REBRANDING AS A STRATEGY AND ITS IMPACT ON CUSTOMER LOYALTY

Abstract

This paper analyzes rebranding as a fundamental strategy for strengthening customer loyalty in the context of SMEs. Based on a theoretical framework supported by leading authors such as Aaker, Kotler, and Kapferer, it examines the concepts of branding, rebranding, and consumer loyalty, as well as their interrelationship in highly competitive environments. The research focuses on the case of an ice cream shop located in Sant Cugat del Valles, which underwent a process of transforming its visual identity, value proposition, and communication strategies. The methodology combined direct observation of customer behavior and analysis of internal data, which made it possible to identify significant changes in brand perception, repeat visits, and consumer satisfaction. The results show that strategic rebranding can have a positive impact on customer acquisition and retention if accompanied by consistent communication and loyalty-building actions.