How to Create a Successful Rebranding: A Case Study of Ørsted

Abstract

In a continuously evolving world, the phenomenon of corporate rebranding is a multifaceted and complex endeavour, which can become a powerful tool for businesses to use to stay rele-vant and competitive in the dynamic and rapidly changing business environment. The purpose of this thesis is to gain a more comprehensive understanding of the process of this phenomenon and how the most essential components, brand identity, brand image, and culture evolve during the process and constitute the creation of a successful rebranding.
The research paper takes its starting point in the current state of corporate rebranding theory and extends the existing scares representation with theories surrounding the research area. This includes theory on brand identity, brand image, and culture. To investigate the phenomenon more in dept, this thesis explores a single case study of Ørsted and how the successful corporate rebranding from DONG Energy to Ørsted can constitute new knowledge to current literature and be a precursor for further research.
The analytical findings represent the need to create an inspiring and engaging identity that employees want to buy in on. Even though it will create a misalignment between the new brand identity and the current culture and brand image, it is a necessary first step. The success criteria for employee buy in is to create a brand identity that employees want to be part of. When having obtained the alignment between brand identity and the internal culture, it may cause destabili-zation within the organization due to the misalignment between brand image and the two other elements. However, to be successful it is of utmost importance to make sure, the internal busi-ness has changed before going public with the aim to reflect a new brand image. The change in the brand image will result in a full alignment between its new brand identity, -brand image, and -culture. From analytical findings, it will be seen as trustworthy and result in a successful rebranding. The findings of this thesis are thereby assessed to be highly relevant, taking the assessment of an increase in incidents in future corporate rebranding into consideration.