is not an easy task for the organization. Without proper planning and strategy, the brand might face lots of trouble. The same goes to the Campbell Complex. This shopping complex used to be very famous in the backdays. But now the situasion is not the same anymore. Th...

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Main Author:	Ramli, Muhd Hafiz
Format:	Thesis
Language:	English
Published:	2012
Subjects:	Study and teaching Research
Online Access:	https://ir.uitm.edu.my/id/eprint/33088/1/33088.pdf
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id	my-uitm-ir.33088
record_format	uketd_dc
spelling	my-uitm-ir.330882020-08-03T01:43:38Z Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli 2012-06 Ramli, Muhd Hafiz Study and teaching. Research Maintaining strong brand equity is not an easy task for the organization. Without proper planning and strategy, the brand might face lots of trouble. The same goes to the Campbell Complex. This shopping complex used to be very famous in the backdays. But now the situasion is not the same anymore. The new management of Campbell Complex currently is worried about this situation. Therefore they had decided to rebrand the Campbell Complex but at the same time maintaining the advantage of this shopping complex. This study was done for the purpose to clarify the rebranding concepts and investigated the influences of rebranding toward brand equity. Structured questionnaire was used in this study. 110 questionnaires were distributed to the tenants and customers of Campbell Complex. Based on the analysis, it was found that rebranding (internal branding, repositioning, brand name and online advertising) influences brand equity. All concepts was found positively influenced brand equity 2012-06 Thesis https://ir.uitm.edu.my/id/eprint/33088/ https://ir.uitm.edu.my/id/eprint/33088/1/33088.pdf text en public degree Universiti Teknologi MARA, Kelantan Faculty of Business and Management Muhamad, Ruhani
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Muhamad, Ruhani
topic	Study and teaching Research
spellingShingle	Study and teaching Research Ramli, Muhd Hafiz Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli
description	Maintaining strong brand equity is not an easy task for the organization. Without proper planning and strategy, the brand might face lots of trouble. The same goes to the Campbell Complex. This shopping complex used to be very famous in the backdays. But now the situasion is not the same anymore. The new management of Campbell Complex currently is worried about this situation. Therefore they had decided to rebrand the Campbell Complex but at the same time maintaining the advantage of this shopping complex. This study was done for the purpose to clarify the rebranding concepts and investigated the influences of rebranding toward brand equity. Structured questionnaire was used in this study. 110 questionnaires were distributed to the tenants and customers of Campbell Complex. Based on the analysis, it was found that rebranding (internal branding, repositioning, brand name and online advertising) influences brand equity. All concepts was found positively influenced brand equity
format	Thesis
qualification_level	Bachelor degree
author	Ramli, Muhd Hafiz
author_facet	Ramli, Muhd Hafiz
author_sort	Ramli, Muhd Hafiz
title	Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli
title_short	Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli
title_full	Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli
title_fullStr	Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli
title_full_unstemmed	Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli
title_sort	rebranding of campbell complex and impact toward its brand equity / muhd hafiz ramli
granting_institution	Universiti Teknologi MARA, Kelantan
granting_department	Faculty of Business and Management
publishDate	2012
url	https://ir.uitm.edu.my/id/eprint/33088/1/33088.pdf
_version_	1783734219831246848

Rebranding of campbell complex and impact toward its brand equity / Muhd Hafiz Ramli

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