When Rebrands Fail: Heritage and Emotion in Brand Identity Change - A Case Study on Jaguar and MINI
(2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252Department of Business Administration
- Abstract
- Purpose: The purpose of this study is to increase the understanding of why some rebrands trigger strong negative reactions. By comparing Jaguar’s 2024 rebrand with Mini’s 2015, the paper explores how rebranding efforts with varied approaches can have significantly different
outcomes.
Theory: The study uses Kapferer’s brand identity prism (2012), which understands brand
identity through six facets. The prism provided the study with a structure through which both cases could be compared.
Methodology: The study adopts a comparative case study design, analysing Jaguar’s 2025 and
MINI’s 2015 rebrand through Kapferer’s Brand Identity Prism. Four prisms were developed to
compare each brand’s identity: before and after rebranding. By... (More) - Purpose: The purpose of this study is to increase the understanding of why some rebrands trigger strong negative reactions. By comparing Jaguar’s 2024 rebrand with Mini’s 2015, the paper explores how rebranding efforts with varied approaches can have significantly different
outcomes.
Theory: The study uses Kapferer’s brand identity prism (2012), which understands brand
identity through six facets. The prism provided the study with a structure through which both cases could be compared.
Methodology: The study adopts a comparative case study design, analysing Jaguar’s 2025 and
MINI’s 2015 rebrand through Kapferer’s Brand Identity Prism. Four prisms were developed to
compare each brand’s identity: before and after rebranding. By comparing the prisms, four
themes emerged which structured the following cross-case comparison.
Findings: Through the analysis, four themes of rebranding changes emerged: heritage use,
emotional tone, modernization framing, and physical changes. The findings conclude that
rebrands are more successful when modernization is balanced with continuity of identity
Original/value: The study seeks to contribute to existing branding literature. Practical implications of the study highlight that brand managers need to understand the importance of visual innovation and balance it with emotional continuity. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9215493
- author
- Björk, Simon LU ; Håkansson, Linnéa LU and Sjöberg, Hanna LU
- supervisor
- organization
- course
- BUSN21 20252
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Rebranding, Brand Identity, Brand Image, Brand Identity Prism, Heritage
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9215493
- date added to LUP
- 2025-12-11 15:08:03
- date last changed
- 2025-12-11 15:08:03
@misc{9215493,
abstract = {{Purpose: The purpose of this study is to increase the understanding of why some rebrands trigger strong negative reactions. By comparing Jaguar’s 2024 rebrand with Mini’s 2015, the paper explores how rebranding efforts with varied approaches can have significantly different
outcomes.
Theory: The study uses Kapferer’s brand identity prism (2012), which understands brand
identity through six facets. The prism provided the study with a structure through which both cases could be compared.
Methodology: The study adopts a comparative case study design, analysing Jaguar’s 2025 and
MINI’s 2015 rebrand through Kapferer’s Brand Identity Prism. Four prisms were developed to
compare each brand’s identity: before and after rebranding. By comparing the prisms, four
themes emerged which structured the following cross-case comparison.
Findings: Through the analysis, four themes of rebranding changes emerged: heritage use,
emotional tone, modernization framing, and physical changes. The findings conclude that
rebrands are more successful when modernization is balanced with continuity of identity
Original/value: The study seeks to contribute to existing branding literature. Practical implications of the study highlight that brand managers need to understand the importance of visual innovation and balance it with emotional continuity.}},
author = {{Björk, Simon and Håkansson, Linnéa and Sjöberg, Hanna}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{When Rebrands Fail: Heritage and Emotion in Brand Identity Change - A Case Study on Jaguar and MINI}},
year = {{2025}},
}