{"product_id":"2940148781103","title":"Rebranding an Institution of Higher Education in Botswana","description":"The issue of rebranding institutions of higher education has attracted little attention in\u003cbr\u003escholarly publications. However, intense competition in the higher education market has\u003cbr\u003eforced institutions to modify elements of their brands. The current study seeks to shed light\u003cbr\u003eon the challenges of undertaking a rebranding exercise in an institution of higher education in\u003cbr\u003eBotswana, a context which is under researched. The purpose of the current study is to\u003cbr\u003eestablish the perceptions of students of the University of Botswana regarding its brand equity\u003cbr\u003efollowing the rebranding exercise. A structured questionnaire was administered to a sample\u003cbr\u003eof 336 University students majoring in business. Overall, the results showed that the brand\u003cbr\u003eequity of the new logo was lower than that of the old logo. The results of the paired t-tests\u003cbr\u003erevealed that students tend to recall and recognize the old logo more than the new logo.\u003cbr\u003eStudents are also attracted, affectionate and attached to the old logo more than the new one.\u003cbr\u003eSince rebranding can erode some of the important aspects of an existing brand, it has to be\u003cbr\u003eimplemented cautiously. Importantly, effective communication is critical to inspire students\u003cbr\u003eto embrace the new logo and their perceptions need to be tracked periodically in order to\u003cbr\u003eestablish whether the desired brand image has been generated.","brand":"ReadCycle","offers":[{"title":"Default Title","offer_id":47177202499824,"sku":"2940148781103","price":2.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940148781103_p0.jpg?v=1763708300","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940148781103","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}