How to change the brand perception of an industrial brand? The case study of Frezite

Abstract

As technologies and customer segments advance, many brands realise that they have to do something to keep up with the times and maintain a favourable brand perception. The Frezite Group, a brand that has existed since 1978, had experienced a decline in its brand identity and brand architecture and commissioned brand consultancy agency Mojobrands to carry out its rebranding process. The main objective of this thesis is to explain the procedure followed by Mojobrands in the rebranding process of Frezite Group with the intention of changing its brand perception. In order to provide this explanation, a case study based on secondary data research has been elaborated. The secondary data used were internal and external, consisting of: internal presentations, proposals, reports, and analyses made by Mojobrands, news, reports and information found on the websites of the different brands of the Frezite Group. Thereafter, this study presents various stages of the rebranding process, including understanding the reasons and motives for rebranding, the strategy followed, the changes in brand architecture model, brand identity and the visual identity of the brand. The results show a revolutionary rebranding process and an evolution of the brand towards a more technological and innovative image. A unification of the brand following an integration strategy is also presented, where the monolithic model of brand architecture will be adopted.

Date of Award	11 Jul 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)