Rebranding Process: A Comparative Study of GAP Inc and Tommy Hilfiger Brand

Running head REBRANDING PROCESS 1
Rebranding Process
Name
Course
Tutor
University
City/State
Date

REBRANDING PROCESS 2
Methodology
The study considered companies that have re-branded within the past decade. The
purpose was to ensure that re-branding is recent and thus it was fresh in the customers
mind and hence it could be easier for them to make assessment. In this research,
review of the companies was limited to two case studies: the GAP Inc and Tommy
Hilfiger Brand and collection of data was limited to the customers in order to ensure
that the research remained within its scope. As such, the research considered only the
customers who had transacted with the two companies. According to Ballouli, Grady
and Stewart (2016), this technique is essentially important in improving reliability of
the information collected and also for ensuring that a true reflection of the companies
was portrayed (p.214). However, there are various reason as to why GAP Inc and
Tommy Hilfiger Brand were considered for the case studies. First, GAP is a popular
company which sells its products on retail basis and also on online marketing.
Bolhuis, de Jong and van den Bosch (2018) noted that it has therefore created a huge
market niche and thus owing to the large pool of customers, a lot was to be studied as
far as reactions of these customers were concerned (p.12). Secondly, the research
required to make a comparison between a company that failed in re-branding for this
case, GAP and another that succeeded in re-branding and for this case, Tommy
Hilfiger Brand. In addition to this, Tommy Hilfiger Brand is a leading designer high
life brad and it has been in the industry for the past 3 decades. Since there have been
many scholarly articles that have been published with regard to re-branding, this
research took advantage of the information available. As such, the research was
dependent on the data available from other academic materials such as journals.

REBRANDING PROCESS 3
The research assessed the methods based on the following aspects:-
 Effectiveness in capturing the topic that is re-branding as the process:-
Comparative studies were made by choosing the text that provided the most
evidence-based information.
 Availability of reliable information-Here the research reported on the inter-
observer studies.
 Suitability for repeated studies or for future reference
 Costs regarding human resources and time and burden of analysis
 Effectiveness in capturing the feelings of the consumers
 Effectiveness in influencing the operations of the companies together with factors
such as profits, consumer relations with the company among others.
The research considered the qualitative analysis though it did not perform the
aggregated analysis or even the meta-analysis. In order to get the best article, and as
asserts Sancho (2016) the research produced a summary on key strengths and
limitations of each as this approach focused on the richness of the information
environment (p.482). Based on the availability of relevant data concerning re-
branding of GAP Inc and Tommy Hilfiger, the research rated the criteria from + to ++
++.
Strengths and weaknesses of the approach