The Effectiveness of Lotus Rebranding Strategies towards Malaysian Young Adults' Buying Behaviour

Chong, Joseph Ming Han (2022) The Effectiveness of Lotus Rebranding Strategies towards Malaysian Young Adults' Buying Behaviour. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study is to investigate rebranding strategies, a process of changing the corporate image of a company. Rebranding refers to the process which a company creates a new brand identity in the minds of customers, competitors and partners by changing its name, logo, slogan, vision, mission, values and target audience. It can help the company to gain new consumers, remain relevant, distinguish themselves from the competitors and raise brand awareness. This research aims to analyse the effectiveness of the Lotus’s rebranding strategies towards Malaysian young adults’ buying behaviour. It also examines the influence of Lotus’s rebranding strategies in creating perception and the acceptance level among Malaysian young adults. The quantitative approach of an online survey was used to collect 100 responses from Malaysian young adults. Based on the findings, Lotus’s rebranding strategies do affect the Malaysian young adults’ buying behaviour. Moreover, Lotus’s rebranding strategies are able to change the perception of Malaysian young adults. However, Malaysian young adults do not accept Lotus’s rebranding strategies. The results of this study are helpful to advertisers who are planning to rebrand their company and other researchers as it shows young adults’ opinions and how they perceive rebranding strategies.