3.1 the Study 3.3 Objectives 1. To


Statement of problem

The quality of service provided by a
company is associated with its brand name. This goes for any kind of business.
It is especially the case in the hospitality sector. Customers go back to
companies where they feel most comfortable, where they had the best experience.

When the company is so well associated
with the brand, it is difficult to break that equation. This is why rebranding
of the company comes as a surprise to many people, especially the loyal
customers of the company. Rebranding is generally done to improve the brand
image, expansion into other countries, boost employee morale as they are now
working under a much improved name and also in the hope of improving revenue.
In this context, the study is undertaken to find the answers for the following
research questions:

What is the concept of rebranding?

What are the reasons behind the rebranding
of a company?

What are the strategies of rebranding
used by a company?

Need and Importance of the Study




1.      To
understand the concept of rebranding and its process

2.      To
analyse the impact of the rebranding of Orange County to Evolve Back.

To learn the reasons behind the rebranding
of Orange County to Evolve Back.

3.4 Hypothesis

H0: Frequency of customers’ visits to
Evolve Back is not dependent on rebranding

H1: Frequency of customers’ visits to
Evolve Back is dependent on rebranding

3.5 Research Gap

on rebranding has been done on internationally renowned companies. In this
study the main focus is on only one Indian company, Orange County, and it’s
rebranding to Evolve Back. There has been no previous research done on the
same. This is mostly because rebranding is not as popular in Indian Hospitality
sector as in other companies.

Operational Definition of Variables

Rebranding- Rebranding
is a promotional technique in which another name, term, image, plan, or mix
thereof is made for a built up brand with the expectation of building up
another, separated character in the psyches of consumers, investors,
competitors and other stakeholders.

Scope of the study

is the latest marketing strategy adopted by various companies across the world.
It is done to attract customers, to keep competition at bay, for expansion
purposes or to create a new look for the company.

on rebranding has a lot of scope as it is an increasingly popular study and not
much research has been done on the same. The aim of this research study is to
understand rebranding and its purpose and also to identify the reasons behind
the rebranding of the company and to analyse the impact of rebranding.

Research Methodology

Type of Research

This research is an analytical research
based on both quantitative and qualitative data.

Sample Technique

            The analysis is based on
convenience sampling and purposive sampling. Convenience sampling is used to
collect data from respondents by distributing questionnaires and purposive
sampling is used to collect data from the company management by interviewing

Types of Data

Data collection methods and tools

qualitative and quantitative data collection methods were used to collect and
gather the data for the study

Quantitative research methods

Quantitative data research methods that are used to
gather data which are numerical in nature and form. It is used to quantify
attitudes, opinions and behaviours and results are obtained from a large

Data was collected by sending out online
questionnaires to the customers of the company.

Qualitative research methods

Qualitative data research methods are used to gather
data that is descriptive in nature and form. They are often used to get a
better understanding of underlying reasons, opinions and motivations. This type
of data is usually collected form a small sample.

Data was collected by performing individual
interviews of the directors and general managers of the company who were
involved in the rebranding and who were capable of disclosing as much information
as required.

Sources of data

            This research study is mainly based
on primary data. Secondary data is also used which will be obtained from the
internet, and the website and other social media pages of the company.

Primary sources of data

This refers to sources of data where raw facts are
collected for the first time. It is original in nature. Primary sources of data
are used for this study to find accurate data from the top management of the
company and from the customers of the company.

Secondary sources of data

This refers to sources of data that has been
prepared and development for some other purposes. Such sources can either be
internal or external to the organization under study. In this source of data
various documents, published books, journals, company internal reports, in
house magazines and information on rebranding on the internet was looked into.
This was used as it is easily accessible, time saving and cost effective.

Data collection instruments

To collect the basic information and to
get the background of the study, different ways have been used to collect
secondary data. Secondary data used was collected from the internet, and the
website and other social media pages of the company.


It is a set of formulized questions used in a study
to collect information which is later analyzed to provide results necessary for
solving a given research problem. It asks for information that respondents or customers
have. Questionnaire was used as data collection instrument in this study. In
this instrument both open ended and close ended questions were used.

Interview Method

Interview is the verbal conversation between two
people with the objective of collecting relevant information for research purposes.
Personal interviews and telephonic interviews have been done to collect
information for this study. Interviews were taken of the directors and managing
directors of the company and the general managers of the resorts.

Sampling design

Convenience sampling has been used to
collect the information form respondents and interview participants.
Respondents for the online questionnaires were customers of the company and
interview participants were the directors and managing directors of the company
and the general managers of the resorts.

Sample size

73 respondents were chosen for the
purpose of this study and 11 individual interviews were taken.

Statistical Tools for

Percentage analysis

Descriptive statistics

Chi- square test

Method of Analysis

The data collected is put into tables
with various factors. Percentage of response is worked out and evaluation is
carried out for each data based on the percentage of response.

findings are recorded and results are obtained using various statistical tools
in SPSS 20.

Limitations of the study

The study focuses on only one company,
Evolve Back.

The study is restricted to only a small
number of respondents.

The responses obtained may be biased
which can be a problem during in accurate analysis of the data.

Detailed study cannot be made due to the
time constraints.

Chapter Scheme

Chapter 1: Introduction

This chapter gives the theoretical
background about rebranding, about the company used in this study, Evolve Back
and various other aspects related to it.

Chapter 2: Review of

This chapter contains the
theoretical framework and literature review related to rebranding.

Chapter 3: Research

This chapter deals with the
statement of problem, need and importance of the study, objectives of the
study, research methodology, scope of the study, method of analysis, limitation
of the study and chapter scheme.

Chapter 4: Analysis and

This chapter deals with the
analysis and interpretation of data.

Chapter 5: Findings,
Suggestions and Conclusions

chapter deals with the findings, suggestions and conclusions of the study.