An investigation into the effects of multiple rebranding on the overall corporate brand identity. A study on Uber’s corporate brand identity shift.

Abstract

The purpose of this study was to investigate the effects that multiple rebranding has on the overall corporate brand identity. It focused on the understanding of how rebranding as a whole works and in the instance of a corporate brand that undergoes the act multiple times. The overall objective of the study was to investigate how Uber’s multiple rebranding throughout the years, has affected the overall Uber corporate brand identity. This objective was achieved through gaining an understanding of what strategic value Uber Riders perceive the corporate brand has gained, through their multiple rebranding and how the act of multiple rebranding has influenced how they perceive the overall Uber corporate brand identity. Qualitative research was conducted with two focus groups comprised of Uber Riders who have used the Uber app since the brand first launched in South Africa. The research revealed that multiple rebranding works for corporate brands similar to Uber’s nature which are digital based apps, as their industry requires them to constantly change, stay on trend and innovate. However, in the grander scheme, the effect of undergoing multiple rebranding and the overall corporate brand identity does not have a negative outcome if the product or service itself is not been impacted.