The purpose of the present study is to build a theoretically based and empirically groundedframework that enables a better understanding of corporate rebranding processes among smallcompanies. Corporate rebranding is addressed from a visual viewpoint concentrating on changesto corporate name and logo. The theoretical background is based on corporate branding, corporaterebranding and organisational change literature.
The research setting is small software companies that operate in B2B markets. The empiricalpart is conducted as a multiple case study of three cases by gathering data both before and aftercorporate name changes. The main data gathering method was narrative interviews supported byseveral specifying interviews and secondary data.
The results are first presented as narratives followed by process descriptions and finallycombined into an empirically grounded processual framework for corporate rebranding. First,context-related characteristics influencing and reasons for corporate rebranding are revealed.Second, sub-processes of corporate rebranding are presented during three different time periods;1) before establishing the company, 2) after establishing the company during the time when theoriginal corporate name is in use and 3) after establishing the company when the new corporatename is in use. Third, outputs of corporate rebranding are described in the forms of the new nameand logo.
For small business managers the study offers four interesting findings. First, developing a newcorporate name in company is cheap but may take several years. Using marketing communicationsagencies may result in a faster process, but in that case, the cost implications should be accepted.Second, the company should inform its stakeholders of the forthcoming name change for tworeasons: 1) stakeholders may provide ideas for a new name; and 2) proactively spreadinginformation on a forthcoming name change may avoid misunderstandings, for example, rumoursof bankruptcy, when the name change is executed. Third, encouraging stakeholders to invent anew name and evaluate the potential new name may help to ensure that the new name will notcause any unwanted associations. Fourth, in launching the new name electronic devices may befar more cost-effective than expensive marketing communications campaigns to communicate thechange.
