Rebranding a growing outsourcing company from emerging market as a global marketing strategy: the case of Imperia Mobile
Author
Dimov, Dimitar Dimov
Term
4. term
Publication year
2017
Submitted on
2017-06-07
Abstract
This thesis examines how IT outsourcing firms from emerging markets can use rebranding as a global marketing strategy. The core question is how such companies should structure and execute a rebranding to achieve a global presence. The study adopts a descriptive literature review across four pillars—branding, brand image, brand loyalty, and rebranding—and complements it with an industry-focused analysis of the global IT and IT outsourcing sectors, a review of successful and failed rebranding cases, and a case discussion of Imperia Mobile’s ongoing rebranding. Based on this synthesis, the thesis offers practical recommendations in two areas: (1) specific considerations during the early planning stage of rebranding and (2) key factors to guide execution across the organization and markets. The contribution is primarily managerial guidance derived from theory and cases, rather than quantified empirical findings.
Dette speciale undersøger, hvordan IT-outsourcingvirksomheder fra vækstøkonomier kan bruge rebranding som global marketingstrategi. Den centrale problemstilling er, hvordan sådanne virksomheder kan strukturere og gennemføre en rebranding for at opnå global tilstedeværelse. Tilgangen er primært en beskrivende litteraturgennemgang af fire nøgleområder – branding, brand image, brand loyalty og rebranding – kombineret med en brancheanalyse af den globale IT- og IT-outsourcingsektor, eksempler på vellykkede og mislykkede rebrandinger, samt en casegennemgang af Imperia Mobiles igangværende rebranding. På denne baggrund formuleres praktiske anbefalinger i to spor: (1) specifikke overvejelser i den tidlige planlægningsfase af rebranding og (2) centrale faktorer under eksekveringen, der bør styre implementeringen på tværs af organisation og markeder. Arbejdet sigter mod at give anvendelige retningslinjer for brand- og marketingansvarlige, og resultaterne består i syntetiserede anbefalinger snarere end kvantitative effektestimater.
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