Driving forces precipitating the rebranding of Australian rail organisations

This paper discusses the rebranding factors or driving forces precipitating the decisions for rebranding in Australian rail organisations. It reviews the corporate rebranding literature with a focus on a three component ‘model of the rebranding process’ identifying the progression of rebranding factors, rebranding goals and rebranding processes. The process of undertaking primary research through semi-structured indepth interviews with senior rail executives from four Australian rail organisations that have recently undertaken a rebranding process is briefly described. Selected findings are presented regarding participants’ views on the precipitating factors or driving forces to rebrand in their rail organisations. The results highlight the need to extend the model of the rebranding process to include politically-driven motives.