An investigation into the drivers, the processes and impacts of rebranding on stakeholder perceptions: the Australian rail re-branding phenomenon

This paper considers the recent phenomenon of rebranding in the rail industry in Australia. It highlights the lack of research into currently held perceptions of rail and discusses the contemporary rail rebranding phenomenon. An overview of corporate branding and rebranding literature is undertaken. Two extant frameworks conceptualising different aspects of rebranding are explained and a six-principle schema for rebranding discussed. Drawing on these frameworks, we have created a conceptual Rail Rebranding Framework (RRF) to better understand rail rebranding decision making and processes. The guiding research aim is ‘how effective is the rebranding of Australian rail organisations?’ Our research methodology designed to understand the Australian rail rebranding context is outlined. The conclusion highlights the benefits of a deeper understanding of the drivers, processes and impacts of rebranding on stakeholder perceptions in the Australian rail domain, describes limitations and provides recommendations for future research.