To what extent is rebranding the best strategy after negative publicity?

This thesis focuses on the internal and external factors that could drive a company to use revolutionary rebranding as a strategy after negative publicity. To conduct this research a literature review was conducted. To begin, the key concepts of brand reputation, negative publicity, recovery strategy and rebranding were discussed. To arrive at the question: To what extent is rebranding the best strategy after negative publicity? In the second part, a qualitative study on the factors involved in this choice was carried out with nine stakeholders by means of semi-directive interviews. Through these interviews, elements of response to the research question were found. These elements of answer allowed us to elaborate the determining factors in this choice which are: the existing loyalty of the consumers, the competitiveness of the market, the object of the bad press as well as the change of strategy during the rebranding.