Rebranding from launch to implementation: a case study of Nors

Beatriz Fernandes dos Santos (Student)

Student thesis: Master's Thesis

Abstract

A successful corporate rebranding depends on the ability to create an appropriate balance between corporate brand legacy and the strategic objectives the company wants to fulfill. Rebranding is a major process for companies that seek to modernize their identity and strengthen their market positioning. Nevertheless, corporate rebranding raises challenges, like ensuring internal engagement and the appropriate perception of the new brand identity. Prior research highlights the importance of internal communication and employee involvement to establish a smooth transition. This study aims to expand the understanding of corporate rebranding strategies, by exploring the rebranding process of Nors, a multinational company that operates in the transport, construction, and agricultural equipment sectors. The main objectives are to analyze the motivations that led to this strategic decision, study the phases in the rebranding process, and assess the impact of internal engagement in the transition. Using a case study methodology, this study is based on qualitative data collected through seven semi-structured interviews with Nors employees directly involved in the rebranding. Findings reveal that Nors’ rebranding success was led by strategic alignment, leadership commitment, and a phased implementation strategy. The rebranding involved the modernization of the brand identity, the merging of several brands under a monolithic structure, and the reinforcement of internal communication to ensure employee alignment. However, challenges such as managing internal resistance, ensuring brand consistency across markets, and logistical complexities were the main concerns during the transition. The conclusions contribute to a more extensive discussion on corporate rebranding by showcasing how companies can transition while maintaining heritage. For brand managers, this study reinforces the importance of structured internal communication, employee engagement, and strategic planning to mitigate resistance and ensure long-term brand success.