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Beyond Recognition: Analyzing the Strategic Drivers and Stakeholder Dynamics of Corporate Rebranding in High- Awareness Tech Companies

Hollmann, Erik LU ; Claesson, Ellinor LU and Pispas, Vasiliki LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
This paper analyzes the corporate rebranding efforts of Google to Alphabet and Facebook to Meta, examining the motivations behind these shifts, the changes in brand architecture and the impact on stakeholders. The authors use the Corporate Brand Identity Matrix and Stakeholder Theory to assess the rebranding's effects on investors, employees, consumers, and policymakers. The paper concludes that these tech giants approached rebranding with different strategies, emphasizing risk management and innovation in Alphabet's case, and integrating their social media legacy with a future vision in Meta's case. The study highlights the complexities of corporate rebranding, particularly within the tech industry, and its implications for different... (More)
This paper analyzes the corporate rebranding efforts of Google to Alphabet and Facebook to Meta, examining the motivations behind these shifts, the changes in brand architecture and the impact on stakeholders. The authors use the Corporate Brand Identity Matrix and Stakeholder Theory to assess the rebranding's effects on investors, employees, consumers, and policymakers. The paper concludes that these tech giants approached rebranding with different strategies, emphasizing risk management and innovation in Alphabet's case, and integrating their social media legacy with a future vision in Meta's case. The study highlights the complexities of corporate rebranding, particularly within the tech industry, and its implications for different stakeholder groups. (Less)
Please use this url to cite or link to this publication:
author
Hollmann, Erik LU ; Claesson, Ellinor LU and Pispas, Vasiliki LU
supervisor
organization
course
BUSN21 20242
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Corporate rebranding, Brand architecture, Corporate Brand Identity Matrix, Stakeholder Theory, Meta, Alphabet
publication/series
LBMG Strategic Brand Management - Masters Paper Series
report number
10
language
English
id
9177567
date added to LUP
2024-11-08 10:18:36
date last changed
2024-11-08 10:18:36
@misc{9177567,
  abstract     = {{This paper analyzes the corporate rebranding efforts of Google to Alphabet and Facebook to Meta, examining the motivations behind these shifts, the changes in brand architecture and the impact on stakeholders. The authors use the Corporate Brand Identity Matrix and Stakeholder Theory to assess the rebranding's effects on investors, employees, consumers, and policymakers. The paper concludes that these tech giants approached rebranding with different strategies, emphasizing risk management and innovation in Alphabet's case, and integrating their social media legacy with a future vision in Meta's case. The study highlights the complexities of corporate rebranding, particularly within the tech industry, and its implications for different stakeholder groups.}},
  author       = {{Hollmann, Erik and Claesson, Ellinor and Pispas, Vasiliki}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Beyond Recognition: Analyzing the Strategic Drivers and Stakeholder Dynamics of Corporate Rebranding in High- Awareness Tech Companies}},
  year         = {{2024}},
}