A critical evaluation of corporate rebranding exercise: A case study of the Telecel Zimbabwe (2012 - 2013)

Abstract

The purpose of this dissertation was to discover and draw conclusions on the effectiveness of the rebranding exercise of Telecel Zimbabwe. The general conclusion from literature is that the successful implementation of a rebranding strategy in organisation needs to consider factors such as good network services, good reception, reasonable prices and good coverage. Literature also highlighted that an organization need to establish key stakeholders, both external and internal, use external help to support change and to monitor and evaluate progress, include staff in the development process, to ensure commitment to the change, equip and prepare people properly and monitor and evaluate at all stages. However, the main objective of this dissertation was to critically evaluate rebranding strategy in Zimbabwe.

Findings and conclusions of this research is aimed to be used for future purposes by other organisations in Zimbabwe and other students in future. It was based on a case study of Telecel Zimbabwe between 2012 and 2013. Face to face interviews were used to collect data from senior management. These senior managers were ; The Managing Director, Executive Director, Marketing Director and the Supervisor and customers which were divided into corporate, retail and individual customers. Unstructured questions were used for gathering in-depth data from all the respondents. Data gathered was analysed by content analysis and tables.

The study concludes that in order to identify the key drivers in a successful rebranding exercise it is important to define a brand. The key drivers of the rebranding exercise were concluded to be network coverage, accessibility to internet and carrying out functions like mobile money transfer and network rooming.