Analysis of rebranding strategies in companies experiencing crisis

Anindya Putri Utami (), Eva Fachria (), Reni Nur Arifah (), Putri Aryo Jelang Fk (), Yetty Yuliany Kusumaningrum () and Randika Shafly Fawwaz ()
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Anindya Putri Utami: Institut Karya Mulia Bangsa
Eva Fachria: Institut Karya Mulia Bangsa
Reni Nur Arifah: Institut Karya Mulia Bangsa
Putri Aryo Jelang Fk: Institut Karya Mulia Bangsa
Yetty Yuliany Kusumaningrum: Institut Karya Mulia Bangsa
Randika Shafly Fawwaz: Institut Karya Mulia Bangsa

Priviet Social Sciences Journal, 2026, vol. 6, issue 2, 76-86

Abstract: This study aims to analyze the impact of rebranding strategies on brand image and company performance in organizations facing crises. In a dynamic and competitive business environment, rebranding is understood as a strategic transformation process that goes beyond changes in logos or brand names and encompasses the renewal of the company’s vision, mission, values, and brand communication. This study employs a quantitative approach using a survey method targeting consumers aware of the company’s rebranding process after the crisis. The sampling technique used is purposive sampling, with data collected through a Likert-scale questionnaire. The results indicate that rebranding strategies positively and significantly affect company performance. Brand image plays a dominant role in strengthening positive consumer perceptions and enhancing loyalty and trust in the company. The findings also suggest that consistent, honest, and transparent brand communication is a key factor in the success of rebranding initiatives in the hospitality industry. Holistic rebranding accompanied by internal reforms can restore corporate reputation and improve business performance in the post-crisis period. This study contributes theoretically to the development of marketing management literature and serves as a practical reference for companies in designing effective rebranding strategies for image recovery and performance enhancement.

Keywords: Rebranding; Corporate Crisis; Brand Image; Brand Communication Strategy; Company Performance; Consumer Loyalty; Reputation Recovery (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i2.1328

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