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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Corporate re-branding: is cultural alignment the weakest link?

Gotsi, M. and Andriopoulos, C. and Wilson, A.M. (2008) Corporate re-branding: is cultural alignment the weakest link? Management Decision, 46 (1). pp. 46-57.

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Abstract

This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. The empirical findings highlight that despite the firm's internal communication initiatives, current staff attitudes and behaviours are not aligned with the new corporate brand priorities. Resistance to change appears to play an important role in this respect. Yet, interestingly, some divisions view the current culture as more aligned to the new corporate brand than others. Moreover, staff that have joined the firm after the rebranding exercise view the current culture as more aligned to the new corporate brand values than those who have been with the firm since before the launch of the new corporate brand.