1Professor, Marketing, IILM Institute for Higher Education, New Delhi
2Assistant Professor, Marketing, Indian Institute of Forest Management, jayashree@iifm.ac.in
*Corresponding author Email-id: joyeeta.chatterjee@iilm.edu/chatterjee.joyeeta@gmail.com, joyss@rediffmail.com
One of the significant marketing changes in the past decade involves the dramatic increase in the variety of ways in which consumers can express their identities. This trend has led many companies to rebrand their products or services. This study was primarily conducted to understand the rebranding process of Airtel; whether the changes incorporated are cosmetic or actual in service offerings and the impact of rebranding of Airtel on customers.
Both primary and secondary researches were conducted. Judgemental sampling was used. Sample size was 162. In addition, two focus group interviews were conducted, each with eight members, first phase with pre rebranding and the second with post-rebranding discussions.
There were differences in the perception towards rebranding among respondents, both customers and noncustomers of Airtel. Despite having very high awareness of the new logo, respondents did not appreciate the new change. There were differences of opinion regarding tagline, jingle and colour of the new logo, after the rebranding. Research limitations: Study was carried out in Delhi and NCR areas only.
Airtel is one of the trusted brands in Indian market. The company needs to focus on its existing customers and their expectations from the brand and bring required changes in the product offerings. Simply engaging themselves on changing brand elements like logo, tagline and jingle may not be enough.
This study is a result of an original work.
Rebranding, Brand Recall, Airtel, Consumer Perception, Emotional Connect
