CUSTOMER P ERCEPTION OF CORPORATE RE-BRANDING IN T ELECOM INDUSTRY OF BANGLADESH: A CASE OF R OBI

In today’s competitive market, re-branding may be considered as one of the smartest strategies in preparation for a recovery of brands by invigorating customer perceptions. A corporate name change may enhance the current market position and bring about an increase in the value of the renamed brand. Every sector of business has virtually experienced the process of re-branding. As a service sector, mobile telecommunication is a rapidly growing industry in many parts of the world. Bangladesh also has observed a tremendous growth in this industry in the last decade. Recently, an event of corporate re-branding took place in this sector. This paper attempts to unlock customer perception before and after re-branding in