Marketing

Olivia Washington

How Rebranding Influences Consumer Perception and Purchasing Behaviour

A light-skinned young woman with long, straight reddish-brown hair parted in the middle and blue-grey eyes smiles broadly, showing her teeth, while looking directly at the camera. She wears a black ribbed crew-neck top and gold hoop earrings. The background is a soft, plain grey.

Olivia Washington is a creative and ambitious 2026 Professional Communication graduate from Toronto Metropolitan University. She has a strong interest in storytelling, advertising and film. Her capstone project works to understand how consumer behaviour is influenced and why rebranding over traditional marketing approaches can ultimately be more effective in a businesses success. Her work offers valuable insights into how brands evolve to stay relevant in an ever changing marketplace.

 

Connect with Olivia on Linked in https://ca.linkedin.com/in/oliviawashington008

This research study examines how rebranding affects consumer perception and purchasing behaviour using qualitative analysis of media content and consumer responses. Findings show that rebranding can significantly change how consumers view a product even when the product itself stays the same as seen in the success of Poppi beverages. Social media plays a key role by increasing visibility, engagement and shaping brand meaning.

Rebranding works by reshaping the meaning and identity of a product rather than simply changing its appearance. It can be a highly effective tool for reaching wider audiences and increasing sales, but only when executed thoughtfully and strategically.

Lightning Talk

Browse More Marketing Research

More Projects

A 'No Image Available' placeholder image with a bold, black serif capital 'S' centrally located. The background is an off-white, overlaid with three blurred abstract shapes: a light blue rectangle in the top center, a yellow circle in the bottom left, and a burgundy triangle in the bottom right. The text 'No Image Available' is displayed in black sans-serif font at the bottom of the image, all enclosed within a thin black border.

Rameen Kamran

Perceived Food Quality Across Regions: North America vs. Europe & Asia
A well-lit headshot of a young woman with fair skin, long dark brown hair parted in the middle, and dark eyebrows. She wears modern black and silver-rimmed glasses and a subtle smile. Her eyes are brown. She is wearing a reddish-orange ribbed knit sweater and a delicate silver necklace with a small, round pendant. The background is a softly blurred, light beige wall.

Rachel Da Silva

What TikTok Can Teach Out-of-Home: Shifting Advertising Strategies in the Age of Engagement
A detailed headshot of a young woman with long, wavy brown hair parted down the middle, brown eyes, and a warm smile showing teeth. She has a small gold hoop nose ring and wears a white collared shirt with a gold necklace featuring an 'A' pendant. The background is softly blurred.

Abby Melville

The Rise of Generative AI Resistance: A Technopanic Perspective
Scroll to Top