ASSESSING THE IMPACT OF REBRANDING INITIATIVE ON UNCLE JOHN’S BUSINESS

Abstract

The study "Assessing the Impact of Rebranding Initiative on Uncle John’s Business" examines the effects of transitioning from Ministop to Uncle John’s in the Philippines. The rebranding, undertaken by Robinsons Convenience Store Inc., was driven by challenges such as low profitability, franchise contract terminations, and intense competition. The research explores the reasons for rebranding, its impact on brand identity, awareness, customer retention, and perception, as well as the challenges faced during the transition. It also provides recommendations for sustaining corporate rebranding efforts. The study employed a mixed-method approach and surveyed 50 customers from Novaliches, Quezon City with prior experience at Ministop. Findings revealed that rebranding to Uncle John’s significantly strengthened brand identity, enhanced brand image, increased brand awareness, and positively impacted customer retention and perception. However, the transition also presented challenges, including consumer confusion, negative associations, loss of brand recognition, resistance to change, and perception gaps. Based on the findings, recommendations were proposed to address rebranding challenges and sustain its success, with an overall weighted mean of 3.39. Key suggestions include maintaining strong brand differentiation, continuous monitoring, refining advertising strategies, addressing negative associations, enhancing customer satisfaction, bridging perception gaps, and ensuring cultural sensitivity. Additionally, proactive measures such as diversifying revenue streams, refining the value proposition, fostering community engagement, and adapting to market trends were recommended to enhance sustainability and competitiveness. The study highlights the significance of strategic rebranding in adapting to market changes and competitive pressures. By addressing challenges and implementing key recommendations, Uncle John’s can strengthen its brand presence, enhance customer relationships, and ensure long-term success in the convenience store industry. Continuous monitoring, adaptation, and innovation will be crucial for maintaining a strong and relevant brand identity in the evolving market.