Influence of the rebranding strategy on brand preference

This research study sought to investigate the influence of the rebranding strategy on brand preference: The case of Zimbabwe Broadcasting Corporation. The research sought to fulfil objectives such as the influence of digitalisation on perceived quality, influence of change in television content on brand likeability and the influence of change in programming on repeat business. Internal rebranding definition was drawn from Juntunen et al (2009) and the elements of brand preference were taken from different authors who include (Davies et al 2009, McMillan and Josh 2013, Richard and Zhang 2012). Interest in the researcher to carry out this research was triggered after noticing that the brand preference of ZBCTV was continuously decreasing as the general public now prefer most other channels such as DSTV, Kwese TV to mention but a few. Literature review was carried out on the above mentioned objectives as discussed by different authors to find the similarities and different authors who studied on rebranding and brand preference variables.