Building better organizational rebrands: exploring the employee viewpoint

While organizational rebranding as abusiness phenomenon has become commonplace,it is accompanied bya startling failure rate and typically high cost. Employees play an important role in representing organization’s brand, but researchers have virtually ignored the employee perspective of these initiatives. This qualitative case study addressed that gap by exploring viewpoint a initiative including employees’suggestions on ways to be engaged strengthen buy-in alignment with new brand. Based input, current theory was reinforced two barriers success were discovered proposed. concluded better understanding viewpoints, organizations are able generate outcomes for their stakeholders, customers, organization leaders, organizers initiatives and, course, employees.