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.

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