Rebranding as a Catalyst for Organisational Change

The main purpose of this research is to understand the significance of rebranding efforts in the Arab Open University (AOU). The aim of this study is to understand the impact of rebranding on changing processes at AOU and how it impacted the stakeholder perceptions of AOU. It also highlights rebranding strategies that must be used by universities before thinking of rebranding. The research follows a pragmatic philosophy that considers the research objective. Both qualitative and quantitative information was collected using mixed methods. The study gathered 169 responses through surveys and conducted statistical analysis of the responses. A thematic analysis was performed to analyze the transcripts created through interviews. The analysis shows that rebranding has a positive impact on growth and academic reputation and stakeholder perceptions. Furthermore, the analysis shows that the university does consider its mission, vision and communication process while implementing rebranding.