Thesis (MBA)--Stellenbosch University, 2011. / The purpose of this study is to investigate why and when corporate brands in the retail environment rejuvenate, with the aim to determine the key components that plays a role in the corporate brand rejuvenation process. Furthermore, the study aims to investigate the impact that the brand rejuvenation has on the four components of Aaker’s brand equity model (brand loyalty, brand awareness, perceived quality and brand association). The study used Woolworths as a case study and is divided into three sections. The first section aims to study the principles and concepts of corporate brand rejuvenation. Secondly, the study aims to investigate the process of brand rejuvenation in Woolworths. The last section will investigate the impact that brand rejuvenation has on the four components of Aaker’s brand equity model (brand loyalty, brand awareness, perceived quality and brand association). A qualitative research design was selected with a single case study at Woolworths South Africa. The case study examines the thought process of the decision makers during the brand rejuvenation process and the effect that the business model had on the corporate brand rejuvenation. The study also aims to investigate if the life cycle of the brand plays a vital role in the rejuvenation process of the corporate brand. The study will go into more depth on the effect that the world recession had on the corporate brand rejuvenation process and determine whether the corporate brand rejuvenation had a positive effect on the bottom line of the business. The study found that Woolworths mostly went against the principles and theory of corporate brand rejuvenation, yet the organisation still showed good growth after the brand rejuvenation process. Furthermore, even though Woolworths did not use theory as a guideline for brand rejuvenation, the strategic decisions made within the business model had a very positive effect on the bottom line of the business. It is clear from this study that the brand strategy needs to be aligned with the business strategy. The principles of brand rejuvenation will differ from industry to industry and therefore it is recommended that theory needs to be written on corporate brand rejuvenation, specifically for the retail environment. The processes and principles of brand rejuvenation that work for a service brand such as a bank, will not necessarily work for a retail brand. The study suggests that organisations that decide to rejuvenate brands should have a strong and integrated brand strategy that is aligned with the business model of the organisation.

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: Ongoing business sustainability today is one of the major issues facing the management of organizations. How to remain in the profit zone, that area where a company will be allowed to make high profit in its industry, is a constant challenge. Continued profitability in a fast changing industry, where the profit zone moves as competitors offer the same solutions, requires constant innovation, implementation of new ideas and heavy financial commitments. The key is to identify clear and rational business design choices that are responsive to customers and that will ensure profitability. This document will illustrate how the four major food retail companies in South Africa, and their visionary leaders, have reinvented their business designs in ways that kept or returned them to the profit zone. Shoprite's target market is the middle to lower income group. The company has built up core competencies within its business to serve this segment. There are currently a number of issues facing Shoprite's core market, and as a result the company is diversifying its income streams to be less dependant on a vulnerable target market. . The visionary leadership of Raymond Ackerman, who applied principles of customer sovereignty long before his peers, has resulted in one of the best-run companies in South Africa. Pick 'n Pay's ability lies within the middle to upper segment of the market. The company has built its business on one core element - the customer, and has adapted the company business design to meet the needs of the customer and capture value . .Spars' philosophy of giving the small retailer the power to compete with the larger retailer, who buys in bulk, has proved to be a successful formula and is threatening the traditional hierarchy. Owners who are in close contact to customers have the flexibility to align their businesses with the customer requirements. 'Woolworths has one of the strongest brands in the South African retail industry. However, the company has in recent years been in serious trouble having lost its way because it lost touch with its customers. Concentrating back on the core customers and building back confidence in its goods, have taken considerable focus. Each of the business designs are built on a deep understanding of what the customer needs are of the target market they serve and how they will be allowed to make a profit. / AFRIKAANSE OPSOMMING: Een van die grootste knelpunte vir organisasies vandag is volhoubare besigheidsbestuur. Die uitdaging is om in die area te bly waar die organisasie toegelaat sal word om hoë wins te maak. Voortgesette winsgewendheid in 'n industrie waar die wins area veskuif as gevolg van mededingers wat oplossings naboots, vereis voortdurende vernuwing en strawwe finansiële verpligtinge. Die sleutel is om duidelike en rasionele besigheidsontwerpbesluite te neem wat kliente behoeftes aanspreek en wat na 'n wins sal lei. Hierdie dokument beskryf hoe die vier groot voedselhandelaars en hulle leiers hul besighede herontwerp het sodat hulle winsgewend kan bly. Shoprite se teiken mark is die middel - tot lae inkomste groep. Die firma het kern bevoegdhede binne sy besigheid ontwikkel om hierdie segment te bedien. Shoprite diversifeer huidiglik sy inkomste stroom as gevolg van die kwesbaarheid van sy teiken mark. Pick 'n Pay word as een van Suid Afrika se beste bestuurde firmas beskou. Die sukses word toegeskryf aan die leierskap van Raymond Ackerman wat die beginsels van kliënte soewereiniteit lank voor sy portuurgroep geïmplimenteer het. Pick 'n Pay se fokus is die middel - tot hoë inkomste groep. Die firma is op een kern element gebou, die kliënt, en sy besigheids ontwerp is aangepas om die behoeftes van die kliënt te bevredig. Spar se filosofie is om die kleiner handelaar in 'n posisie te stel om met die groot handelaar, wat in grootrnaat aankoop, te kan meeding. Die groei wat Spar toon bedreig die traditionele hiërargie en bewys die sukses van hierdie formule. Winkel eienaars wat noue kontak met kliënte het, kan hulle besighede aanpas om in kliënte se behoeftes te voorsien. Woolworths het een van die sterkste handelsmerke in die Suid Afrikaanse handels industrie. Die firma was in die laaste paar jaar in groot moeilikheid omdat hy tred verloor het met sy kliënte. Deur weer te konsentreer op die kern kliënt en om vertroue op te bou in sy goedere het beduidende fokus vereis. Elk van die besigheids ontwerpe is gebou op 'n intieme begrip van die behoeftes van die teiken mark wat bedien word en hoe die firma toegelaat sal word om 'n wins te maak.