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The purpose of this study is to investigate re-branding and its effects on consumer perceptions. Relevant theoretical data were critically reviewed, compared and contrasted as they relate to the topic of rebranding and consumer perceptions. A mixed research methodology was adopted hence the combination of questionnaires and interviews in the data collection process. The study used a sample size of thirty customer representatives and five staff members of a local bank which has recently rebranded. Data was gathered, recorded, analyzed and interpreted on the basis of the research objectives and research questions using the Statistical Package for social sciences (SPSS) software. The mean and standard deviations of the responses were 1.08 and 0.277 respectively which reflected respondents’ strong positive impression of the bank after it rebranded. Based on these and other results, the study therefore established that rebranding has positive effects on consumers’ perceptions and can be used as a marketing tool in order gain competitive advantage and has an impact on the financial performance of an organization. DOI: 10.5901/mjss.2014.v5n20p2582

Re-Branding and Its Effects on Consumer Perceptions: A Case Study of a Zimbabwean Bank