A study on the re-branding of Krea and consumers’ perceptions on the new brand identity

Abstract

Purpose: The purpose of this study was to evaluate the effectiveness of the rebranding of Krea. It aimed to assess the steps within the branding process of the company, and to identify whether the firms’ objectives matched the consumers’ attitudes on the new brand. Design and Methodology: Journals and related studies were evaluated to recognize any tangible branding cues that influence consumer perceptions. Furthermore, an observational study was conducted on the re-branding process of Krea. By using the acquired information, an online survey was distributed via email and social media to the general public and Krea customers to arrive at the above mentioned conclusion. Findings: The study indicated that the promotion of the new branding was insufficient as people were not yet aware of the new Krea. Nonetheless, the majority of respondents had a positive attitude towards the new Krea when they were showed certain qualities and elements of the new branding. This means that the company has achieved its goal of improving people’s perceptions on Krea. Research limitations: The survey was distributed just a few weeks after the company launched the new brand in the market. The promotional campaign was still in progress and the e-commerce website was not yet introduced. Due to this, most of the respondents formulated their perception of the new brand based on the information provided in the survey. Moreover, no questions could be asked in relation to the new e-commerce website. Practical implications: The study highlighted the importance of having a full blown promotional campaign including all the elements of the re-branding when launching a new brand. Krea should highly engage with current and potential customers, especially in the first stages of the new branding to maximise awareness and increase brand likability. Originality and value: A number of authors have researched about branding elements and consumer perceptions, however this study applied these values to the furniture industry in the local market. The focus of such study provided a rich analysis of the consumers’ attitudes on specific re-branding features of Krea.