Rebranding can be defined as the corporate or organizational strategy in which a new name, symbol, culture and emotional orientation is created for an established brand with the intention of developing a new, differentiated identity in the minds of stakeholders.

We understand you recently completed a rebranding and we’re eager to hear about your experience as part of a research effort on the success of this strategy. Please share your thoughts to the questions below. Your responses will remain anonymous. 

If you are interested in receiving a copy of the study findings, please provide your name and email address at the conclusion.

Thanks in advance for your participation!

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* 1. What did you rebrand? Chose one from the list below:

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* 2. In what industrial category does your organization operate? Check the most applicable:

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* 3. When did you launch your new brand? Select the appropriate year:

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* 4. How long did the rebranding process take, from initial commitment to launch: Check just one:

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* 5. Please identify the various efforts that were included in your rebranding execution. Please check all that apply:

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* 6. Listed below are some of the reasons an organization or product line may choose to rebrand. Please indicate the top three reasons which motivated your rebranding effort where “1” would indicate the biggest reason, “2” the next largest, and “3” the third largest reason for your rebranding effort. If the answer does not apply, mark N/A.

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* 7. Listed below are some of the outcomes that may result from a rebranding effort. Using the sliding scale in the space below, you may check any number between +3 to -3 to identify the range of outcomes from your rebranding effort. Note: If the listed outcome is not relevant for your rebranding effort, please check “N/A” for “not applicable.”

  Significant Positive Improvement Moderate Positive Improvement Some Positive Improvement Neutral or No Impact Some Negative Decline Moderate Negative Decline Significant Negative Decline N/A
Improved sales
Improved differentiation
Improved employee engagement
Improved customer engagement
Improved stakeholder engagement
Improved visibility and recognition

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* 8. Listed below are some of the key obstacles an organization may encounter during the course of a rebranding effort. Please indicate the top three obstacles you encountered during your rebranding effort where “1” would indicate the biggest obstacle, “2” the next largest, and “3” the third largest obstacle to your rebranding effort. If the answer does not apply, mark N/A.

If you encountered no obstacles during your rebranding effort, please select N/A for each option.

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* 9. If you were to execute the rebranding all over again, what would you do differently? Type your response:

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* 10. Please estimate the total financial investment in rebranding specific activities, including any new advertising to communicate the rebranding? Select one:

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* 11. What type of outside consulting services did you use to guide your rebranding process? If you used more than one type of consulting service, please check all that apply:

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* 12. Thank you for your participation in this survey. Your contributions will help the business and non-profit worlds understand the steps to successful rebranding. Your answers will remain anonymous, but if you would like a copy of the survey findings when they are released publicly, please provide the following information:

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