Rebranding marketing & corporate marketing. The case of Mondelez
ΕπιβλέπωνΤσόγκας, Μάρκος - Μάριος
The purpose of this research project was to identify the impact of Kraft foods rebranding on consumer’s perception of corporate brand image. We decided to focus on this subject because it concerned one of the most famous FMCG companies of the world but also because it is interesting to understand if Kraft Foods reputation and image were strong enough to not have been affected by a strategic change as rebranding. We want to examine whether the consumption of the Kraft Foods products was affected, or the product brands were strong enough to overpass the corporate rebranding. Therefore our research question was: If there is a connection between the corporate brand and the product brands and specifically if the consumer behavior was affected due to the corporate rebranding? To achieve our research question, we decided to establish a quantitative method based on questionnaire. Furthermore, we chose to administrate these questionnaires on Internet and face-to-face in streets and stores from a diverse audience inside Greece. These surveys enabled us to answer to our research question and also to achieve our objectives.