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 headshot of a young woman with dark skin and long, glossy black wavy hair parted in the middle. She wears soft eye makeup with prominent lashes, blush, and glossy peach lipstick, offering a gentle smile directly to the camera. She is dressed in a navy blue ribbed button-down top with a subtle V-neck, and a delicate gold chain necklace with a small heart-shaped pendant. The background is softly blurred.

Brittany Smith

Black Women as Cultural Architects: How Branding Transforms Cultural Innovation into Market Value
A detailed portrait of a young Black woman with clear dark skin, looking directly at the camera with a gentle smile and glossy pink lips. She has long, dark box braids, a black scoop-neck top, and two silver necklaces. The background is a smooth, light grey.

Sienna Scott Barrow

Entrepreneurship and Intersectionality: Instagram's Role in Promoting Magazines Owned by Women of Colour
Close-up portrait of a young woman with long, wavy blonde hair and light eyes, wearing a silver nose ring, clear lip gloss, and layered gold necklaces with various charms, against a light grey background.

Isabel Rahme

Algorithm - Aligned UGC - Style Advertising VS Traditional Branded Advertising: Credibility, Authenticity, and Gen Z Engagement
Scroll to Top